Essentra Packaging, Beauty Cluster Barcelona and HP facing the applications of codification in the beauty market


Counterfeiting of beauty products, parallel markets and multi-channel are some factors that are affecting the beauty market worldwide. For this reason, there is a need to include unique identification codes on each packaging to trace the movements of the products.

Given this situation, last 12 of June we organised a webinar together with the Beauty Cluster Barcelona and with HP Graphic Arts as a partner, in order to respond to market concerns about codification in the cosmetic industry.

During the session the speakers shared with the virtual attendees their different points of view regarding codification. The host, Ivan Borrego, General Manager of the Beauty Cluster was introducing the panellists and emphasizing the key ideas of each of them.

The webinar began with the participation of Christiane Greilach, Brands Innovation Strategy & Content Manager at HP Graphic Arts, who gave her opinion on the current market and shared information about consumers and their interest in personalized products.

She presented the results of the market research “Exploring personalization” which was executed by listening to 45 million conversations on social media. The data shows a clear exponential interest in personalization in the different generations, from “Boomers” with 27% of interest to the “Generation Z” with 53%.

Moreover, the study concludes that 44% of consumers are claiming they will switch to a brand that offers a personalized experience. On top of that, 70% of the consumers would be willing to pay more for personalized product.

Besides that, Christiane claims that no brand either product is immune to counterfeiting in this digital age. Therefore, due to codification the packaging becomes into a necessary protection tool.

After that statement, our colleague Carlos Muñiz, Key Account Manager, explained the different applications of codification in the beauty sector: brand protection, personalized communication, quality assurance, traceability, transparency and many others.

Among many other things, codification allows to keep the traceability of the produced units allowing brands to have a secure manufacturing. It also helps to locating any error during the process and detect it in time. Thus, the brand will be able to remove the goods from the production process if it is necessary.

It is possible to communicate directly and personally with the final consumer by including a unique code on the packaging.  Adding special promotions or exclusive information, for example. Is a great opportunity for brands to be honest with the market, since the application of codes allows them to give information about the entire path of the product, from the raw materials to the end consumption.

Codification has many applications, but in order to make it possible it is necessary to consider some technical issues. To cover this, our Technical Manager David González, explained how at Essentra Packaging we perform the code printing process on folding cartons.

To carry out this process, we have two types of technologies, Drop on Demand and digital printing thanks to the HP Indigo 30000 machine. With these two technologies we are able to print any type of code on any substrate and guarantee grading, between many others.

In short, the codification allows to turn packaging into a security tool. From Essentra Packaging we want to thank all the people who attended and for sharing this session with us. We will see you in the next one.

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