The 10 Current Scent Trademarks Currently Recognized by the U.S. Patent Office


Though the United States Patent and Trademark Office lets you trademark a scent, few have taken them up on the offer. Millions of conventional trademarks (logos, slogans, etc.) have been registered, but the government's filings on their olfactory counterparts could barely fill a three-ring binder—by our count, there are less than a dozen active trademarked scents.

The first trademarked smell in the U.S. was a plumeria blossom-scented embroidery thread, and it was issued in 1990. California company OSEWEZ (pronounced "Oh Sew Easy") was able to obtain the distinction after successfully arguing for it in front of the Trademark Trial and Appeal Board, opening the door to future scent trademarks. (OSEWEZ's plumeria thread trademark has since lapsed.)

That such a small number of these trademarks have been issued is due in part to the somewhat surprising reasoning behind what smells qualify. According to The Wall Street Journal, "In the U.S., you have to show that a fragrance serves no important practical function other than to help identify and distinguish a brand." This means that a product whose purpose is only smell-related—like perfume or air fresheners—cannot receive the protection of a scent trademark.

Also, trademark applications have to be smelled by a government examiner, so samples must be provided. As a U.S. trademark official told The Wall Street Journal, "If an examiner’s nose isn’t working, the attorney would have to find a supervisor to do the sniffing."

"The difficulty in registering a scent mark on the Principal Register appears to have deterred applicants from filing scent mark applications in the United States," explains the International Trademark Association.

Other countries are stricter still. There are no current scent trademarks registered with the EU. Australia has granted only one (for a brand of eucalyptus-scented golf tee), and the UK has two registered smell trademarks, both successfully applied for in 1994: dart feathers that smell like bitter beer, and “a floral fragrance/scent reminiscent of roses as applied to tyres” for road vehicles.

Our search of the U.S. Patent and Trademark Office uncovered only 10 active registered scent trademarks. One application for an orange-scented chemical used in fracking is still open and received some press attention earlier this year, but the company responsible for it seems to be letting the request lapse.

The following scents don't necessarily smell better than normal aromas—they just have better lawyers.


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Reg. 4618936

Verizon plans to pump this trademarked scent into their larger, "marquee" retail stores. Their application argues that the smell would help distinguish these locations from "other communications and consumer electronics retailers in an increasingly crowded field." It became an official trademark on October 7, 2014.


Reg. 4754435

Brazilian footwear company Grendene successfully trademarked their line of bubble gum-scented jelly sandals in June, 2015. To do this, they sent the Commissioner for Trademarks an example for consideration, along with the attached note: “The applicant … respectfully submits the enclosed sandal as evidence.”


Reg. 4144511

The Eddy Finn Ukulele Co. fought for the right to trademark the piña colada smell that they apply to one of their ukulele models. They won the trademark, but wound up facing problems with the product itself. According to The Wall Street Journal, "Ukuleles shipped overseas lost their scent during the voyage … so by the time their international customers plucked them, they just smelled like ukuleles."


Reg. 4113191

Footwear chain Flip Flop Shops received a trademark for the coconut aroma they pump into their retail locations. Their application included pages and pages of press releases arguing that the scent was a key part of their brand. "Approaching from 15 feet away," one example reads, "coconut suntan oil scent and active lifestyle inspired music begins to tickle the senses and excite the toes of likely customers."

Flip Flop Shops co-owner Darin Kraetsch is a fan of many sensory experiences, it seems. "Believe me, if they had an edible flip-flop, we’d have it," he said in an interview (also included in their trademark application).


U.S. Patent and Trademark Office

Reg. 3849102

This trademark is extra unique in that it was issued to an individual and not a company. The applicant, a Bulgarian citizen, and his lawyer successfully argued for the right to trademark rose-scented marketing materials by astutely playing to the U.S. Patent and Trademark Office's guidelines for a scent's non-functionality:

“This odor may be impregnated into promotional items such as hand wipes or soaps, or may be created by the application of geraniol to the packaging or advertising associated with promotional items which may have no odor, or may have a different odor, of their own.”

For his example, he sent in a rose-scented hand wipe packaged inside a jewelry store advertisement (pictured above).


Reg. 3589348

Hisamitsu Pharmaceutical Co., a Japanese company, trademarked the "minty" scent of their pain-relief patches, a smell produced by a "mixture of highly concentrated methyl salicylate (10wt%) and menthol (3wt%)."


Reg. 3332910

The application lists these as "toothbrushes impregnated with the scent of strawberries," and Lactona, the company which makes them, formally obtained the trademark in 2007.


Reg. 2568512, 2596156, 2463044

These lubricants, marketed today as "Fuel Fragrances" by Manhattan Oil, make your exhaust redolent. There are nearly 20 varieties, but only three smells are on record as being trademarked: "Super Charged Strawberry," "Cherry Bomb," and "Groovy Grape." First filed in 1995, these applications are the oldest scent trademarks that are still active today.

Chip Somodevilla, Getty Images
Big Questions
What Does the Sergeant at Arms Do?
House Sergeant at Arms Paul Irving and Donald Trump arrive for a meeting with the House Republican conference.
House Sergeant at Arms Paul Irving and Donald Trump arrive for a meeting with the House Republican conference.
Chip Somodevilla, Getty Images

In 1981, shortly after Howard Liebengood was elected the 27th Sergeant at Arms of the United States Senate, he realized he had no idea how to address incoming president-elect Ronald Reagan on a visit. “The thought struck me that I didn't know what to call the President-elect,'' Liebengood told The New York Times in November of that year. ''Do you call him 'President-elect,' 'Governor,' or what?” (He went with “Sir.”)

It would not be the first—or last—time someone wondered what, exactly, a Sergeant at Arms (SAA) should be doing. Both the House and the Senate have their own Sergeant at Arms, and their visibility is highest during the State of the Union address. For Donald Trump’s State of the Union on January 30, the 40th Senate SAA, Frank Larkin, will escort the senators to the House Chamber, while the 36th House of Representatives SAA, Paul Irving, will introduce the president (“Mister [or Madam] Speaker, the President of the United States!”). But the job's responsibilities extend far beyond being an emcee.

The Sergeants at Arms are also their respective houses’ chief law enforcement officers. Obliging law enforcement duties means supervising their respective wings of the Capitol and making sure security is tight. The SAA has the authority to find and retrieve errant senators and representatives, to arrest or detain anyone causing disruptions (even for crimes such as bribing representatives), and to control who accesses chambers.

In a sense, they act as the government’s bouncers.

Sergeant at Arms Frank Larkin escorts China's president Xi Jinping
Senat Sergeant at Arms Frank Larkin (L) escorts China's president Xi Jinping during a visit to Capitol Hill.
Astrid Riecken, Getty Images

This is not a ceremonial task. In 1988, Senate SAA Henry Giugni led a posse of Capitol police to find, arrest, and corral Republicans missing for a Senate vote. One of them, Republican Senator Bob Packwood of Oregon, had to be carried to the Senate floor to break the filibustering over a vote on senatorial campaign finance reform.

While manhandling wayward politicians sounds fun, it’s more likely the SAAs will be spending their time on administrative tasks. As protocol officer, visits to Congress by the president or other dignitaries have to be coordinated and escorts provided; as executive officer, they provide assistance to their houses of Congress, with the Senate SAA assisting Senate offices with computers, furniture, mail processing, and other logistical support. The two SAAs also alternate serving as chairman of the Capitol Police board.

Perhaps a better question than asking what they do is pondering how they have time to do it all.

Have you got a Big Question you'd like us to answer? If so, let us know by emailing us at

France Hires Two Cats to Get Rid of Rats in Government Offices

The French government just hired two new employees, but instead of making policy decisions, the civil servants will be responsible for keeping offices rat-free. As The Telegraph reports, the cats are the first official mousers to France.

The secretary to the prime minister, Christophe Castaner, brought in the cats after he saw that the mouse problem at the offices near the Elysee Palace was getting out of hand. They're named Nomi and Noé after the early duke of Brittany Nominoé.

Paris is home to about 4 million rats—nearly two for every citizen—and the capital's offices are just as vulnerable to infestation as other old buildings. Until now, government employees had been setting out traps to solve the vermin problem. With Nomi and Noé now living on site, the hope is that the pets will double as pest control.

The new hires aren't unprecedented: The British government employs over 100,000 cats to chase down rodents. Official mouser may sound like a cushy job, but the UK holds its felines to a high standard. Larry, the official Chief Mouser to the Cabinet Office to two prime ministers, was nearly fired in 2012 for failing to react to a mouse in plain sight.

[h/t The Telegraph]


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