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The founders of Lush cosmetics have named a product line "Christopher North" after Amazon.co.uk's m.d, in response to the online retailer selling non-Lush products by using the brand name.
This week, the high court ruled against Amazon following a court case brought by Lush, to stop the retailer directing customers to products using the search term "lush", which were not produced by the Lush brand.
Lush, a British cosmetics company founded by Mark and Mo Constantine, has never sold through Amazon, and claimed Amazon's strategy misled customers to make them think they were buying genuine Lush products.
Now, Lush has trademarked Christopher North as a brand-name for a cosmetics line. Mark Constantine told the Guardian the move was to: "make a point about how upsetting it is to have something personal to you, used by someone else."
He said although the line was originally planned as a joke, the fact that Amazon had decided to appeal the high court decision meant they now planned to launch the products, with all profits going to good causes.
The first product will be a pink "shower smoothie", with packaging that promises the product will go "straight to your fulfilment centre with its super saver delivery", and features the line: "op tip: Kindle a new love for your skin, it's not taxing to take care of your skin with this product packed with Amazon Prime ingredients."