While they argue about TM on Bubblewrap should we just be dumping the entire concept of bubblewrap plastic product?
I was going through the security line at LaGuardia recently when the young woman in front of me whipped out a pink Bubble Wrap zip-top pouch stuffed with toiletries and put it on a tray. Even though that bag had no logos or words scrawled across it, I could immediately tell she had gotten it from the makeup company Glossier. Since Glossier launched in 2014, it has packaged each product purchased online or in-store in one of these distinctive pouches. If you’ve ever shopped at the brand, or even casually scrolled through Glossier’s Instagram feed, you’ll instantly recognize the pouch because it comes in Glossier’s signature shade of millennial pink, with a white zipper and red slide.
Glossier understands how important this packaging is to the success of the company, which has generated $200 million in VC funding and has a $1.3 billion valuation. Glossier is known for its makeup and skincare products, which have a cult following, but the brand’s fun packaging, the stickers that it liberally gives away, and the pink hue that saturates almost everything the brand produces are all integral to the Glossier experience. In 2018, one million new customers purchased products that came in these pouches, generating $100 million in revenue. That’s why the company’s lawyers are busy filing trademark applications for the pink ziplock pouch. However, Glossier appears to be in for an uphill battle in its fight to trademark its packaging
More at https://www.fastcompany.com/90458769/inside-glossiers-fight-to-trademark-its-iconic-bubble-wrap-bags