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21 / 08 / 2023
Lenzing launches ‘Start with the Original’ campaign to reinforce trademark protection in China
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21 / 08 / 2023
Lenzing launches ‘Start with the Original’ campaign to reinforce trademark protection in China

Lenzing Group, a leading global producer of wood-based specialty fibers, has launched a new campaign called “Start with the Original” to reinforce trademark protection commitments and highlight the importance of using TENCEL™ branded lyocell fibers, the first lyocell fibers developed for textile. Rolled out just before the Intertextile Shanghai Apparel Fabrics Fair Autumn Edition (Intertextile Shanghai), the new initiative has been developed to reinforce messages of TENCEL™ trademark protection to sustain a healthy business environment in the domestic ecosystem. The initiative will also highlight the superior quality and high sustainability standards of the TENCEL™ brand, as well as the importance of applying for licenses from Lenzing E-Branding Service to ensure authorized usage of TENCEL™ trademarks.

“Respect and protection of trademarks are core values for Lenzing. Derived from controlled and certified forests, certified by EU Ecolabel[1], and refined through innovation, over the last three decades, the TENCEL™ brand has been synonymous with superior quality and environmentally responsible solutions in the global value chain. The launch of the ‘Start with the Original’ campaign will deliver a clear message to foster correct usage of the TENCEL™ trademark in the value chain,” said Harold Weghorst, Global Vice President of Marketing & Branding, Lenzing AG. “The campaign will feature educational initiatives aimed at the industry during Intertextile Shanghai, as well as dedicated trainings to introduce the Lenzing E-Branding Service. We hope that with ongoing education and enablement, we can support users of TENCEL™ fibers with the necessary tools and guidance to safeguard their business and the rights of consumers.”

‘Start with the Original’ campaign to feature all-round industry educational initiatives

Derived from controlled and certified forests, produced using resource-efficient processes, and adhering to the notion of “Choose TENCEL™, Choose Quality”, TENCEL™ fibers have been widely recognized across the global value chain. With new material offerings and sales outlets growing in popularity in the textile industry, the protection of intellectual property across the value chain has become even more critical to ensuring ongoing growth in the domestic market. During Intertextile Shanghai, the “Start with the Original” campaign will highlight messages about the responsible sourcing, production, and functional benefits of TENCEL™ fibers, as well as correct usage of TENCEL™ trademarks through outdoor advertising panels, onsite promotions, and events. To further enhance visibility, Lenzing will launch various educational initiatives throughout August on TENCEL.com and TENCEL™ WeChat account. Livestreamed dialogues, posts by key opinion leaders, and other content will also be featured on the WeChat accounts or other channels of key trade media.

License application is crucial to ensuring trademark usage rights

For users of TENCEL™ branded fibers, a simple way to differentiate and protect their product is to apply for a TENCEL™ trademark usage license from the Lenzing E-Branding Service platform. The Lenzing E-Branding Service features dedicated online courses which cover how registration, application, and approval of a trademark usage license can be done with a few clicks on one platform. This ensures that authentic TENCEL™ branded fibers used in textile products can be spotted easily by consumers. In addition, Lenzing is increasing its global brand monitoring activities to protect its trademark portfolio. Regular employee training on spotting counterfeit products and corresponding response actions are also held by Lenzing to ensure compliance of trademark usage.

Ongoing collaboration remains key to ensuring compliance in the market

A key component to Lenzing’s efforts in trademark protection in China is collaboration. For years, Lenzing has been working with relevant authorities to combat counterfeiting. Lenzing’s collaboration with the Nantong City Tongzhou District Market Supervision Bureau led to a series of offline investigations and administrative raids in 2022 and early 2023. At Intertextile Shanghai, Lenzing’s multi-departmental brand protection taskforce and the trade fair organizer will continue to conduct patrols to proactively monitor and curb the infringement of Lenzing’s intellectual property rights. In March this year, the taskforce successfully uncovered a number of unauthorized and non-compliant use of the TENCEL™ brand at the Spring Edition of Intertextile Shanghai, resulting in appropriate actions as required.

Images related to the announcement can be downloaded from here.

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[1] The EU Ecolabel is recognized in all member states of the European Union, as well as Norway, Liechtenstein and Iceland. The voluntary label, introduced by an EU regulation in 1992 (Regulation EEC 880/92), has gradually become a reference point for consumers who want to help reduce pollution by purchasing more environmentally-friendly products and services

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