Koni Multinational Brands (Pty) Ltd v Beiersdorf AG
| Jurisdiction | http://justis.com/jurisdiction/166,South Africa |
| Judge | Cachalia JA, TM Makgoka JA and Schippers JA and Sutherland AJA and Unterhalter AJA |
| Judgment Date | 19 March 2021 |
| Docket Number | 553/2019 |
| Hearing Date | 19 November 2020 |
| Court | Supreme Court of Appeal |
| Citation | 2021 JDR 0414 (SCA) |
Schippers JA (Cachalia JA and Sutherland and Unterhalter AJJA concurring):
The issue in this appeal is whether the respondent, the manufacturer and distributor of NIVEA MEN personal care products, can prevent the appellant from selling a product, known as 'CONNIE MEN ACTIVE SHOWER GEL', by asserting unlawful competition in the form of passing-off. The matter arises from an interdict (and ancillary relief), which the respondent obtained against the appellant before Fisher J in the Gauteng Division of the High Court, Johannesburg (the high court), in February 2019. The appeal is with the leave of the high court.
2021 JDR 0414 p3
Schippers JA (Cachalia JA and Sutherland and Unterhalter AJJA concurring)
The respondent is a German company founded in 1882, based in Hamburg. It markets personal care products comprising shower gels, face products and body lotions throughout the world, including South Africa. It is the proprietor, since 1911, of the NIVEA trademark, a personal care brand focused on body care. Since 1925, the respondent has consistently used a blue and white colour combination in the get-up of its NIVEA products. More specifically, it has used the combination of a white font on a blue background. Given the extensive and long-standing use of this get-up, the respondent's packaging has become associated with it and so too have NIVEA personal care products.
In 1986 the respondent launched its first skin care range aimed exclusively at men, under the trademark NIVEA MEN. The NIVEA MEN range includes various creams, shampoos, styling products, and shower and body care, facial care and anti-ageing products.
In 2008 the respondent re-launched its NIVEA MEN range, inter alia, by applying a new get-up to its NIVEA MEN packaging, and adding the colour silver to its distinctive blue and white get-up. The respondent's products, with their distinctive blue, white and silver colour combination (the NIVEA MEN get-up), are sold throughout South Africa by most leading retailers. Examples of the NIVEA MEN get-up are depicted below.
2021 JDR 0414 p4
Schippers JA (Cachalia JA and Sutherland and Unterhalter AJJA concurring)
The NIVEA MEN shower products have held an increasingly significant share of the male shower gel market. According to a graph headed, Nielsen: Total Trade Desk National: Nivea Men Share Percentage of Male Shower, for the period December 2010 to September 2017, contained in a Nielsen report, the NIVEA MEN shower products held a 49.8% share of the shower gel market in December 2015; 51.5% in December 2016; and 58.5% by September 2017. The sales figures in respect of the respondent's NIVEA MEN shower gel products increased from R24 million in 2012 to R54 million in 2017. In 2013, 2014 and 2015, the sales figures for these products were R30 million, R43 million and R50 million, respectively.
Thus, when the appellant, a local company, launched its own shower gel in December 2015, NIVEA MEN shower products had a market share of almost 50% in that category. The sales figures as regards the respondent's full range of NIVEA products in South Africa were R1 707 million in 2015, R1 912 million in 2016 and R1 739 million in 2017. The appellant does not dispute the respondent's share of the shower gel market, its sales figures in relation to its shower gel products, and its sales figures in respect of the full range of NIVEA products in South Africa.
2021 JDR 0414 p5
Schippers JA (Cachalia JA and Sutherland and Unterhalter AJJA concurring)
In 2015 the respondent conducted a brand health tracking survey on the NIVEA brand (the brand health survey). Two key components of this survey were brand strength and brand image. The results of the brand health survey, dated July 2015, showed that compared to other brands, the respondent's products had the highest clarity in the mind of consumers. The criterion for clarity was this: 'A clearer picture in my mind of this brand than of other brands'. The brand health survey also revealed that in the South African male skin and body care market, NIVEA MEN was clearly the leading brand and performed best in its class; and that the respondent's products had the most attractive packaging compared to that of its competitors. The appellant also did not dispute the results of the brand health survey.
The visual elements of the respondent's get-up consist of the following. The NIVEA mark, used with the word MEN, the colours used in respect of its NIVEA MEN trademark, the stylisation applied to the NIVEA MEN mark, the formats and colours used in respect of the label applied to the product packaging, and the colour, shape and size of the packaging which the respondent uses in its range of shower gels and body lotions. The most distinctive feature of the respondent's get-up lies in the combination of the blue, white and silver colours.
Since 2006, and in the distinctive combination of blue, white and silver colours, the respondent has made extensive use of a label consisting of a rectangular shape with a wave-styled base, a distinctive silver outline and the word NIVEA on a deep blue background (the wave-label). An image of the wave-label appears in paragraph 16 below.
In January 2008 the wave-label was registered as a trademark, namely NIVEA (Body Care) logo (colour) in Class 3 in respect of 'soaps, perfumery, cosmetics, hair lotions, deodorants and anti-perspirants for personal use'. The
2021 JDR 0414 p6
Schippers JA (Cachalia JA and Sutherland and Unterhalter AJJA concurring)
respondent did not renew the registration of its wave-label in 2016, because it adopted a new logo. Consequently, the trademark registration of the wave-label lapsed. However, the respondent alleged in the founding affidavit that it retained substantial goodwill and a residual reputation in its wave-label; and that the purchasing public recognises and associates the wave-label with it.
Despite the absence of the wave-label and the fact that the NIVEA MEN get-up has changed over the years, the format of the label applied to the respondent's NIVEA MEN shower gel has always consisted of the NIVEA logo (in the colours white, blue and silver) at the top, followed by the word MEN in uppercase in a colour other than white, followed by the name of the product in an attractive colour, and followed by a device representing the range of product, as depicted in paragraph 4 above.
For the past two decades the respondent has marketed its NIVEA MEN shower gel and lotion range in a container comprising an overwhelmingly deep blue colour with a silver lid, the NIVEA logo in white against a deep blue background and its distinctive blue, white and silver colour combination.
The appellant is a recent supplier of body care products. It was established in 2012 by Ms Constance Ferguson, a South African actress, presenter and model, together with Mr Joseph Nchabeleng. In June 2014, the appellant launched its CONNIE BODYCARE range of products for women. In December 2015, it launched a men's product range known as 'CONNIE BODY CARE FOR MEN', comprising three body lotions and three shower gel products. The appellant's product range, which includes 'CONNIE MEN ACTIVE SHOWER GEL' (the CONNIE MEN shower gel), is also sold in major stores throughout the country. The CONNIE MEN shower gel was presented as follows at its launch in December 2015:
2021 JDR 0414 p7
Schippers JA (Cachalia JA and Sutherland and Unterhalter AJJA concurring)
However, the individual features of the labelling and packaging, which appeared on the CONNIE MEN shower gel when it was launched, are very different from the product as sold. I revert to these aspects below.
In July 2017, it came to the respondent's notice that the appellant was distributing its CONNIE MEN shower gel. In September 2017, the respondent's attorneys wrote to the appellant protesting that it was manufacturing and offering for sale the CONNIE MEN shower gel with a get-up confusingly similar to the respondent's products. This, it was said, constituted passing-off, and the respondent threatened legal proceedings. The appellant denied this and stated that the different names of the products were sufficient to distinguish them. The respondent then applied for an interdict.
In the founding papers the respondent alleged that the appellant was distributing the CONNIE MEN shower gel featuring a confusingly similar get-up to the NIVEA MEN get-up, more specifically in the following respects. The appellant was using the distinctive blue, white and silver NIVEA MEN get-up. The container of the CONNIE MEN shower gel consists of a blue base with a silver lid, similar to the NIVEA product. The format of the printing on the front of both the appellant's and the respondent's containers begin with their respective
2021 JDR 0414 p8
Schippers JA (Cachalia JA and Sutherland and Unterhalter AJJA concurring)
trademarks in a white font on a blue background with a silver outline. Both containers have images below the description of the product and a bright green font. All of this was illustrated with reference to the following images:
The respondent further alleged that the appellant was using a wave logo confusingly similar to, or at least reminiscent of, its wave-label in respect of which it has a residual reputation. The wave-label was used extensively by the respondent since 2006, and in 2010 to 2012 it was applied to the NIVEA MEN shower gel range in South Africa. In the founding affidavit the NIVEA wave logo was compared to the CONNIE logo as follows:
2021 JDR 0414 p9
Schippers JA (Cachalia JA and Sutherland and Unterhalter AJJA concurring)
The high court found that when the products depicted in paragraph 15 above are compared, the CONNIE get-up has features which also appear in the...
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