CONNECTED PACKAGING/E-COMMERCE
Part 2: Supplements’ Tamper-Evident Label Takes QR Path to Smart Features MATT REYNOLDS, EDITOR, PACKAGING WORLD TOP THREE TAKEAWAYS 1. Nutricosmetic products use a QR code that delivers on consumer engagement, tracking, and more.
2. Two steps: An initial QR code’s directions take the user to a second, authenticating (and hidden) QR code.
3. Tracking information offers marketing insights into where products are purchased vs. where they are opened.
↑ A holographically printed, tamper-evident label with external QR code and die-cut tear strip spans the gap between shipper sidewalls and top.
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ackaging’s primary function has always been to protect a product and keep it intact as it travels through the supply chain to reach its end consumer. This foundational duty has been put to the test as packaging originally designed for retail evolves to accommodate the many-touch, multiple-handler world of e-commerce and direct-to-consumer (D2C). And for high-end, high-margin products that are using these emerging D2C channels, the functional expectations placed on pack-
aging go even further. A product in the luxury space often requires a pack to match in style, aesthetic, and expanded ability to engage with the consumers using smart technology. Plus, if that luxury product is intended to be consumed or applied to the body—as is the case with high-priced personal care products, nutraceuticals, supplements, and cosmetics—packaging is often tasked with additional security and anti-counterfeiting measures. HEBE LIFE®, a UK-based supplements and nutricosmetics
18 | Healthcare Packaging • March/April 2022
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