Beyonce Can Have a Perfume, But Not Sasha Fierce -- Update {Fragrance News}

After hearing on September 15, 2009 the announcement that an upcoming Beyoncé perfume would be developed by Coty, Abercrombie & Fitch were quick to react to the news by preemptively lodging a trademark complaint in order to protect their own perfume called Fierce.

Although Coty said that the name of the singer's fragrance was as of yet unknown, the clothing brand is considering it a likely possibility that Beyoncé might use the name of her stage alter-ego, Sasha Fierce, to baptize it....

According to the Houston Chronicle, Abercrombie & Fitch fear potential confusion and a negative impact on their sales of the scent which was launched in 2002 and thanks to which they have grossed benefits of $190 million.

Furthermore, the brand argues that the Fierce scent functions as olfactory branding for them and their customers as the fragrance is sprayed in their stores and on their garments.

Update: according to Fashionmag.fr (09/17/09) who double-checked the data, Coty did ask for the name "Sasha Fierce" to be registered as a trademark in the fragrance category a year ago.

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