.finish Domain Information

Applicant Full Legal Name

Reckitt Benckiser N.V.

Legal Establishment

Corporation, Public Limited Liability Company

Parent Company

Reckitt Benckiser Group Plc

Applicant Address

Siriusdreef 14

State Jurisdiction

The Netherlands/Dutch Jurisdiction

Applicant Website


Applied for gTLD


Domain Registration Status


Mission/Purpose of Domain Extension

The mission and purpose of the new restricted .finish gTLD is to benefit internet users by ensuring convenience, increased trust, customer satisfaction and confidence through the elimination of user confusion and assurance of brand authenticity. The .finish gTLD will create a new generation gTLD... Read more

The mission and purpose of the new restricted .finish gTLD is to benefit internet users by ensuring convenience, increased trust, customer satisfaction and confidence through the elimination of user confusion and assurance of brand authenticity.

The .finish gTLD will create a new generation gTLD serving the interests of end users by providing an authoritative Internet space where product information, services and resources will be closely controlled by Reckitt Benckiser NV (RB). The majority of the anticipated domain name registrations in the .finish will be used in the promotion and communication of the FINISH brand, the world's largest brand for automatic dishwashing products, and related services. A subset of domain names has the potential to be created and used for communication and marketing purposes, with internet users assured of brand authenticity.

RB's FINISH brand is the global market leader in automatic dishwashing products, established by US company Economics Laboratory in 1953. FINISH was acquired when J A Benckiser GmbH bought the Consumer Products division of Eco-lab Inc in 1987 and Benckiser N.V. merged with Reckitt & Coleman Plc in 1999 to form Reckitt Benckiser Plc.
. FINISH is the world's largest brand for automatic dishwashing products, producing detergent tablets, powders and gels as well as related products such as dishwasher cleaner and rinse aid. The brand is the number 1 recommended detergent by the majority of dishwasher manufacturers because FINISH consistently delivers outstanding cleaning performance. The Reckitt Benckiser Group's (RB Group) vision is a world where people are healthier and live better. The RB Group's purpose is to make a difference by giving people innovative solutions for healthier lives and happier homes, and FINISH supports this vision by helping people achieve the cleanest and most hygiene dishes possible. The RB Group has several subsidiary entities worldwide, including RB N.V. based in the Netherlands, the entity that holds the trademarks for the FINISH brand. FINISH is sold in over 40 countries across the globe with a retail value of GBP 1.14 billion. Major markets include USA, Canada, UK, Italy, Germany, Turkey, Australia, France and Spain with a growing presence in Brazil, Russia, India and China as well as the Middle East, South Africa and Japan. The brand is an innovator and has led the development of the automatic dishwasher category for half a century.

Business activities are increasingly conducted over the internet, allowing for greater levels of interaction between businesses and customers. As a result, both businesses and end users benefit from ease of interaction and a wider range of choices with lower transaction costs. However, the development in this arena in the current domain name system has exposed both businesses and consumers to increased criminal activities over the internet, including data breach, hacking and phishing. These sophisticated criminal activities cause reputational damage to businesses as internet users lose consumer confidence and trust with the businesses targeted by such criminal activities. The .finish will facilitate greater trust and assurance from internet users connecting with RB online, whilst still allowing convenient and efficient interaction.

RB's mission and purpose of the proposed new gTLD shares ICANN's initiatives to promote public interest. RB is committed to contributing towards achieving such initiatives in line with ICANN's Affirmation of Commitments, which includes:
- consumer trust: the .finish registry will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to RB and its affiliate entities, at this stage, which will provide added consumer confidence that .finish domain names are trustworthy. As .finish domain names are subject to registration standards, policies and procedures under RB's control, this eliminates the possibility of malicious conduct within the .finish domain space;
- competition: the proposed new gTLD is anticipated to contribute to ICANN's initiatives to promote public interest through its operations focused on promoting consumer trust. As .finish is intended to operate as a restricted registry, it anticipates providing improved services and security, as well as assuring the authenticity of the FINISH brand to end users. We are hopeful that increased trust in .finish will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs, thus, competition among registries to improve consumer trust will result in a more favourable user experience; and
- consumer choice: the proposed new gTLD will enable user-driven improvements and innovations assisting RB's marketing efforts through its ability to create new second and third level domain names on demand. These names will provide consumers with more choices for interacting with RB. As RB has effective control over the registration and use of domain names under .finish domain space, this will also contribute towards general service innovations on the internet.

Given the restricted nature of the .finish, the projected number of registrations is likely to be limited. It is anticipated that around 100 domain names will be registered in the first year. However, over the next few years, the number of registrations is likely to increase to about 500 domain names as RB develops and implements new services and marketing campaigns.

As the new .finish expands and evolves, RB may consider offering the use of second level domain names to its strategic partners with co-marketing agreements at a later date. In this endeavour, RB will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. RB will keep ICANN reasonably informed of any material developments relating to .finish including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.
RB intends to create relevant domain names for use including product, services or geographic names in the second or third level domain names. RB will use geographic names in accordance with registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22 to localise its websites in the countries that cover its current markets and countries in which growth is expected.

FINISH is a well-recognised global brand with its trademark registered in 114 countries and territories in class 3 covering categories including bleaching preparations and other substances for laundry use and dishwashing; laundry preparations for dry cleaners, dishwashing preparations; dishwasher cleaner, freshener and deodoriser; rinse agents, polishing preparations for kitchen and glassware, cleaning, polishing, scouring and abrasive preparations, carpet cleaners, soaps, decalcifying and descaling preparations for domestic use, fabric softeners, all aforementioned goods with or without a disinfective component.

RB has 46 existing domain names that are an exact match to the "FINISH" trademark and the applied-for .finish string, including:
-gTLDs: finish.biz and finish.info
-country-code TLDs (ccTLDs): finish.de and finish.co.uk

Additionally, RB has a number of domain names containing the "FINISH" trademark, including finishdishwashing.com and finishinfo.com.au.

RB believes.finish is unlikely to cause confusion with either a generic term or any existing TLDs. RB's FINISH trademarks are a leading global brand with significant reputation worldwide and the term ‘FINISH' has been used in conjunction with its dishwashing products for over 50 years. As such, RB's FINISH brand is well known worldwide and represents the number one brand in the world for automatic dishwashing products.×