VLCC-L'OREAL dispute on trademark "Fuel' continues¦

VLCC and L'Oreal ' two most popular cosmetic brands, rivalry over the trademark "Fuel' is still on. Both the companies are using the same trademark "Fuel' to market their men's skincare products. With VLCC legal notice to L'Oreal ' Paris based company, has just added "fuel' to the fire.

VLCC has asked L'Oreal to stop selling its cosmetics under the "Fuel' trademark in India and 18 other countries, where VLCC is already selling its range of men's cosmetics under the same brand name. Both have claimed ownership of the trademark.

In fact both the companies alleged that they have acquired the rights of the brand "Fuel' from Delhi-based entrepreneur, Mahesh Chaudhary.

VLCC (Delhi) said it has acquired the rights of the "Fuel' brand in 2006 from Mahesh Chaudhary. Also the same year the brand launched its men's skin products. And, currently, the cosmetic under the "Fuel' brand generates annual revenues of over Rs 100 crore for VLCC.

L'Oreal India spokesperson claimed, "L'Oreal is the proprietor of the trademark "Fuel', registered in India since September 27 2001, as well as that of Fuel for Life, which was launched internationally in 2006 and in India in 2009. L'Oreal places great importance on the protection of its trademarks and reserves its right to defend them whenever necessary."

A person from VLCC known to all the matter said, "If L'Oreal continues to sell cosmetics under the "Fuel' trademark, VLCC will take up the issue in court."

A controversy between the two firms erupted after L'Oreal kicked off an advertisement campaign for "Fuel' on September 18 2009, and claimed ownership of the brand.