The prestige beauty market in Latin America recorded an 18% growth in value in the first quarter of 2025, according to an analysis by Circana. Although significant, the performance signals a transition in the sector, which is beginning to balance channels, redefine leadership and open up new opportunities for brands of different sizes.

Expanding a brand abroad is a strategic move that requires more than just creativity and a desire to grow: it requires structure, planning and legal support. In the fashion world, where intellectual property, contracts and specific regulations are fundamental, having specialized legal advice becomes essential.

This is a common question in the fashion and advertising market. The creative use of language, in slogans, catchphrases and advertising headlines, can become a strategic asset for a brand. But, after all, is it possible to prevent another company from using the same phrase?

Without you realizing it, your brand may be building a valuable legal asset and leaving it unprotected. The way in which visual elements are organized, colors, formats, product layout, ambiance, packaging identity, display windows and even fragrances can create a unique set that is recognizable to the consumer. In law, this set is called trade dress.