If Paris Hilton can trademark "that's hot" it would follow that most anything can be trademarked though that isn't true of a few things, like colors and scents. In fact as of 2023 there are only 15 scents that are trademarked in the US and they aren't perfumes. One of the rules for trademarking a scent is that it is not the primary purpose for the product, so no perfumes or air fresheners, rule number two is consumers must be able to link the scent to the product, think Play-Doh, and yes, Play-Doh is one of the 15. The others on the list can be seen in the following picture. Who knew?
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