John Krieger (Member, Las Vegas) has been retained as Counsel for AESTHETICA LLC in the United States District Court for trademark infringement, unfair competition and trademark dilution case. Aesthetica was one of the first companies in the industry to build a brand decided solely to bikini waxing, and opened its “BOX” properties in Las Vegas, Nevada, and Manhattan Beach, California. Aesthetica built its brand on a snarky tongue-in-cheek “voice” that capitalized upon the double entendre unique to the subject matter and social mores surrounding depilatory hair removal in more intimate personal areas. This “voice” was used throughout Aesthetica’s website www.bikiniwaxing.com, on all marketing materials, and even permeated the unique services menu. Since as early as 2000, Aesthetica has continuously used the “BOX” marks in connection with beauty products and depilatory hair removal services, as well as promoting its “BOX” salons.
The case is assigned to Judge James C. Mahan and Magistrate Judge George Foley, Jr. entered on 04/13/2017.
AESTHETICA LLC has also filed cancellation proceedings against six trademarks incorporating the BOX mark for similar goods and services before the Trademark Trial and Appeals Board.