Brands are of paramount importance for economic players in the cosmetics sector. Used to identify the origin of a product and link it to a specific company, they are intangible assets with high added value that offer their owners the possibility of differentiating themselves from the competition. It is essential to defend them carefully when they are infringed in any form and when counterfeits appear on the market. Trademark law has just been thoroughly reformed. An insight from Sylvie Benoliel-Claux, Lawyer at the Paris Bar.