Beiersdorf Loses Cherry Crush EU Trademark Bid

The European Union Intellectual Property Office has refused Beiersdorf AG's attempt to register the mark Cherry Crush for non-medicated cosmetics and deodorants. Officials determined that the sign directly describes a possible ingredient or characteristic of the goods, rendering it non-distinctive under EU trademark rules.

Beiersdorf, the owner of the Nivea brand, filed the application earlier in 2026. The decision follows standard examination criteria that bar registration of marks consisting exclusively of descriptive indications.

The ruling prevents the German company from securing exclusive rights to the term across the EU for the specified classes. Beiersdorf may appeal or file a new application with additional evidence of acquired distinctiveness.

This outcome aligns with recent EUIPO practice emphasizing strict scrutiny of marks that consumers would perceive as referring to product features rather than origin.

Sources: https://www.law360.com/articles/2537637/telefonica-mutes-audio-company-s-shokz-loop-tm-bid https://trademarkelite.com/europe/trademark/trademark-detail/019344793/Cherry-Crush