Los Angeles, September 17 -- Singer-actress Beyonce Knowles is all set to launch her new fragrance line called ‘Sasha Fierce’. But it seems the clothing chain Abercrombie & Fitch (A&F) is not at all happy with the singer’s fragrance’s name. The company claims they already own the name of her upcoming scent.
A&F, the Ohio-based apparel chain known for its racy marketing and casual look, claims a fragrance under Beyonce's "Sasha Fierce" label violates the trademark on company's own “Fierce” cologne, which has been around since 2002.
The Grammy-winning singer, who uses the Sasha Fierce name, her alter ego, from her third studio album, only announced on Tuesday that she had teamed up with the New York-based fragrance maker Coty Inc., which has previously partnered with other celebrities like Sarah Jessica Parker, Jennifer Lopez, and Celine Dion on perfumes.
Beyonce’s line of clothing, also called Sasha Fierce, just debuted in department stores.
”Fierce” lawsuit against Beyonce
The clothing retailer feels their cologne ‘Fierce’ could be in competition with Beyonce ‘Sasha Fierce’, which is set to launch in early 2010. They fear that the two companies’ fragrance names could confuse consumers, and could possibly affect their sales figures.
In order to stop Beyonce from launching her new line of fragrances under "Sasha Fierce" label, Abercrombie has brought forth a lawsuit against the "Crazy In Love" hitmaker.
In a federal lawsuit filed on Tuesday in Columbus, Ohio, A&F accused the singer of trademark infringement, unfair competition and deceptive trade practices. The company said they already sell a men's cologne called “Fierce” and Beyonce’s perfume plan "poses a likelihood of confusion" for consumers and could cost them sales.
Reaction to the lawsuit
Meanwhile, Reuters reports that Coty executives made a statement Wednesday that “they do not intend to name the fragrance after Beyonce's alter-ego -- Sasha Fierce -- and hence it would pose no threat to Abercrombie's product.”
Coty, the leading maker of mass-market fragrances for men and women, has indeed signed an agreement with Beyonce to market her new fragrance, but the company said details about the new fragrance will not be released prior to its launch next year.
"Coty is excited about its newly announced partnership with Beyonce Knowles. Details related to the fragrance, including the official name, will be revealed prior to the launch in early 2010. We can confirm at this time, however, that the terms Fierce and Sasha Fierce are not being used as names of a Beyonce fragrance," Coty said.
Beyonce's rep, Alan Nierob, also issued a statement, saying: "There is no fragrance line directly or indirectly associated with Beyonce that has the name 'Sasha Fierce' or anything using the word 'Fierce.'"