Bespoke brand protection strategy for global success

How Red Points enabled Essity to protect its diverse product lines and removed over 80,000 units from unauthorized channels

94.4%

Enforcement Success Rate

+11K

Eliminated infringements

+82K

Stock units removed

The Challenge

Essity, a global leader in health and hygiene products, faced challenges in managing online intellectual property (IP) infringements. Before partnering with Red Points, the company relied on local marketing teams to manually detect counterfeit listings. This approach was time-consuming and inefficient and was lacking a systematic way to address online infringements at scale. This growing issue made the need for a more proactive and automated solution critical to help Essity better protect its brand and ensure global consistency in enforcement.

The Solution

To address this, Essity partnered with Red Points to implement automated rules that allow for more efficient and scalable detection and enforcement of IP infringement across the internet. Red Points’ platform enabled Essity to track multiple fake indicators such as stock levels, seller history, and specific keywords to successfully zero in on counterfeit listings. These automated processes were complemented by manual validations to address complex cases. This hybrid approach provided Essity with the flexibility to handle routine cases quickly while allowing in-depth checks when needed.

The Result

Since collaborating with Red Points, Essity has achieved significant results. In the three years of the partnership, they successfully removed around 11,000 infringing listings across various platforms. Bulk enforcements, made possible through Red Points’ AI platform, streamlined operations and allowed Essity to focus on more strategic areas of their business. The ease of navigation and efficiency of the platform also helped Essity’s legal team to save time and reduce manual workloads.

ESSITY AB

Essity is a leading global hygiene and health company based in Stockholm, Sweden. Formed in 2017 as a spin-off from SCA, Essity specializes in a wide range of hygiene and health products, including tissue paper, baby diapers, feminine care items, incontinence products, and medical solutions like compression therapy and orthopedics. The company operates in around 150 countries, with major brands like TENA, Tork, Libresse, JOBST, and Tempo. Essity’s mission is to enhance well-being through innovative and sustainable products that address everyday needs.

essity.com
Consumer Goods
Stockholm, Sweden

Consumer Goods

“I believe in the product that Red Points offers. It fits our way of working and provides us with clear KPIs that we can report back to our stakeholders, showing the effectiveness of our brand protection measures.”

Fredrika Hellberg, Trademark Attorney

Customized strategies for multiple categories

Essity’s success highlights the effectiveness of a customized brand protection strategy. Red Points tailored its approach to address Essity’s diverse product categories, including medical garments, consumer goods, and feminine hygiene products. For medical garments like JOBST compression socks, the focus was on detecting pricing discrepancies and unauthorized sellers, for feminine hygiene products like Libresse, image recognition technology played a key role in identifying brand misuse. As for consumer goods like Tempo tissues required extensive monitoring and swift takedown processes, achieved through collaborations with e-commerce platforms.

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