To:
`Subject:
`Sent:
`Sent As:
`
`MARTHA ENGEL(mengel@bestlaw.com)
`U.S. Trademark Application Serial No. 97365737 - GET IN THE MOOD
`May 22, 2024 08:35:37 PM EDT
`tmng.notices@uspto.gov
`
`Attachments
`
`screencapture-www-doterra-com-US-en-pl-supplements-specialized-17164206218981
`screencapture-www-doterra-com-US-en-pl-doterra-spa-17164206617391
`screencapture-www-herbalife-com-en-us-u-category-by-type-vitamins-supplements-general-
`health-17164209608671
`screencapture-www-herbalife-com-en-us-u-category-by-type-skin-body-hair-body-care-
`17164209992141
`screencapture-www-herbalife-com-en-us-u-category-by-type-skin-body-hair-skin-care-
`17164210387101
`screencapture-www-nowfoods-com-products-supplements-17164210780671
`screencapture-www-nowfoods-com-products-beauty-health-category-womens-health-
`17164211377141
`screencapture-www-nowfoods-com-products-beauty-health-category-body-care-
`17164211579911
`screencapture-www-paulaschoice-com-skin-care-products-supplements-17164212446631
`screencapture-www-paulaschoice-com-skin-care-products-body-care-17164213451441
`screencapture-www-perriconemd-com-collections-supplements-list-17164213904961
`screencapture-www-perriconemd-com-collections-moisturizers-list-17164214444051
`screencapture-www-perriconemd-com-cleansers-list-17164214877511
`screencapture-www-swansonvitamins-com-supplements-17164215926051
`screencapture-www-swansonvitamins-com-ncat1-Beauty-and-Personal-Care-ncat2-Skin-
`Care-brand-Swanson-Health-Products-ncat3-Skin-Moisturizers-q-17164216814331
`screencapture-www-swansonvitamins-com-p-swanson-ultra-tea-tree-oil-body-wash-16-fl-oz-
`474-ml-liquid-17164217869291
`5492803
`5413617
`7203359
`7000037
`6494380
`4633720
`4678411
`5657527
`5656731
`5835239
`joyfulrose.jpg
`iqnatural.jpg
`herbesque.jpg
`goldenpoppy.jpg
`plantherapy.jpg
`nox.jpg
`
`

`

`cactusblossom.jpg
`vush.jpg
`goldkissed.jpg
`touchbodyworks.jpg
`womanness.jpg
`
`United States Patent and Trademark Office (USPTO)
`Office Action (Official Letter) About Applicant’s Trademark Application
`
`U.S. Application Serial No.  97365737
`
`Mark:   GET IN THE MOOD
`
`Correspondence Address:  
`Martha Engel
`BEST & FLANAGAN LLP
`60 SOUTH SIXTH STREET, SUITE 2700
`MINNEAPOLIS MN 55402
`United States
`
`Applicant:   The Bloomi, Inc.
`
`Reference/Docket No.  N/A
`
`Correspondence Email Address:   mengel@bestlaw.com
`
`
`
`
`
`
`REQUEST FOR RECONSIDERATION AFTER FINAL ACTION DENIED
`
`Issue date:   May 22, 2024
`
`Applicant's request for reconsideration is denied.   See 37 C.F.R. §2.63(b)(3).  The trademark
`examining attorney has carefully reviewed applicant's request and determined the request did not: (1)
`raise a new issue, (2) resolve all the outstanding issues, (3) provide any new or compelling evidence
`with regard to the outstanding issues, or (4) present analysis and arguments that were persuasive or
`shed new light on the outstanding issues.  TMEP §§715.03(a)(ii)(B), 715.04(a).  
`
`Specifically, regarding the Section 2(d) refusal,  applicant reiterates its argument that the addition of
`the term "GET" is sufficient to differentiate the marks, particularly because it conveys a state to be
`achieved, whereas the registered marks indicate a current state of being.  However,  as discussed in the
`previous Office action, adding a term to a registered mark generally does not obviate the similarity
`between the compared marks nor does it overcome a likelihood of confusion under Section 2(d).  See,
`e.g., In re Chatam Int’l Inc., 380 F.3d 1340, 71 USPQ2d 1944 (Fed. Cir. 2004);  In re Toshiba Med. Sys.
`Corp., 91 USPQ2d 1266 (TTAB 2009). Further, when comparing the marks in this case in their
`entireties, the marks do not convey a significantly different commercial impression from the other,
`despite the added term. 
`
`Specifically, the identical phrase "IN THE MOOD" appears in both marks.  Moreover, the registration
`
`

`

`specifies that its goods are "for supporting sexual wellness." Thus, when used in connection with the
`relevant goods, that identical wording conveys the same desired result of feeling a desire, specifically
`one related to sex. The added term "GET" does not alter the meaning of the phrase "IN THE MOOD";
`it merely further explains that the goods can be used to obtain that feeling of desire, instead of merely
`implying that the goods will achieve that result.
`
`Additionally, applicant argues that the marks have different connotations when considered in
`connection with body care products and supplements.  However, as discussed above, the wording  "IN
`THE MOOD" is identical in both marks.  Moreover, the registration specifies that its goods are "for
`supporting sexual wellness." Thus, when used in connection with the relevant goods, that identical
`wording conveys the same desired result of feeling a desire to have sex. 
`
`Applicant has also submitted one third-party registration for a mark including the component "IN THE
`MOOD"  to show that the mark in the cited registration is inherently or conceptually weak and should
`not be afforded a broad scope of protection.  See Jack Wolfskin Ausrustung Fur Draussen Gmbh v. New
`Millennium Sports, SLU, 797 F.3d 1363, 1374, 116 USPQ2d 1129, 1136 (Fed. Cir. 2015); Juice
`Generation, Inc. v. GS Enters. LLC, 794 F.3d 1334, 1339, 115 USPQ2d 1671, 1675 (Fed. Cir. 2015);
`Sabhnani v. Mirage Brands, LLC, 2021 USPQ2d 1241, at *22 (TTAB 2021) (quoting Tao Licensing,
`LLC v. Bender Consulting Ltd., 125 USPQ2d 1043, 1057 (TTAB 2017)); TMEP §1207.01(d)(iii).   
`
` A
`
` large number of active use-based third-party registrations including the same or similar term or mark
`segment for the same or similar goods may be relevant to prove, in the same way dictionaries are used,
`that a term or mark segment has “a normally understood and well-recognized descriptive or suggestive
`meaning, leading to the conclusion that that segment is relatively weak” and entitled to only a narrow
`scope of protection.  Jack Wolfskin Ausrustung Fur Draussen Gmbh v. New Millennium Sports, SLU,
`797 F.3d at 1374, 116 USPQ2d at 1136 (quoting Juice Generation, Inc. v. GS Enters. LLC, 794 F.3d at
`1339, 115 USPQ2d at 1675); Sabhnani v. Mirage Brands, LLC, 2021 USPQ2d 1241, at *22 (citing Tao
`Licensing, LLC v. Bender Consulting Ltd., 125 USPQ2d at 1057). 
`
`However, evidence comprising only a small number of active use-based third-party registrations
`including the same or similar component is generally entitled to little weight in determining the
`strength of a mark.  See In re i.am.symbolic, llc, 866 F.3d 1315, 1328-29, 123 USPQ2d 1744, 1751-52
`(Fed. Cir. 2017); AMF Inc. v. Am. Leisure Prods., Inc., 474 F.2d 1403, 1406, 177 USPQ 268, 269
`(C.C.P.A. 1973). A single  third-party registration  is “not evidence of what happens in the market place
`or that customers are familiar with them.”  Sock It To Me, Inc. v. Aiping Fan, 2020 USPQ2d 10611, at
`*9 (TTAB 2020) (quoting AMF Inc. v. Am. Leisure Prods., Inc., 474 F.2d at 1406, 177 USPQ at 269). 
`Thus, the one third-party registration submitted by applicant is insufficient to establish that the mark is
`inherently or conceptually weak. 
`
`Further, assessing conceptual strength is determined in relation to the specified goods.  Bell's Brewery,
`Inc. v. Innovation Brewing, 125 USPQ2d 1340, 1345 (TTAB 2017) (citing Couch/Braunsdorf Affinity,
`Inc. v. 12 Interactive, LLC, 110 USPQ2d 1458, 1476 (TTAB 2014)).  Evidence comprising third-party
`registrations of similar marks for different or unrelated goods has “no bearing on the strength of the
`term in the context relevant to this case.”  See Tao Licensing, LLC v. Bender Consulting Ltd., 125
`USPQ2d at 1058 (citing In re i.am.symbolic, llc, 866 F.3d at 1328, 123 USPQ2d at 1751).  The
`referenced third-party registration appears to be for goods that are predominantly different from and
`unrelated to those identified in the cited registration and applicant's application.  Thus, this third-party
`registration submitted by applicant is not probative on whether a portion or all of the mark is inherently
`or conceptually weak.
`
`

`

`
`Applicant also argues that the compared goods are not related because the goods are not identical or
`overlapping.  However, t he fact that the goods of the parties differ is not controlling in determining
`likelihood of confusion. The issue is not likelihood of confusion between particular goods, but
`likelihood of confusion as to the source or sponsorship of those goods. In re Majestic Distilling Co.,
`315 F.3d 1311, 1316, 65 USPQ2d 1201, 1205 (Fed. Cir. 2003); In re Shell Oil Co., 992 F.2d 1204,
`1208, 26 USPQ2d 1687, 1689 (Fed. Cir. 1993); TMEP §1207.01.   The compared goods need not be
`identical or even competitive to find a likelihood of confusion.  See On-line Careline Inc. v. Am. Online
`Inc., 229 F.3d 1080, 1086, 56 USPQ2d 1471, 1475 (Fed. Cir. 2000); Recot, Inc. v. Becton, 214 F.3d
`1322, 1329, 54 USPQ2d 1894, 1898 (Fed. Cir. 2000); TMEP §1207.01(a)(i).  They need only be
`“related in some manner and/or if the circumstances surrounding their marketing are such that they
`could give rise to the mistaken belief that [the goods] emanate from the same source.”  Coach Servs.,
`Inc. v. Triumph Learning LLC, 668 F.3d 1356, 1369, 101 USPQ2d 1713, 1722 (Fed. Cir. 2012)
`(quoting 7-Eleven Inc. v. Wechsler, 83 USPQ2d 1715, 1724 (TTAB 2007)); TMEP §1207.01(a)(i); see
`Made in Nature, LLC v. Pharmavite LLC, 2022 USPQ2d 557, at *44 (TTAB 2022) (quoting In re Jump
`Designs LLC, 80 USPQ2d 1370, 1374 (TTAB 2006)).
`
`Lastly, applicant argues that the evidence of record is insufficient to establish that the goods are related
`and that many companies that sell supplements do not also sell body care products, and vice versa. 
`However, the previously attached evidence from https://getmaude.com/, https://jimmyjane.com/,
`https://dame.com/,
`https://www.phdfemininehealth.com/,
`https://herjuicebar.com/,
`https://queenvlife.com/, https://thehoneypot.co/, https://lovewellness.com/, https://empressorganics.net/,
`https://biomprobiotics.com/, and https://lelefeminine.com/, shows that the same entity often produces
`both nutritional supplements and massage oils or skin moisturizers. 
`
`attached  evidence
`additional
`Moreover,  the
`from  https://www.doterra.com/,  https://www.herbalife.com/,  https://www.nowfoods.com/,  https://www.paulaschoice.com/,  
`https://www.perriconemd.com/, and  https://www.swansonvitamins.com/  shows doTERRA, Herbalife,
`NOW, Paula's Choice, Perricone MD, and  Swanson offering nutritional supplements, skin moisturizers,
`and body washes.  This evidence establishes tha t the same entity commonly produces the relevant
`goods and markets the goods under the same mark. 
`
`Thus, applicant's and registrant's goods are considered related for likelihood of confusion purposes. 
`See, e.g., In re Davey Prods. Pty Ltd., 92 USPQ2d 1198, 1202-04 (TTAB 2009); In re Toshiba Med.
`Sys. Corp., 91 USPQ2d 1266, 1268-69, 1271-72 (TTAB 2009).
`
`Further, the attached evidence from the USPTO's X-Search database shows a number of third-party
`marks registered for use in connection with the same or similar goods as those of both applicant and
`registrant
`in
`this
`case.  See
`attached
`U.S.
`Registration
`Nos.  5413617, 4633720, 5657527, 5492803, 6494380, 4678411, 7203359,
`5835239, 5656731,
`and  7000037. This evidence shows that the goods listed therein, namely  nutritional supplements,
`massage oils, skin moisturizers, and body washes, are of a kind that may emanate from a single source
`under a single mark. See In re I-Coat Co., 126 USPQ2d 1730, 1737 (TTAB 2018) (citing In re Infinity
`Broad. Corp., 60 USPQ2d 1214, 1217-18 (TTAB 2001); In re Albert Trostel & Sons Co., 29 USPQ2d
`1783, 1785-86 (TTAB 1993); In re Mucky Duck Mustard Co., 6 USPQ2d 1467, 1470 n.6 (TTAB
`1988)); TMEP §1207.01(d)(iii).
`
`
`Regarding the Sections 1, 2, and 45 refusal,applicant reiterates its argument that the refusal is
`
`

`

`premature for a Section 1(b) intent-to-use application.  However, this Sections 1, 2, and 45 refusal
`applies to any application, not only use-based §1(a) applications. TMEP §1202. A specimen is not
`required to determine whether the mark functions as a trademark;  a refusal must be issued, regardless
`of the filing basis, if the evidence supports a determination that a proposed mark is merely
`informational and thus would not be perceived as an indicator of source. See TMEP §1202; In re AC
`Webconnecting Holding B.V., 2020 USPQ2d 11048, at *7 (finding an application for registration filed
`pursuant to §44(e) subject to the requirement that the applied-for mark function as a mark); In re Right-
`On Co., 87 USPQ2d 1152, 1157 (TTAB 2008) (noting the propriety of and affirming a failure-to-
`function ornamentation refusal in a §66(a) application).
`
`Any evidence demonstrating that the public would perceive the wording merely as conveying the
`ordinary meaning of the message supports this refusal.  TMEP §1202.04(b).  The issue of whether a
`designation functions as a mark depends on the commercial impression it makes on the relevant public;
`that is, whether consumers would likely regard it as a source-indicator for the goods.  See In re Vox
`Populi Registry Ltd., 25 F.4th 1348, 1351, 2022 USPQ2d 115, at *2 (Fed. Cir. 2022) (citing In re AC
`Webconnecting Holding B.V., 2020 USPQ2d 11048, at *3 (TTAB 2020)); In re Maugus Mfg., Inc.,
`2021 USPQ2d 1100, at *6 (TTAB 2021) (citing In re Eagle Crest, Inc., 96 USPQ2d 1227, 1229 (TTAB
`2010); In re Aerospace Optics, Inc., 78 USPQ2d 1227, 1229 (TTAB 2010)). 
`
`Because the function of a mark is to identify a single commercial source for particular goods, if
`consumers are accustomed to seeing a phrase used in connection with goods from many different
`sources, it is likely that consumers would not view the matter as a source indicator for the goods.  See In
`re Mayweather Promotions, LLC, 2020 USPQ2d 11298, at *1 (TTAB 2020) (citing  D.C. One
`Wholesaler, Inc., 120 USPQ2d at 1716);  In re Wal-Mart Stores, Inc., 129 USPQ2d 1148, 1150 (TTAB
`2019). 
`
`Thus, the refusal is based on evidence of use of the phrase in the marketplace, rather than on a
`specimen of record, and registration must be refused, regardless of the filing bases, if the evidence
`supports a determination that a proposed mark is merely informational and thus would not be perceived
`as an indicator of source.  See  TMEP §1202;  In re AC Webconnecting Holding B.V., 2020 USPQ2d
`11048, at *7 (TTAB 2020);  In re Right-On Co., 87 USPQ2d 1152, 1157 (TTAB 2008).
`
`Moreover, submission of an otherwise acceptable specimen bearing the proposed mark will not obviate
`the refusal because the mere fact that the matter appears on a technically good specimen does not mean
`that it would be perceived as a mark.TMEP §1202.04(d);  See In re Team Jesus LLC, 2020 USPQ2d
`11489, at *5-6 (TTAB 2020) (holding the nature and ubiquity of the phrase TEAM JESUS, including
`on apparel from many sources, did "not create the commercial impression of a source indicator, even
`when displayed on a hangtag or label") (quoting D.C. One Wholesaler, Inc. v. Chien, 120 USPQ2d
`1710, 1716 (TTAB 2016)). If the evidence shows that the public would not perceive the proposed mark
`as serving to indicate the source of the identified goods, it does not function as a mark and may not be
`registered regardless of the manner of use depicted on the specimens or the filing basis on which
`applicant relies.  TMEP §1202.04(d). 
`
`Regarding the substance of the refusal, applicant argues that the evidence of record is insufficient to
`show that the slogan is widely used by a variety of sources. However, the record contains the
`previously submitted evidence from the February 7, 2023, and October 18, 2023, Office actions from
`the following sources:
`
`
`•
`
`https://www.amazon.com/: "Get in the mood  and support blood flow" in connection with
`
`

`

`in
`
`the mood"
`
`in connection
`
`products for sexual wellness; 
`https://www.windmillvitamins.com/: "...to help you  get
`with products for promoting sexual arousal;
`https://bemoxe.com/: "This go-to essential oil helps us to "get in the mood" and increase natural
`lubrication" in connection with products for setting "the mood" for sex;
`https://passionbykait.com/: "10 Ways to Use Essential Oils for Sex:...to  get in the mood" in an
`article about uses for essential oils;
`https://www.awesomewoman.com/: "...helps you  get
`products for better sex; 
`
`https://www.forhers.com/: "...to help you  get in the mood" in connection with products for
`sexual wellness; 
`https://www.womenshealthnetwork.com/: "...women need to 'get in the mood' for sex" in an
`article about sexual wellness;
`https://highlinewellness.com/: "Get in the mood and stay in the mood" in connection with
`products for sexual wellness;
`https://www.webmd.com/: "6 Ways to  Get in the Mood" in an article about sexual wellness;
`https://getmaude.com/: "...to help you get in the mood " in an article about products used for
`sexual stimulation;
`
`in the mood"
`
`in connection with
`
`•
`
`•
`
`•
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`•
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`•
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`•
`
`•
`
`•
`•
`
`•
`
`•
`
`•
`
`•
`
`•
`
`•
`
`•
`
`•
`
`https://www.cvs.com/: "...help you get in the mood" in connection with sexual health products;
`
`https://www.radiatewellnessproducts.com/: "Get in the mood"  in connection with products for
`sexual wellness;
`
`https://theeverymom.com/: "...helped me  get in the mood  faster"  in connection with products for
`sexual wellness;
`
`https://deialove.com/: "...to help you and your partner  get in the mood" in connection with sex
`toys; 
`
`https://herown.com/: "Get in the mood, naturally"  in connection with products for sexual
`wellness;
`
`https://www.wildfireoil.com/: "...all-natural pleasure oils to  get in the mood"  in connection with
`products for sexual wellness;
`
`https://chiavaye.com/: "...a great way to  get in the mood"  in connection with products for sexual
`wellness;
`
`https://www.k-y.com/: "Sometimes, it takes your body a little while to  get in the mood"
`in  connection with products for sexual wellness. 
`
`
`from  https://joyfuldesertrose.com/, https://www.iqnatural.com/,
`evidence
`attached
`Further, the
`https://www.herbesque.com/, https://shop.goldenpoppyherbs.com/, https://www.planttherapy.com/,
`https://shopnox.com/,
`https://www.cactusblossomcollective.com/,
`https://vushwellness.com/,
`https://goldkissedessentials.com/, https://www.touchbodyworks.com/, and https://womaness.com/  also
`shows  that the expression "GET IN THE MOOD" is commonly used to refer to feeling a desire to have
`sex  and conveys  a common desired result of body care products such as massage oils.  Because
`consumers are accustomed to seeing this expression commonly used in everyday speech by many
`different sources, they would not perceive it as a mark identifying the source of applicant's goods but
`
`

`

`rather as only conveying an informational message. 
`
`Applicant also argues that the evidence of record must show that the expression was commonplace as
`of the application filing date of April 15, 2022, in order to be considered. However, eligibility  for
`registration must be determined on the basis of the facts and evidence in the record at the time
`registration is sought, which includes during examination and any related appeal. In re Chippendales
`USA Inc., 622 F.3d 1346, 1354, 96 USPQ2d 1681, 1686 (Fed. Cir. 2010); In re Morton-Norwich
`Prods., Inc., 671 F.2d 1332, 1344, 213 USPQ 9, 18 (C.C.P.A. 1982); In re Thunderbird Prods. Corp.,
`406 F.2d at 1391, 160 USPQ at 732.  Proof that submitted evidence was available as of the filing date of
`the application is not required for such evidence to have probative value regarding the public
`perception of a mark at the time registration is sought.  
`
`Lastly, applicant argues that a similar mark "GET IN THE GAME" has been registered on the Principal
`Register and therefore applicant is entitled to registration as well.  However, i t is well settled that each
`application must be decided on its own facts; the USPTO is not bound by prior decisions involving
`different records. When determining whether an applied-for mark is eligible for registration, each
`application must be considered on its own record. In re Cordua Rests., Inc., 823 F.3d 594, 600, 118
`USPQ2d 1632, 1635 (Fed. Cir. 2016) (“[The Federal Circuit], like the Board, must evaluate the
`evidence in the present record to determine whether there is sufficient evidence . . . .”); In re
`Shinnecock Smoke Shop, 571 F.3d 1171, 1174, 91 USPQ2d 1218, 1221 (Fed. Cir. 2009) (“Applicant's
`allegations regarding similar marks are irrelevant because each application must be considered on its
`own merits.”); see also In re Nett Designs, Inc., 236 F.3d 1339, 1342, 57 USPQ2d 1564, 1566 (Fed.
`Cir. 2001) (“Even if some prior registrations had some characteristics similar to Nett Designs’
`application, the PTO’s allowance of such prior registrations does not bind the [Trademark Trial and
`Appeal] Board or this court.”).   An applied-for mark does not become registrable simply because other
`seemingly similar marks appear on the register. In re Consumer Prot. Firm PLLC, 2021 USPQ2d 238,
`at *22 (citing In re Scholastic Testing Serv., Inc., 196 USPQ 517, 519 (TTAB 1977)). Thus, applicant's
`argument regarding the different mark "GET IN THE GAME" is not relevant to the determination of
`whether the mark in the present case is eligible for registration. 
`
`Accordingly, the following refusals made final in the Office action dated October 18, 2023, are
`maintained and continued: 
`
`
`•
`•
`
`Section 2(d) Refusal – Likelihood of Confusion
`Sections 1, 2, and 45 Refusal - Failure to Function as a Trademark
`
`
`See TMEP §§715.03(a)(ii)(B), 715.04(a).  
`
`If applicant has already filed an appeal with the Trademark Trial and Appeal Board, the Board will
`be notified to resume the appeal.   See TMEP §715.04(a).  
`
`If applicant has not filed an appeal and time remains in the response period for the final Office
`action, applicant has the remainder of that time to (1) file another request for reconsideration that
`overcomes any outstanding final refusals, and/or (2) file a notice of appeal to the Board.  TMEP
`§715.03(a)(ii)(B).
`
`

`

`
`
`/Monica L. Beggs/
`Trademark Examining Attorney
`Law Office 105
`(571) 272-6614
`Monica.Beggs@USPTO.GOV
`
`
`
`

`

`
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