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P&G and Vi-Jon Lawsuit Focuses on Brand Identity

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Packaging is critical to brand identity. Now, The Procter & Gamble Company has filed a lawsuit in U.S. District Court for the Middle District of Tennessee against Vi-Jon, Inc., arguing that Vi-Jon’s store brand dandruff shampoos "mimic the shape, colors and label of Head & Shoulders."

The V-Jon products are sold in retail outlets throughout the U.S., including Dollar General, CVS and Kroger.

“We invest heavily in all aspects of our product, and its appearance has become inextricably linked with what we stand for to our consumers,” said Deborah P. Majoras, chief legal officer of P&G. “When a competitor makes products that come too close to our legally protected trademarks and trade dress, it’s unfair to consumers, and to our employees and shareholders, and we will challenge those violations.”

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