Deal Names ad

brand domains graphic
home buttonimpact buttonfuture buttonspeculation buttongeneric domains buttonnews button

Sample Brand Domains


.merck (1)
.merck (2)



This small list of brand domains represents less than one eighth of around 680 pending applications. The potential collective impact on the internet is significant — given the immense resources and market power of these global corporations.

NOTE: IDNs (internationalized domain names) such as brand names in Chinese or Arabic scripts are not currently covered by this site.





The .loreal Dot Brand

SPECIAL NOTE: The application for the .loreal TLD has been withdrawn.

If the brand domains are judged to be successful, it is realistically likely that another application will be made when a new round is offered in a couple of years time.

dotted line

L'Oréal is a major global family of brands and business units holding 23 brands in the beauty and luxury categories. Examples of its famous brands include Helena Rubinstein, Garnier, Redken, Ralph Lauren, Giorgio Armani and The Body Shop. It has close to 69,000 employees and retails in more than 130 countries.

Brand protection will be a paramount concern. L'Oréal plans to leverage its expertise in all major distribution channels to create innovative spaces in the .loreal TLD. The domains will be hierarchical and intuitive and form part of a comprehensive and pioneering strategy. They will provide an "online single-source identifying function".

A new namespace for customers, investors and the general public will be created. The company describes its new string as "the new L'Oréal family of gTLDs".

quotation mark

...L'Oréal has always aimed to offer the widest possible choice to consumers... innovative digital strategy will lie at the epicenter of L'Oréal's mission to reach two billion customers in the coming years. The .LOREAL gTLD has the potential to be a central part of this strategy...

quotation mark

The Applicant has a four stage rollout and review process planned.

1. Test phase during which IT staff will check factors like seamless access, security issues and interoperability. Planning for next steps.

2. Allocation of various names for internal use. Evaluate strategies to move content away from the "current patchwork" network of domains to the new brand TLD. Initial evaluation of the possibility of extending registrations to selected partners.

3. Possible migration of L'Oréal content over to the brand TLD. Factors such as the company's existing domain portfolio and an analysis of marketing strategies will be carefully considered.

4. The company will continue its assessment to expand the program. This will be driven by its business strategies as described in its annual report and investor filings.

L'Oréal expects the total number of new domains to be less than 10,000 in the first five years of operation. It expects that the impact of the brand domains and changes to the domain name system will take around five years to evolve and assess.

L'Oréal content is currently offered across a wide range of traditional domain extensions such as .fr,, .eu, and .de. The new string offers the opportunity to create short and memorable addresses that will facilitate navigation to offerings, ad campaigns and public interest content. This unified framework will benefit the general public.

quotation mark

L'Oréal believes that the .LOREAL gTLD has potential to provide an innovative virtual avenue to L'Oréal products that will deepen and broaden the company's relationship with consumers...

...The .LOREAL gTLD has the potential to serve as a cornerstone of this online strategy.

quotation mark

L'Oréal anticipates that the brand domains will eventually become a "specialty subset" of ICANN's new TLD program. The .loreal string will protect the company's identity, expand its marketing potential, provide a secure channel for online offerings and build a consolidated intellectual property platform.

The company is growing very quickly in new markets and the .loreal TLD will accelerate this process to build on its global brand recognition. 36.8% of cosmetics sales are attributed to new regions such as Eastern Europe, Latin America and Africa etc.

L'Oréal will create a trusted e-commerce platform for secure access to shopping and information. It would like to enjoy the same level of trust as the .edu and .gov TLDs. The potential for counterfeit or infringing goods and services will be minimized. Piracy, fraud, phishing and other malicious activities will be prevented. It will be a verified ecosystem.

Privacy and confidentiality will be protected. Also, a proactive strategy to protect intellectual property will be undertaken.

quotation mark

...consumers may benefit from a lower incidence of phishing and malware often associated with mistypes of domain names in the .COM or other spaces that are owned by cybersquatters, since consumers will be navigating to domain names in the .LOREAL gTLD...

quotation mark

The company foresees that the .loreal TLD may play "a large role in the company's future online strategy". At a later stage, various advertising, media outreach, in-store communications and email campaigns will be planned.

globe pictureGeographic Dot Brands

L'Oréal has reviewed various relevant ICANN documents regarding the protection of country and territory identifiers.

In view of the sensitivity of governments to the use of geographical terms, L'Oréal will initially restrict from registration the terms referred to in Specification 5 of the New gTLD Applicant Guidebook.

In summary, the reference lists are the ISO 3166-1 list, a UN Group of Experts name manual and a UN Working Group list of standardized names.

The Applicant points out that as a major global company offering products in more than 130 countries under a variety of existing country code extensions (such as .ca,, .fr, .it, .ru and geographical signifiers are of great use in navigation.

This practical value is of benefit to both the company and the general public.

In providing content, sales, and services online, L'Oréal makes regular use of Internet technology that allows users to quickly find local content and stores. For example, on the corporate website, users have the ability to search for L'Oréal headquarters in many countries.

L'Oréal believes that the use of country identifiers within the .loreal namespace will be intuitive and beneficial to "direct navigation" internet users. Geographical brand domains will also likely have a beneficial impact on search engine results.

A logical hierarchy of geographical domain names could replace its present "mix-and-match approach" of names like, and

L'Oréal, acting as a responsible global business, seeks to avoid business practices that could potentially mislead consumers. L'Oréal believes, however, that it is important to be able to use geographic identifiers in a fair and non-misleading manner...

Hence, in association with other new TLD applicants, L'Oréal looks forward to exploring with the GAC a process to enable the release of initially reserved country names. The company also intends to participate in any future related ICANN policy discussions.

Possible .loreal Brand Domains



Brand names mentioned on this site are registered trademarks or trademarks of their respective corporations. This site claims no association with or endorsement by any of these corporations and their marks are mentioned only to illustrate opinion presented in the public interest.

All quotations on this page are from the respective companies' official ICANN brand TLD applications unless otherwise stated.

Many possible theoretical dot brands are mentioned (in English). There are also countless possibilities in other languages. This has significant potential value for international navigation.

This site is focused on reporting the strategic impact of the brand domains on internet communication, competition and commerce, and some comment is speculative.

It is not a comprehensive overview of what some of the world's largest corporations have chosen to reveal about their plans for the implementation of their proprietary domain strings.

ICANN is particularly concerned with the technical, financial, security and legal issues associated with the new TLDs. These issues are beyond the scope of this website.

For a comprehensive overview of the brand domains and their impact on the web, refer to ICANN's website and the individual applications (large parts of which are publicly published).

If you have a particular interest in an individual company, the public aspects of their applications are available for download via these ICANN links: You can also search a complete list of applicants there.

ICANN new gTLD applications

ICANN official website



advertising graphic

brand domains logo graphic

The Brand Domains — it's unprecedented — the advent of around 680 companies launching their own dot brands began in 2014.



Privacy Policy

----- ----- ----- ----- -----


clock photo

Alarm Media



© 2013-14 David Tyrer  All rights reserved

Website by Click as a Flash

Terms and Conditions

TERMS, CONDITIONS, DISCLAIMER AND COPYRIGHT NOTICE. No part of this website may be reproduced or transmitted in any form whatsoever without the express written permission of the copyright holder. The right of David Tyrer to be identified as the author of this work is asserted in accordance with the Copyright, Designs and Patents Act 1988. The Brand Domains site ( shall not be re-transmitted, repurposed, printed, lent or otherwise circulated in any printed or electronic form without the written permission of the copyright holder, and shall not under any circumstances have these conditions waived for any recipient. The artistic integrity of the work contained herein may not be altered or repurposed in any way, shape or form without the express written permission of the copyright holder. This site contains links to other sites outside our control or ownership. No responsibility is taken for any action or advice you may take from these sites or from any of the information presented by these pages. The Brand Domains bears no relationship with some third party advertisers displayed on this site. Display of those advertisements does not constitute endorsement, recommendation or association with them. Any references to any trademarks or service marks are not our responsibility and not under our control. Information on this site is presented on an "as is" basis in good faith only and as such Click as a Flash makes no warranties regarding the accuracy, adequacy or completeness of any of the material provided. We cannot be held liable for any errors, inaccuracies or omissions in the material presented on this site or its links, nor for the consequences of acting on any information that may be presented, which may have changed or be out of date. We cannot be held liable for any financial or any other damages that may occur from accessing, relying upon or using any hypotheses, opinions, investment advice, commercial advice, ideas or concepts presented here. No information presented here should be construed as legal advice. Content of this site is well-intended opinion and hypothetical speculation only and should not be construed as legal or expert advice. No warranty is given regarding the accuracy of this site and any information used is at your sole risk. No liability whatsoever is accepted with the exception of any that may be required under Australian law. Any brand names mentioned on this site are trademarks or registered marks of their respective owners. Any use of these marks on these pages is purely speculative and hypothetical and any discussion of those marks and/or companies is purely opinion expressed in the public interest. Terms and conditions are subject to change without notice. Copyright in some images resides with istockphoto® and these photos are used under licence. All data, images, text, videos and audio are presented for viewing purposes only. No part of the data, images, text, photos, art, audio, logos, movies or trademarks or any other content may be repurposed, copied, saved, resold or reproduced in any way without written permission. Click as a Flash's registered Australian Business Number is ABN 62 188 088 529. © David Tyrer 2013-14 All Rights Reserved.


button to loungecast

button to click as a flash