GMA: Borghese Vs. Borghese Court Case
Good Morning America (GMA) reported that a battle is brewing in the courts over the Borghese family name that has philosophers, rulers, and even a pope in its lineage. Borghese Inc., a cosmetics company founded by Princess Marcella Borghese in the 1950’s, is suing Lorenzo Borghese, who has a line of pet products called “The Royal Treatment by Prince Lorenzo Borghese”.
The problem with Lorenzo’s product that is drawing him into the courtroom, though, is that his grandmother sold off the family cosmetics company in the ’90s, along with all the rights to sell products under the Borghese name. Though Lorenzo isn’t marketing his product under the Borghese name directly, it is playing up Borghese family lineage, which the cosmetics company argues will cause confusion and reduce the value of their products.
The Royal Treatment: Prince Lorenzo Borghese’s Pet Products
It’s not just the name, however. Consumers may also accidentally draw ties between the cosmetics company and the Royal Treatment by Prince Lorenzo Borghese’s Pet Products, thinking that the cosmetics giant is also making products for pets, which dilutes the high-end nature of the cosmetics company. It is probably safe to assume that consumers that are purchasing high-end cosmetics do not also want to think that the company is making products for dogs, as well.
Good Morning America: Lorenzo Borghese Worries for Family’s Lineage
There has also been an emotional cost to all of this litigation, with Lorenzo Borghese stating that his father is worrying that his family will not be able to use their own names and family history. With him in retirement, as well, he doesn’t want to have to deal with this lawsuit that has cost the family $4 million in court costs.
An aside to this case is that the Borghese family, despite their total lack of involvement in the development of the Borghese Inc. brand for quite some time, has been receiving royalties for their brand since the sale.