Four years ago you answered my question regarding selling cosmetics under the brand name Smitten Cosmetics, which slightly overlapped with a skincare line called Smitten Essence that operates exclusively in Australia. The inquiry and response can be found here: http://www.justanswer.com/business
So you know, I have not done anything with the Smitten Cosmetics DBA license. Now, the Australian company has changed its name to Smitten Cosmetics and has expanded its line to include color cosmetics (which I had planned on selling). I only know about the name change because the company's vendors
have been emailing me via www.smittencosmetics.com (my website) instead of www.smittencosmetics.com.au (their website). The company still only sells and ships to Australian consumers, but I wonder if I should go ahead and trademark the name in the U.S. or if I should rename and rebrand my materials before going to market in order to save time, money and frustration. The thing is, I really like the identity I've created specifically for the brand name Smitten Cosmetics and I don't want to change it if I can help it.
From an objective standpoint, I don't believe the other brand has that much staying power, but then again, I might not, either. Do you think it prudent to go forward in trademarking the name in the United States (where I intend to sell - I understand the trademark won't actually be in effect until I start selling products) now and work towards bringing the products to fruition?
Thank you for your time!