New packaging system to encourage quick product use

By Chris BARKER

- Last updated on GMT

Related tags: Cosmetics, Marketing

New packaging system to encourage quick product use
An innovation by an Italian company will allow cosmetics companies to deliver upselling at the touch of an IPad.

StampaTech, an system released by StampaSud s.p.a., allows customers to access entire websites worth of information, including expiry data to encourage customers to go through their beauty products at a quicker rate, and interactive features such as instructions and loyalty plans.

The company produces ink which contains data capable of accessing "augmented reality" ​features by scanning the package with a mobile device such as a phone.

StampaSud commerical and R&D director Tony Calo commented to CosmeticsDesign-Europe.com:"For someone using a cosmetic product, we can add warnings such as expiry dates which will encourage customers to use it quickly and then buy a replacement."

"To provide this much information you would need a brochure of infinite length, but we can do it with one page of print."

A new dimension in packaging

Because of its high level of interactivity, StampaTech is a perfect platform for cross-selling, loyalty programs and additional product information such as usage instructions.

It is described by Stampa as being a way of increasing customer interaction and trust regarding quality in beauty products.

Calo commented: “It's a mixture of high-tech ink and augmented reality which can provide information through digital devices which is not visible to the naked eye. One page of print takes you into a digital world where you can go so much further." 

In a statement, he explained:“Now, thanks to our innovative technology, branders, manufacturers and printers and not least end users now have a brand new dimension on packaging."

Cleaner, greener labeling

StampaTech is also described as being greener and less expensive compared to conventional security tagging. It is also more interactive than existing products like NFC and QR codes and, thanks to its marketing functions, allows the monitoring of client interest and satisfaction as well as a channel for upselling and cross-selling.

It also allows for the social sharing of product information as well as a number of services linked to cloud support such as analytics and security against counterfeiting.

Track and trace facilities will be made free to manufacturing and branding organizations who purchase and register with the new system before 2014.

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