Judgment of the General Court (Second Chamber) of 21 February 2024.#L'Oréal v European Union Intellectual Property Office.#EU trade mark – Opposition proceedings – Application for the EU figurative mark BI blue pigment – Earlier EU figurative mark Bi.cell – Relative ground for refusal – Likelihood of confusion – Article 8(1)(b) of Regulation (EU) 2017/1001.#Case T-180/23.