IP analysis: The EU General Court upheld the EUIPO’s decision against Kneipp GmbH’s EU trade mark application for ‘Joyful by nature’, emphasizing the enduring reputation of Jean Patou’s ‘JOY’ perfume and its associated word mark. The General Court confirmed the significance of a mark’s historical reputation and affirmed that evidence predating the application can demonstrate a mark’s accumulated fame. Kneipp’s challenge was rejected on all counts, including as regards to the alleged similarity of the marks, the existence of a ‘link’ in the public’s mind, and the potential for unfair advantage. The General Court found that ‘JOY’ retained a reputation in a substantial part of the EU, and Kneipp had failed to prove a drastic loss of such reputation at the time of filing its own mark. The similarity of the marks was based on their visual, aural, and conceptual likeness, particularly the shared ‘joy’ element. The General Court also noted the proximity of the goods and services offered by both brands, rejecting Kneipp’s argument that they had ‘due cause’ for the use of ‘joy’ in their marketing. The case illustrates the importance of residual protection afforded to historically significant marks and the challenges new trade marks face when they are too similar to legacy brands. Written by Kaisa Patsalides, senior associate and Alexandra Stuart, trainee solicitor at CMS Cameron McKenna Nabarro Olswang LLP.