NEW YORK CITY – The catchphrase "Very demure, very mindful" has emerged as the quintessential lingo encapsulating the essence of this summer's digital landscape. TikTok sensation Jools Lebron, the phrase's originator, is now embarking on a mission to secure her viral words under trademark protection.
Last week, Lebron lodged an application with the United States Patent and Trademark Office, seeking to trademark "very demure very mindful" across an array of entertainment and advertising realms, encompassing even the promotion of beauty products. Her representative affirmed to The Associated Press that two filings, both dated Thursday, were submitted under her legal name.
The love affair between social media and all things "very demure" ignited in early August, when Lebron graced TikTok with her charming description of her work-ready hairdo and makeup. Her endearing delivery instantly resonated, sparking a chain reaction where "mindful" and "cutesy" inundated the internet, as a myriad of fans, including prominent celebrities, embraced the trend, weaving it into their playful narratives about the minutiae of daily life.
Trademarks, however, serve as a shield, safeguarding future business endeavors and ensuring ownership rights. Lebron's own trademark applications are still under review, with a final decision looming in the distance. Yet, her proactive move is all the more remarkable in light of several unrelated individuals attempting to piggyback on the phrase's popularity by filing their own demure-themed trademark applications, much to the chagrin of Lebron's loyal fanbase.
This ongoing saga, though not yet concluded, underscores the intricacies involved in trademarking viral moments and the uphill battle faced by social media influencers, striving to both receive recognition and secure safeguards to monetize the trends they've birthed.
