Bespoke brand protection strategy for global success

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.