The creator of TikTok’s popular “demure” catchphrase, Jools Lebron, has become more aware of US trademark laws after rising to fame with her advice on being “demure,” “mindful,” and “cutesy.” Her trend caught on, leading to brand partnerships and celebrity endorsements. However, Lebron recently revealed she didn’t trademark her catchphrase in time, and a Washington state man, Jefferson Bates, filed for the trademark “Very Demure … Very Mindful …” to capitalize on her success
In response, Raluca Pop, founder of Hive Social, filed a trademark for “Very Demure Very Cutesy” in California to support Lebron, intending to transfer it to her. If Bates’ application is approved, Lebron could be barred from using her phrase on merchandise or sponsored content in Washington unless she secures a federal trademark.
Trademark lawyers believe Lebron can challenge Bates’ claim, as she was the first to use the phrase. Attorney Alli Elmunzer emphasized that Lebron’s continued use and monetization of the phrase would strengthen her case against Bates, who hasn’t yet used the trademark despite filing a $1 billion application.
#MaltaDaily