Revlon forces Amstrad to rename home beauty kit

Amstrad has been forced to drop the Ultima brand name for its DIY facelift kit after legal action from cosmetics company Revlon, which uses the same name for its skincare range.

Amstrad used the Ultima brand name for the national launch of its facial toning machine last month (MW September 29).

The name appeared in all press coverage and a press campaign launching the product. Amstrad had also printed videos, booklets and machines branded with the word Ultima.

But now the electronics company has hastily renamed its new product Integra. Although pre-booked ads using the Ultima brand can run, Amstrad will not be allowed to use the term Ultima from mid-November.

A Revlon spokeswoman confirms the company has taken legal action to protect its Ultima brand name, which is used for its premium cosmetics and skincare lines. “We went to court and the matter has been resolved,” she says.

Amstrad was not available for comment as Marketing Week went to press.

New print ads using the Integra brand name have been created by Mustoe Merriman Herring Levy. The ads point out that Integra has been trademarked worldwide.

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