TrademarkFiledFashion
CoverGirl's Squishy Gloss Line Draws a Suit from Squish Beauty
Squish Beauty filed a lawsuit against Coty in the Southern District of New York over CoverGirl's SQUISHY lip gloss line. The complaint says Coty copied Squish's name, visual style, marketing aesthetic, packaging cues, and promotional language to trade on the goodwill Squish built around its cosmetics brand.
Key points
- The case is Squish Beauty LLC v. Coty, Inc., filed April 28 in the U.S. District Court for the Southern District of New York.
- Squish alleges CoverGirl's SQUISHY line is confusingly similar to its SQUISH mark and directly competes in the lip gloss market.
- The complaint points beyond the product name to alleged overlap in fonts, imagery, packaging, messaging, and overall brand presentation.
- The Fashion Law notes that Squish is not asserting trade dress rights in the broader look and feel, but is using those surrounding cues to support consumer-confusion allegations.
Why it matters
This morning's issue centers on how brand value travels through product names, packaging cues, and licensing controls.