So in case of the wand, I think you are saying that the primary market was always going to be Asia, but that P&G thought they might as well do a US/EU trademark as well, so they did it just before launch in Asia to play it safe.
I would say that with Magnemasks, we may be looking at something different. The Asian and US/EU trademarks are all coming at about the same time. So the US trademark is not likely to be a rushed afterthought as with the wand, but rather part of a coordinated plan (i.e. a long range coordinated plan).
I have had a look at the US trademark situation for P&G in the areas of beauty/grooming/oral care and specifically at the time between first filing and first commercial use. These examples were not cherry picked :
Column 1
Column 2
Column 3
Column 4
1
TRADEMARK
FILING DATE
DATE OF FIRST COMMERCIAL USE
MONTHS BETWEEN FILING FIRST USE
2
Olay Eyes
13/10/2015
12/07/2016
9.10
3
Venus & Olay
28/10/2010
1/04/2012
17.37
4
Olay Age Less
8/10/2015
31/03/2016
5.83
5
Olay Summer Collection
6/06/2014
9/03/2015
9.20
6
Regenerist Luminous
30/10/2012
1/01/2014
14.27
7
DREAMCARE
3/11/2015
10/01/2017
14.47
8
WHITESTRIPS BRILLIANCE
14/09/2016
31/12/2015
-8.60
9
COMFORTGLIDE
6/04/2016
31/01/2017
10.00
10
CREST 3D WHITE DIAMOND STRONG
6/05/2014
9/02/2015
9.30
As can be seen above, apart from one example for a product that was already in use (whitestrips brilliance), P&G USA seem to have a track record of filing their trademarks several months before using them in product marketing and packaging. Note the average time is 11 months.
So while I agree these trademark applications and all the others we have seen are a huge deal for us and a clear indication that the snowball is finally picking up speed, I suggest that Magnemasks will likely be one of the later products that we see off the block, probably sometime next year.
By the way, anyone still reading this should actually hope that I am correct! What I suggest is that this is an indication of yet another product license to come for a product we don't know about. What Jase is suggesting is that this is a trademark for a product that has already been licensed and we are expecting anyway.
(20min delay)