Beiersdorf wins legal case to safeguard Nivea Blue trademark

Beiersdorf has welcomed the Federal Supreme Court of Germany's decision to reverse a 2013 ruling deleting its Nivea Blue colour trademark.

The original move by the Federal Patent Court ordered the removal of the colour trademark from the German trademark register. However, the new decision acknowledges Nivea Blue as a trademark, rather than simply a decorative background.

Beiersdorf has responded positively to the reversal, as the colour blue has represented an important part of the Nivea brand's visual identity since being adopted for the product in 1925.

The firm argues that the colour is the foundation for the global design language of Nivea products, with its wide use over a long period and across the brand portfolio ensuring that consumers associate blue with the brand's qualities.

Beiersdorf board member Ralph Gusko said: "We will spare no efforts in protecting the iconic colour image as well as all other brand and design rights."