Wella, Wella, Wella, Huh!

I was struck by a story in the New York Times today about entrepreneur Christy Prunier, who introduced a line of soap, cosmetics and bath products for preteen girls under the brandname "Willa." She started the product line three years ago after her 8-year-old daughter, Willa, put her foot down and said she no longer wanted to use soaps meant for babies.

Hmm. A personal care product called Willa...Willa...Willa....Hey, doesn't that sound sort of like the haircare brand Wella? Yes, it does!

Procter & Gamble, owners of the Wella brand, sent a cease-and-desist letter to Prunier in January. She is undeterred, and the case goes to trial in October. It could cost her $750,000 in legal fees, the Times reports.

So, a couple of thoughts here.

• If you're going to spend three years developing a product, hire a trademark attorney to look for any similarly named products. Why tug on Superman's cape? This was a totally foreseeable situation.
• It seems a shame to waste $750,000 in legal fees over soap and lip balm for young teenage girls. How many starving people could be fed for that amount?
• How about not clogging up the courts over nonsense? Ms. Prunier: change the name, for goodness sake. Hire a branding company for $50,000 and save $700,000.

I can anticipate the comments already, so bring it on:  "Why are you taking the side of the big corporate monster?" and  "Why are you getting down on this particular product -- after all, it's entrepreneurship at work. " On the first question, I think P&G is right to defend a brand they spent $7 billion acquiring. On the second question, I have to admit I might have a different point of view if the product line in question wasn't lip balm, facial masks and other stuff aimed at the terribly under-served tween-girl market. So sue me.