Rea.deeming Beauty has settled its infringement case against Avon Products and Avon Cosmetics. The company behind the patented beautyblender make-up sponge challenged Avon’s sale of hot pink make-up sponges under the name Beauty Blender, claiming that the use of the name was an infringement of its intellectual property rights.
Rea.deeming Beauty has aggressively defended its intellectual property rights over the brand name, shape and color of its award-winning make-up sponge in the last few years in the face of increasing copycat and counterfeit products. To date, the company’s worldwide enforcement efforts have resulted in the removal of 1,000 infringing and counterfeit product listings on popular e-commerce sites such as Amazon, Groupon, eBay, Poshmark and Alibaba.
“We hope that our ongoing efforts against Avon and others will send a message to both our customers and would-be infringers that Rea-deeming Beauty is fully committed to aggressively pursuing even the largest companies when they violate our intellectual property rights,” said Rea.deeming Beauty’s President and CEO Rea Ann Silva. “Rea.deeming Beauty has an unsurpassed reputation of providing high-quality, trusted tools, such as the beautyblender make-up sponge, that are coveted and endorsed by professionals and everyday women alike. We are 100 percent committed to ensuring that our customers continue to receive the level of quality they expect and deserve from the beautyblender name.”
As part of the settlement, Avon admitted liability for infringing Rea.deeming Beauty’s intellectual property rights, made a substantial monetary payment to the company and agreed not to infringe the beautyblender trademark in the future, or attempt to pass off its sponge make-up applicators as beautyblender products.