Smart packaging: NFC tech transforms beauty products into interactive touchpoints

Japanese company Toppan Printing has developed an NFC-enabled label and platform to enable beauty brands to communicate with their consumers through the products itself.

Toppan's secure ID platform provides brands with a cloud-based turnkey solution to give physical products a digital identity and connect it to the internet.

The company initially developed this technology to protect companies and consumers against adulterated products and product tempering.

The platforms work in conjunction with an NFC tag that contains a high security chip that can detect if a product has been opened.

This allows consumers to determine if they are buying a safe and authentic product by scanning the tag with their smartphones.

Additionally, the tag can provide information and Toppan now looking into its application as a marketing tool to help brands engage with consumers.

“We started by providing this solution for companies in liquor, spirits and wine – products that [stress more] on authenticity. Now we want to expand to cosmetics because it’s more important for cosmetics companies to communicate directly with consumers,” ​said Takuya Onuki, securities & cards specialist, business development manager, security products, Toppan.

With more demanding consumers and hurdles caused by the novel coronavirus (COVID-19) lockdowns, Onuki noted that brands are under increasing pressure to find novel ways to engage with their consumers.

"For cosmetic brands, the customer touchpoint for them in the past is basically at the store. Smart packaging can give them a new way to communicate with consumers and expand their touchpoints. With this solution, brands can communicate with consumers anytime they scan the tag with their smartphones. It could be while using the product or even after purchase.”

Onuki emphasised that this technology had massive applications for cosmetic brands.

It can be used quite simply to display product information or even multimedia content like video tutorials. Furthermore, the information can be personalised based on consumption stages.