Earlier this month Kezzler spoke with Cosmetics Design Europe on the importance of traceability for the sector, not only in terms of stopping counterfeits and unauthorised distribution, but also in protecting brands from reputational damage and enabling consumer authentication.
With the loss of revenue to the cosmetic and personal care goods industry in the EU as a result of counterfeits estimated to stand at around €4.7 billion annually, serialisation can be a powerful tool for brand protection in the sector.
By giving every item a unique, secure and traceable identity Kezzler’s serialisation technology enables brands to engage with consumers directly. It can also be used to communicate additional information to consumers, for example regarding ethical, environmental or health and wellbeing concerns, beyond what is available on the product packaging.
You can read the original article ‘Beauty and transparency: why is honesty now so essential for brands?’ at https://www.cosmeticsdesign-europe.com/Article/2019/01/18/Beauty-and-transparency-why-is-honesty-now-so-essential-for-brands.