.maybelline

Status:	WITHDRAWN
Registry Provider:	Verisign
Type:	Brand TLD
More information:

.maybelline is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is L'Oréal. In June 2013, .maybelline became the 4th string that L'Oréal withdrew, leaving another 10 still in the evaluation process.

Application Details

The following is excerpted from the applicant's response to question #18:

"L’Oréal is a leading global consumer products company serving the needs of consumers around the world with 23 brands in five different segments. L’Oréal has 68,900 employees and its products are available for purchase online and in stores and outlets in over 130 countries.

..

Through a unified corporate approach, L’Oréal intends to submit 9 gTLD applications for the branded strings .loreal, .欧莱雅, .garnier, .kerastase, .kiehls, .lancome .maybelline, .matrix, and .redken

The intended future mission and purpose of the [gTLD] is to serve as a trusted, hierarchical, and intuitive namespace provided by L’Oréal and its qualified subsidiaries and affiliates, to L’Oréal customers, consumers, and Internet users. L’Oréal will be the entity to file this application and bring the [gTLD] to market.

Although ICANN has not specifically recognized a .BRAND gTLD specification in the current round, it is widely anticipated in the brand community that this will become a specialty subset of gTLDs. The [gTLD] is intended to be one of those .BRAND gTLDs, with the goal of protecting L’Oréal’s online presence and identity, expanding its marketing and promotion efforts, providing a secure channel for online products and services, and offering a platform through which to consolidate many of the intellectual property activities of L’Oréal.

L’Oréal intends to initially limit registration and use of domain names within the [gTLD] to L’Oréal and its qualified subsidiaries and affiliates. This initial limited use will allow L’Oréal to establish its operations and achieve full sustainability. This limited distribution coupled with the other requirements set forth in Specification 9 of the template Registry Agreement is intended to exempt L’Oréal from its annual Code of Conduct Compliance requirements.