Khroma versus Chroma versus Kroma: a likelihood of Confusion?

The Kardashians are no stranger to commercial success or lawsuits. In the latest of the two, the Kardashians have filed two applications to register trademarks containing the word "Khroma" to use with cosmetics. Bloomberg Businessweek reports that these two applications are among 50 trademarks and pending applications filed by the Kardashians!

Oh but wait! There is another cosmetic boutique that goes by the same or similar name, Chroma Makeup, located in Beverly Hills, California. The owner stated via his website that he has retained legal counsel and "hopes to persuade the Kardashians to change the name of the Kroma line.

The owner also stated that he has "received multiple inquiries from clients who mistakenly assumed his company is associated with the Kardashians."  Fashion Legallaire's Assesment: This fact would support the argument that there is a likelihood of confusion between the two names Khroma and Chroma.

Oh but wait- There's more! A cosmetic boutique named Kroma (no H), located in Maitland, FL sent the Kardashian's a cease and desist letter to stop Krhoma from using the name Kroma as well. Yep you have guessed it right! Krhoma is confusingly similar to Kroma as well. The FL boutiuque says that they filed with the U.S. Patent and Trademark Office and already locked down the legal rights to the name back in January. Check out their page and see what they have to say about the whole situation.  https://www.facebook.com/kromamakeup