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Fierce v. Sasha Fierce

Written by Waheedan Jariwalla on 05 October 2009

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The American-lifestyle clothing brand Abercrombie and Fitch has sued R&B singer Beyonce over her upcoming perfume line. The claim involves elements of trade mark infringement, unfair competition and deceptive trade practices.

Beyonce recently signed with the fragrance company Coty for the launch of her perfumes in 2010. However Abercrombie has expressed concern that "Sasha Fierce", Beyonce's alter ego, will conflict with the name of one of it's fragrances - "Fierce".

Beyonce claims that Sasha Fierce will not be used as part of the fragrance's names, however Abercrombie maintains its position that Beyonce would unfairly benefit from the reputation in its Fierce fragrance and consumers may be misled into believing an association exists between it and Beyonce.

Abercrombie holds a federal trade mark registration for Fierce since 2003 for "personal care products [and cosmetics,] namely, [foundation cream and powder, eyeliner, mascara, lip gloss, lipstick,] fragrances [and deodorant] in class 3".

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