On November 5, 2008, the Paris Court of First Instance upheld that SO WHITE! was an imitation of the earlier mark ISOWHITE.
For the Court, the two marks had 7 identical letters positioned in the same order, an overall similar sound and both referred to whiteness.
The decision is quite contestable, as the attractive strength of WHITE is doubtful for the beauty and skin products involved.
The strong meaning of the radical ISO and the expression constituted by SO WHITE should also have eluded any confusion.