Basic approach to trademark acquisition and protection
We protect each of the FANCL Group's brands on a global basis. To enhance the value of these brands, we coordinate each Group company and division to actively acquire, defend, and utilize trademark rights for original brand names, product names, catch copy, and other properties with a view to future business and product development.
As of December 31, 2024, the total number of trademarks registered and patents filed for both Japan and overseas was approximately 3,300.
Brand origins
A distinctive characteristic of the FANCL Group is that we use the name of Group companies, such as FANCL and Attenir, as brand names as well. We believe this naming style encapsulates the way we considered the customers when first establishing the brand or business and our particular ideas regarding its products. We also feel that using the company name as a brand name gives each brand a unique personality and a recognizable image.
These carefully thought-out company and brand names are important intangible assets and we acquire and defend trademarks for them on a global basis.
| Company | Business | Brand (Logo) | Origin |
|---|---|---|---|
|
FANCL CORPORATION
|
Beauty business |
  |
A name created by combining letters from the words FINE CHEMICAL※. Some of our employees also say that FANCL sounds like the phrase "fuan wo keru" (Japanese for "kick away unease"), reflecting our corporate philosophy of freeing consumers from everyday feelings of unease, dissatisfaction, discomfort, and inconvenience, or in other words, eliminating the negatives. Fine chemicals refers to high-added-value chemicals products that are manufactured in small volumes and great varieties, including pharmaceuticals. |
|
ATTENIR CORPORATION |
Beauty business |
 |
A combination of the French words "attendre" (to be born) and "tenir" (to include in a group), encapsulating our desire to give shape to ideas together with customers. |
|
NEOF CORPORATION |
Beauty business |
 |
A combination of the words "branch" and "chic." It expresses the idea of expanding our own possibilities widely and elegantly, like leaves on a branch. |
Status of trademark acquisition in each country
We file for and acquire trademark rights for the FANCL company and brand name in countries all over the world.
As of March 31, 2024, we are filing for trademark rights in 60 countries.
Status of filing and acquisition by region
7 countries in North America, Central and South America
20 countries
in Asia and Oceania
10 countries in the Middle
East and Africa
23 countries in Europe
Anti-counterfeiting measures
Our mainstay cosmetic and health food products include many products that are directly applied to the skin or are ingested. Therefore, the use of counterfeit goods poses a considerable health risk. The circulation of counterfeit goods is also detrimental to the reputations of our brands. Therefore, we make active use of trademark rights and copyrights to implement countermeasures against counterfeit products in Japan and overseas. In addition to border control measures involving customs, we are particularly active in China, where we take measures as needed. This includes taking down websites that have been confirmed as selling counterfeit goods, locating manufacturers of counterfeit goods, and working with the Chinese authorities to expose counterfeiters.