Beauty
TradeYourMark® is active in the beauty sector
Client case studies
The definition of a cosmetic product is harmonised in the European Union. Cosmetic products are defined as “any substance or preparation intended to be placed in contact with the various external parts of the human body or with the teeth with a view exclusively or mainly to cleaning them, perfuming them, changing their appearance and/or correcting body odours and/or protecting them or keeping them in good condition.” ».
The beauty industry covers a wide range of activities, from hygiene products to perfumes, make-up and hair care. It covers the development and manufacturing activities, going from the active ingredient to the finished product for cosmetics and perfumes. Skincare and cosmetic products are often marketed alongside dietary supplements and fall within the healthcare sector. Ceux-ci relèvent du domaine de la santé.
Various trades are involved in the beauty industry, from advisors on beauty products and perfumes, to hairdressers and beauticians. They advise on beauty brands which they recommend to their clients whilst performing treatments.
Cosmetics are the leading segment.
The cosmetic sector is expanding rapidly: with the market continuously developing at a global level. Asian customers are the biggest consumers of these products, followed by North Americans and then Western Europeans.
France is the leading global exporter of cosmetic products. It dominates the market with a turnover of more than 19 billion euros. Around two new companies are created each day in France. This creates a continuous demand for new brands. The largest cosmetic company in the world is L’Oréal, which also owns other brands like Lancôme and Garnier. Other specialist companies include Estée Lauder and Nuxe and there are more general players like Unilever which owns brands like Dove.
Beauty, perfume and cosmetic brands
The beauty sector is creative and dynamic. According to European Union Intellectual Property Office (EUIPO), 13,700 trademarks were registered in class 3 in the EU in 2022 and 10,300 in the first 3 quarters of 2023. A total of 229,000 trademarks are registered with the EUIPO in class 3.
In recent years new cosmetic products based on natural and organic perfumes. New brands like Krème, Typology, Origins and Bastille have developed with distribution often helped by . Generation Z is particularly concerned about protecting the environment in terms of the ingredients used and the manufacturing processes. More generally, the generation is sensitive to the ethical position of the brands, who must therefore take an appropriate stance on social and environmental issues.
Distribution networks have undergone a major change, which has been accelerated by the Covid crisis. Cosmetics are still sold in department stores, through specialist shops and pharmacies, but sales online have seen a particularly strong growth, whilst bio-cosmetics and increasing more prominent in natural and organic food stores.
TradeYourMark®’s proposition
Some trademarks are dormant and hence potentially available for buyers who want to launch or relaunch them. Many companies internationally are looking for European dormant cosmetic trademarks .
TradeYourMark® is well positioned to help give a second life to dormant beauty brands. We have a large base of brands which we can propose to our clients, which includes:
On the one hand, trademarks without any special history, which are potentially immediately available, sometimes for prices as low as 6,000 euros. EThey meet the needs of clients who wish to have a brand which they can launch quickly, with modest cost and a high level of legal security.
On the other hand, brands which had success in the past, but which have since disappeared. One of the reasons this can happen is the consolidation of global players through acquisition of local companies, whose brands are thus replaced by the global one. The price of dormant brands will depend on how well known they are and what is their reputation. Naturally, TradeYourMark® aims to negotiate the best conditions possible for its clients. Such trademarks can meet the needs of companies who want to capitalize on the image and history of iconic brands.
Some of these brands have been mandated to us by clients who wanted to monetise their portfolio of brands or by our partners such as intellectual property advisors and naming agencies. Others have been identified using an algorithm developed by TradeYourMark®.
TradeYourMark® client case studies
In late 2022, TradeYourMark® In late 2022, TradeYourMark® helped a Chinese company which wanted to buy a perfume brand which reflected an image of France and luxury. We were asked to carry out the following mission:
- to search for a brand with defined criteria
- to negotiate the acquisition of the trademark on its behalf under the most favourable conditions possible, subject to a defined maximum and minimum budget
