The EUIPO successfully implements influencer’s campaign against cosmetics piracy in Brazil and Portugal.
Last December, the European Union Intellectual Property Office (EUIPO), together with the Brazilian National Institute of Industrial Property (INPI Brazil) and the Portuguese National Institute of Industrial Property (INPI Portugal), launched a hard-hitting campaign to raise awareness of the dangers of counterfeit cosmetics. Influencers @VICCERIDONO (522K followers) from Brazil and @INES.FRANCO (277K followers) from Portugal collaborated in the joint campaign, reaching a total of 272,619 views and impressions (206,305 people in total in both countries) and highlighting the importance of avoiding fraudulent beauty products. This is the first EUIPO campaign where two influencers from different countries joined forces in a groundbreaking campaign, which bridged Latin America and Europe.
The campaign aimed to raise public awareness of the dangers that counterfeit products pose to health. These imitations contain components that cause cancer, such as arsenic, beryllium, cadmium, aluminium and even microbial contamination. These elements can also cause skin problems such as acnes, psoriasis and eye infection.
It also emphasized that counterfeit cosmetics are not only a physical risk but are also linked to organized criminal networks, which use the revenue generated to finance illicit activities. In the global context, it was highlighted that counterfeiting represents a significant threat, with Brazil losing around 345 billion R$ Brazilian Reais (around 54,000 million EUR) annually due to this phenomenon. Consumers need to be aware of the wider consequences of their purchasing decisions, from harming legitimate businesses to indirectly supporting illegal activities.
The campaign was designed to make better known the signs and clues that can help identify counterfeit products, such as low prices, poor quality packaging, and unauthorized sellers. Influencers actively participated through: 1 IG Reel Collaboration, 2 IG Stories, 1 TikTok, and 1 Facebook from Vic Cerdonio and 1 IG Reel Collaboration, 1 IG Reel, 4 IG Stories, and 1 TikTok from Ines Franco, encouraging users to make informed purchases and support policies that combat piracy. The results were impressive, including 3,752 interactions (likes, clicks, comments, shares and saved content).
The campaign also highlighted EUIPO's efforts, together with the IP offices of Brazil and Portugal, to combat counterfeit goods. Recently, both countries carried out major operations resulting in the seizure of large quantities of counterfeit goods. Through this collaborative effort, they have sought to empower consumers to choose authentic products, protect their health, and contribute to the fight against organized crime.
As part of these efforts, the EUIPO hosts the Observatory on Infringements of Intellectual Property Rights, an integral component of the Office dedicated to reinforcing public awareness and encouraging the enforcement of IP rights across borders. Aligned with the strategic goals of the EUIPO’s Strategic Plan 2030, this campaign strengthens the Office’s commitment to building trust and respect for IP through awareness-raising and stakeholder engagement. The SP2030 highlights key objectives, such as promoting IP as a tool for sustainable economic growth.