Tova Borgnine Firm Sues Over Use of ‘Tovar’ Name
A company owned by Tova Borgnine, film actor Ernest Borgnine’s wife, filed suit Tuesday against Hollywood producer and entrepreneur Jerry Weintraub, alleging that Weintraub’s Tovar beauty salon infringes on the trademarked name used for Mrs. Borgnine’s line of beauty products.
Beverly Hills-based Tova Corp. manufactures a line of beauty products developed by Mrs. Borgnine, according to the lawsuit filed in Los Angeles federal court. The products, containing cactus extracts, are advertised as providing “a face lift in a jar.”
For the record:
12:00 a.m. Nov. 7, 1985 FOR THE RECORD
Los Angeles Times Thursday November 7, 1985 Home Edition Business Part 4 Page 2 Column 6 Financial Desk 2 inches; 41 words Type of Material: Correction
An article in Wednesday’s editions incorrectly reported the date on which Tova Corp. registered a trademark for a line of cosmetics. The “Tova 9” name was registered with the federal government on Sept. 11, 1979, and became incontestable on April 26, 1985, according to the firm’s attorney.
The products are based on “Aztec and Mayan” formulas that Mrs. Borgnine says she discovered on a trip to Mexico. Several close-up photographs of Tova and Ernest, used in magazine advertisements for the beauty products, were attached to the court documents. In one ad, Ernest claims his wife’s products made him “look 10 years younger.” The Tova name was registered as a trademark on April 26, 1985, according to the lawsuit.
However, Weintraub opened his Tovar beauty salon on Wilshire Boulevard in Beverly Hills on April 16, 1985, according to the salon’s manager, Leslie Bohn.
A spokesman for Weintraub’s office said he had no comment on the lawsuit.
In May, Tova Corp. attorneys sent letters to Weintraub, warning him that they were concerned about the use of the name Tovar and threatening to take legal action, according to court records.
