THE WHAT? CJ Olive Young has filed trademark applications for its in-store phrase “TRY ME” as part of efforts to strengthen intellectual property protection for its brand assets.

THE DETAILS The company submitted two trademark applications to the Korean Intellectual Property Office covering categories including skincare, perfumes, mask packs and other beauty products, as well as online and offline retail services. The phrase “TRY ME” has been used since 2019 on stickers placed on tester products in Olive Young’s physical stores and has become a recognizable symbol of the retailer’s experience-driven shopping concept.

The move follows the emergence of cosmetic multi-brand stores in China that resemble Olive Young’s branding. A store called “Oh Youth” recently opened in Shanghai’s Pudong district with green signage, store layouts and product displays similar to Olive Young, reportedly using “TRY ME” stickers on sample products. Another store named “Only Young” previously appeared in Changsha, Hunan Province.

THE WHY? The trademark filings are intended to proactively protect Olive Young’s brand identity and prevent unauthorized use of its store concepts as K-Beauty’s global popularity grows and copycat retailers emerge in overseas markets.

Source: CHOSUN