Latest news of the domain name industry

Recent Posts

L’Oreal is using “closed generic” .makeup in an interesting way

Kevin Murphy, September 18, 2017, Domain Registries

What do you call a registry that defensively registers names on behalf of the very people that would be its most likely customers if the TLD weren’t so hideously overpriced?

L’Oreal, apparently.

About half of its .makeup new gTLD comprises the names or nicknames of social media “influencers” in the make-up scene, and they all seem to belong to the registry.

Ironically, these are precisely the kind of people you’d expect to actually go out and register .makeup domains, if they didn’t cost close to $7,000 a pop.

L’Oreal put a $5,500 wholesale price-tag on .makeup domains, evidently as a Plan B to avoid actually having to sell names to people, after its original plan to keep the string as a “closed generic” failed due to ICANN politicking.

As you might expect, uptake has been minimal. The zone file currently has about 266 domains in it.

Beyond L’Oreal itself, there are defensive registrations by companies not remotely related to the make-up industry, such as BMW and Intuit, and registrations by competing companies in the cosmetics industry, such as Christian Dior and Estee Lauder.

But there are also something like 150 .makeup domains that were all registered at the same time, this April, representing the names and social media handles of young women who post YouTube videos about makeup for their often thousands of subscribers.

It turns out these women are all participants (willing, it seems) in WeLove.Makeup, a web site created by L’Oreal to promote its products.

The site is basically a social media aggregator. Each “influencer” has their own page, populated by their posts from YouTube, Instagram, Twitter, and such. It’s maintained by Findie, which specializes in that kind of thing.

The domains matching the participants names do not resolve to the site, however. They’re all registered to L’Oreal’s registry management partner Fairwinds and resolve to ad-free registrar parking pages.

The names were registered via 101Domain, which prices .makeup names at $6,999, but I’ve no idea what payment arrangement Fairwinds/L’Oreal has for this kind of thing.

This is what a wannabe closed generic can look like, it seems — the registry pricing its customers out of the market then registering their names on their behalf anyway.

Is this “innovation”?

L’Oreal shows cards on former “closed generic” gTLDs

Kevin Murphy, August 3, 2016, Domain Registries

Want to register a .beauty or .makeup domain name? L’Oreal will get to decide unilaterally whether “you’re worth it”.

The cosmetics maker has released the registration policies for its first former “closed generic” gTLD, .makeup, and they’re among the most restrictive in the industry.

Free speech appears to be the first victim of the policy — “gripe sites” are explicitly banned in the same breath as cybersquatting, 419 scams and the sale of counterfeit goods.

Domain investors and those who would hide their identity behind Whois privacy services appear to be unwelcome, too.

But perhaps most significantly, L’Oreal has also given itself the right to decide, in its sole discretion, whether a would-be registrant is eligible to own a .makeup domain.

Its launch policy reads:

Registrant Eligibility Requirements

To support the mission and purpose of the TLD, in order to register or renew a domain name in the TLD, Applicants must (as determined by the Registry in its sole and exclusive right):

  • Own, be connected to, employed by, associated with, or affiliated with a company that provides makeup and/or cosmetics related products, services, news, and/or content; or (ii) be an individual, association, or entity that has a meaningful nexus (as determined by the Registry in its sole discretion) with the cosmetics industry; and
  • Possess a bona fide intention to use the domain name in supporting the mission and purpose of the TLD.

Would-be registrants have to submit an “application” for the domain they want, and L’Oreal gets to decide whether to approve it or not.

Whether L’Oreal chooses to apply liberal or conservative standards here remains to be seen.

Like most new gTLD registries, the company plans to reserve many domains for the use of itself, partners, or future release.

The policies also give L’Oreal broad discretion to suspend or terminate names it decides violate the terms of the registration policy, which it says it can amend and retroactively apply at any time.

Using the domain counter to the mission statement of the gTLD is a violation. The mission statement reads:

The mission and purpose of the TLD is first and foremost to promote the beauty, makeup and cosmetics segments, through meaningful engagement with manufacturers, beauty enthusiasts, consumers, and retailers, using a domain space intended for use by individuals and/or companies within or associated with the various industries that provide, utilize, or bear a recognizable connection to makeup and cosmetic products and/or services.

L’Oreal has defined gripe sites — sites established primarily to criticize — as a security and stability concern that “may put the security of any Registrant or user at risk”, banning

other abusive behaviors that appear to threaten the stability, integrity or security of the TLD or any of its registrar partners and/or that may put the security of any Registrant or user at risk, including but not limited to: cybersquatting, sale and advertising of illegal or counterfeit goods, front-running, gripe sites, deceptive and⁄or offensive domain names, fake renewal notices, cross gTLD registration scams, traffic diversion, false affiliation, domain kiting⁄tasting, fast-flux, 419 scams.

If you want to set up a .makeup web site to criticize, say, L’Oreal for “body shaming” or for its animal testing policy, lots of luck to you.

The gTLD is owned by L’Oreal but seems to be being managed primarily by its application consultant, Fairwinds Partners.

It was originally designated as a single-registrant space, a so-called “closed generic” or “exclusive access” gTLD, in which only L’Oreal could register names.

But the company was forced to change its plans, under pain of losing its application, after the Governmental Advisory Committee persuaded ICANN to perform a U-turn on the permissibility of closed generics.

.makeup is due to start accepting pre-launch requests for Founders Program domains next Monday. General availability will start October 19.

Sunrise will kick off September 8, though L’Oreal warns that it has withheld generic terms such as “shop” from this period.

The company also owns .beauty, and I expect its terms there to be similar.

L’Oreal takes the red pill, withdraws .matrix bid

L’Oreal has withdrawn another of its dot-brand new gTLD applications.

This time it’s .matrix, for one of its hair-care product brands.

It’s the eighth of L’Oreal’s 14 original new gTLD applications to be withdrawn, after .欧莱雅, .kiehls, .loreal, .garnier, .maybelline, .kerastase, and .redken.

Only .lancome remains of its dot-brand applications. It has already passed Initial Evaluation, unlike the others which tend to get dropped shortly before results are posted, to secure a bigger refund.

Its “closed generic” bids for .skin, .beauty, .hair, .makeup and .salon are all still active and have all passed IE.

Four new gTLD applications withdrawn, including one closed generic

Four new gTLD application were withdrawn overnight, including the first “closed generic” bid to be dropped since ICANN implemented a freeze on such applications.

Today’s withdrawals are:

  • .movie — Of the eight applications for this string, this Dish DBS bid was one of only two proposed with single-registrant business models. It would have undoubtedly have been captured by the current ICANN hold on closed generics.
  • .chesapeake — A dot-brand filed by Chesapeake Energy. It had already passed Initial Evaluation. While arguably a geographic string, it had not been classified as such by ICANN and had no objections or GAC advice.
  • .chk — An abbreviation of the above, matching Chesapeake’s stock market ticker symbol. It had also already passed IE and had a clear run at delegation.
  • .kerastase Yet another L’Oreal dot-brand application, the sixth of its original 14 bids to be withdrawn.

The total withdrawals to date now stands at 94, 49 of which were uncontested.

L’Oreal’s dot-brand bites the dust

Beauty products maker L’Oreal has withdrawn its new gTLD application for .loreal.

I did not see this one coming.

L’Oreal is among the most prolific applicants for new gTLDs from the offline world, applying for 14 strings in total.

One of its marketing executives even spoke at the Digital Marketing & gTLD Strategy Congress in New York this March.

Its primary dot-brand is its first third application to be dropped.

The company has also applied for dot-brands including .maybelline, .garnier and .lancome, and generics such as .salon, .makeup, .skin and .hair, all of which still appear to be active bids.

Is this indicative of a changing gTLD strategy — perhaps the company has decided to focus on its product brands rather than its company name — or is .loreal merely the first latest of many withdrawals?

  • Page 1 of 2
  • 1
  • 2
  • >