{"id":33223,"date":"2026-05-19T09:00:00","date_gmt":"2026-05-19T07:00:00","guid":{"rendered":"https:\/\/kpw.law\/?p=33223"},"modified":"2026-05-19T13:05:39","modified_gmt":"2026-05-19T11:05:39","slug":"nivea-vs-livia","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/nivea-vs-livia\/","title":{"rendered":"NIVEA vs. LIVIA"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"13b7c2\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"585\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-33220 size-large not-transparent\" alt=\"NIVEA vs. LIVIA, Markenrecht, Verwechslungsgefahr, Rechtsanwalt, EUIPO\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/NIVEA-vs-LIVIA-1024x585.jpg\" style=\"--dominant-color: #13b7c2; object-position:51% 71%\" data-object-fit=\"cover\" data-object-position=\"51% 71%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/NIVEA-vs-LIVIA-1024x585.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/NIVEA-vs-LIVIA-300x171.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/NIVEA-vs-LIVIA-768x439.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/NIVEA-vs-LIVIA-1536x878.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/NIVEA-vs-LIVIA-2048x1170.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-1d4b5d69 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_9bf86ffc3d7785a2132dea3267727b28\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">NIVEA<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">vs.<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-f88a92e6a2f3759262f7e63a2d63c30c\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">LIVIA<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-76c96157 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase;\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-05-19T09:00:00+02:00\">19. May 2026<\/time><\/div>\n\n\n<p>from<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600;\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-c93ec0be wp-block-group-is-layout-constrained\">\n<p><strong>Can a brand name fail because it sounds similar to a well-known trademark?<\/strong>  Yes &#8211; this is shown by a recent decision of the EUIPO in opposition proceedings.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 class=\"wp-block-heading\" id=\"h-worum-ging-es-in-dem-fall\">What was the case about?<\/h2>\n\n<p>The US cosmetics company Livia Beauty Inc. had applied to the EUIPO to register the word mark &#8220;LIVIA&#8221; for cosmetics in Class 3. Beiersdorf opposed the application, relying, among other things, on its long-registered EU word mark &#8220;Nivea&#8221;.   The  <a href=\"https:\/\/euipo.europa.eu\/eSearchCLW\/#key\/trademark\/OPP_20260504_003233870_019098936\">Opposition Division of the EUIPO issued Beiersdorf on 04.05.2026 &#8211; Ref. B 3 233 870   <\/a>law and rejected the application in its entirety.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-warum-klingt-livia-wie-nivea\">Why does LIVIA sound like NIVEA?<\/h2>\n\n<p>The decisive factor for the decision was the English pronunciation of both names. The EUIPO found that &#8220;NIVEA&#8221; and &#8220;LIVIA&#8221; sound almost identical in English. Both have three syllables, end in &#8220;-via&#8221; and &#8220;-vea&#8221; respectively and have a similar speech rhythm and vowel structure. The only difference is the first letter. N versus L.    <\/p>\n\n<p>It is particularly noteworthy that the Office stated that the letters N and L are also closely related acoustically. They are both formed at the same place in the mouth, namely at the small arch directly behind the upper front teeth. According to the Office&#8217;s assessment, however, this slight difference at the beginning of the word is not sufficient to rule out confusion.  <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-blue-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p>The words sound very similar and differ only slightly in the sound of their initial consonants &#8220;N&#8221; and &#8220;L&#8221;, which are also phonetically very similar, as they are both alveolar consonants formed at the same place of articulation.<\/p>\n<\/blockquote>\n<\/div>\n\n<p>The Office focused its analysis on English-speaking consumers, as this group has the strongest phonetic similarity. For German or French-speaking consumers, the perception could be different. However, since a likelihood of confusion in only one part of the EU is sufficient to refuse an application, this assessment was sufficient.  <\/p>\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>With this decision, the EUIPO has confirmed that the phonetic similarity of two trademarks is sufficient to prevent an application &#8211; even if the signs are visually different. It did not even depend on the reputation of the NIVEA trademark. <\/p>\n\n\n\n<p>Companies should take this into account in their trademark strategy when applying for new <a href=\"https:\/\/kpw.law\/en\/services\/markenanmeldung\/\" id=\"1238\">trademarks<\/a>. In the case of EU trademarks, the different pronunciations in all official EU languages may also matter, as similarity in a single language may be a sufficient obstacle. <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-a7c0d175 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-ec2e7a44 wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-bce6ca70 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-5c12a1d1 wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_b607f8622966aa66eecddb0ea239e510\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Trademark law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-5c3c14bb wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-fc4fd283 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In English, &#8220;LIVIA&#8221; sounds almost identical to &#8220;NIVEA&#8221;, which is why a corresponding trademark application before the EUIPO failed.  <\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[6451,6450,6453,6452,6149,5380],"thema":[4895,4897],"rechtsgebiet":[4898],"produkt":[4900,4901],"class_list":["post-33223","post","type-post","status-publish","format-standard","hentry","category-general","tag-beiersdorf","tag-character-similarity","tag-livia","tag-nivea","tag-opposition-proceedings","tag-risk-of-confusion-en","thema-marke-en","thema-markenformen-en","rechtsgebiet-markenrecht-en","produkt-markenanmeldung-en","produkt-markenrecherche-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Trademark dispute: NIVEA vs. LIVIA<\/title>\n<meta name=\"description\" content=\"In English, &quot;LIVIA&quot; sounds almost identical to &quot;NIVEA&quot;, which is why a corresponding trademark application before the EUIPO failed.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kpw.law\/en\/nivea-vs-livia\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NIVEA vs. LIVIA\" \/>\n<meta property=\"og:description\" content=\"In English, &quot;LIVIA&quot; sounds almost identical to &quot;NIVEA&quot;, which is why a corresponding trademark application before the EUIPO failed.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/kpw.law\/en\/nivea-vs-livia\/\" \/>\n<meta property=\"og:site_name\" content=\"KPW Rechtsanw\u00e4lte und Fachanw\u00e4lte\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-19T07:00:00+00:00\" \/>\n<meta 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