Judgment of the General Court (First Chamber) of 19 June 2019 –
L’Oréal v EUIPO — Guinot (MASTER SMOKY)

(Case T‑179/16 RENV)

(EU trade mark — Opposition proceedings — Application for EU word mark MASTER SMOKY — Earlier national figurative mark MASTERS COLORS PARIS — Relative ground for refusal — Likelihood of confusion — Article 8(1)(b) of Regulation (EC) No 207/2009 (now Article 8(1)(b) of Regulation (EU) 2017/1001))

1. 

EU trade mark — Definition and acquisition of the EU trade mark — Relative grounds for refusal — Opposition by the proprietor of an earlier identical or similar mark registered for identical or similar goods or services — Likelihood of confusion with the earlier mark — Criteria for assessment

(Council Regulation No 207/2009, Art. 8(1)(b))

(see paras 37, 38, 43, 77, 81, 82, 84, 87, 89)

2. 

EU trade mark — Definition and acquisition of the EU trade mark — Relative grounds for refusal — Opposition by the proprietor of an earlier identical or similar mark registered for identical or similar goods or services — Similarity of the marks concerned — Criteria for assessment — Composite mark

(Council Regulation No 207/2009, Art. 8(1)(b))

(see paras 42, 60)

3. 

EU trade mark — Definition and acquisition of the EU trade mark — Relative grounds for refusal — Opposition by the proprietor of an earlier identical or similar mark registered for identical or similar goods or services — Similarity of the marks concerned — Assessment only on the basis of the dominant element of a complex mark — Conditions

(Council Regulation No 207/2009, Art. 8(1)(b))

(see paras 44, 45, 49, 58)

4. 

EU trade mark — Definition and acquisition of the EU trade mark — Relative grounds for refusal — Opposition by the proprietor of an earlier identical or similar mark registered for identical or similar goods or services — Likelihood of confusion with the earlier mark — Weak distinctive character of the earlier mark — Effect

(Council Regulation No 207/2009, Art. 8(1)(b))

(see para. 55)

5. 

EU trade mark — Definition and acquisition of the EU trade mark — Relative grounds for refusal — Opposition by the proprietor of an earlier identical or similar mark registered for identical or similar goods or services — Likelihood of confusion with the earlier mark — Word mark MASTER SMOKY and figurative mark MASTERS COLORS PARIS

(Council Regulation No 207/2009, Art. 8(1)(b))

(see paras 63, 66, 67, 76, 91)

6. 

EU trade mark — Decisions of the Office — Principle of equal treatment — Principle of sound administration — EUIPO's previous decision-making practice — Principle of legality — Need for a strict and complete examination in each particular case

(Council Regulation No 207/2009)

(see para. 90)

Re:

Action brought against the decision of the Fifth Board of Appeal of EUIPO of 23 February 2016 (Case R 2905/2014-5) relating to opposition proceedings between Guinot and L’Oréal.

Operative part

The Court:

1. 

Dismisses the action;

2. 

Orders L’Oréal to pay the costs.