Jamie Matusow, Editor-in-Chief12.15.20
Oliver and Authentix are both experts in their respective fields—the first, a packaging and printing specialist; the latter, a leader in integrated secure technology. By partnering, they easily, effectively and discreetly manage the relationship between a brand’s packaging converter and security provider, creating a protected cosmetics carton that fully conveys the beauty and depths of the brand—and guards against counterfeiting and diversion in the supply chain. Here, Franco Diaz CPP, Brand Protection Director, Authentix, and Doug Doroh, Vice President Sales & Marketing, Oliver, tell us more.
Jamie Matusow: What is ‘brand protection’ and why is it important?
Franco Diaz, Authentix: By brand protection, we are referring to protecting valuable branded products from counterfeiting, diversion and compromise. This process can consist of minimal effort like reconciling volumes in the supply chain via data analysis, all the way to integrating security features onto the product and packaging for detailed track and trace information in real time. These security features allow for rapid authentication of legitimate products and identification of unauthorized products in the supply chain, greatly deterring unauthorized distribution, and leaving brand owners better able to protect consumers from potentially harmful fakes—a capability both Oliver and Authentix are proud to offer customers.
Covert and forensic security features are used discreetly so products can be authenticated using proprietary methods without involving the consumer. Layering overt with covert features creates a unique opportunity to make the consumer aware of the features, which are nearly impossible to duplicate, and build brand value. The resulting beautiful, but complex, package deters counterfeiters and diverters as they realize they cannot duplicate such complexity.
The scope of the counterfeiting problem is significant. In addition to the health hazards, total international trade in counterfeited goods is estimated to reach $991 billion by 2022. In the U.S., seizures of counterfeited goods had an MSRP of $1.55 billion in 2019.
Implementing a brand protection strategy will:
Jamie Matusow: What value does a partnership between Authentix and Oliver bring to beauty brands?
Franco Diaz, Authentix:Both companies are experts in our fields and have been active in this industry for decades. Offering our collective talents to beauty brand owners brings a rich history of experience and a sense of comfort when considering a brand protection program. The brand owner does not have to manage the relationship between their packaging converter and the security provider because both parties collectively can implement the process creating a protected cosmetics carton to fully convey the beauty and depths of security that we can bring in the process.
Seamlessly integrating security into beauty packaging: Authentix and Oliver demonstrate it can be done.
Jamie Matusow: Can you please describe the cartons that were created as a result of this partnership?
Doug Doroh, Oliver:There are two ways to approach package design when integrating brand protection: Minimalist and Bold. In this marketplace, merchandising and packaging are an essential part of marketing and distribution for consumers and points of sale. As such, aesthetics are a priority as we integrate security technology. In a recent development of our sample packaging, we printed both using two different SBS substrates to demonstrate flexibility of different security feature selections. Both designs contain the same overt and covert security features using multiple security inks and forensic taggants.
Jamie Matusow: How are the security features incorporated into the printing process?
Doug Doroh, Oliver:This was a seamless integration because the forensic taggants were already incorporated into the inks. The inks are printed no differently than standard non-secure inks. However, the difference here is the chain-of-custody and the security guidelines that must be adhered to when shipping and storing these products.
Jamie Matusow: How can brands incorporate these solutions with their existing style guides?
Doug Doroh, Oliver:Brands need to see and understand what features are available to them, how they work, and how they can enhance the beauty of a package. Considering the packaging converting and/or printing process used, we will work with the brand’s designers and make recommendations (ink/taggant types, placement etc.) that will incorporate the security into the graphics and converting processes.
Jamie Matusow: What is the cost to incorporate these security solutions?
Franco Diaz, Authentix:The cost of the security depends on what the brand is trying to achieve, which features they choose to deploy, and the volumes. This can run just a penny per unit up to over 10 cents per unit for highly advanced, interactive, and cloud-based solutions with multiple and advanced features.
Jamie Matusow: What is ‘brand protection’ and why is it important?
Franco Diaz, Authentix: By brand protection, we are referring to protecting valuable branded products from counterfeiting, diversion and compromise. This process can consist of minimal effort like reconciling volumes in the supply chain via data analysis, all the way to integrating security features onto the product and packaging for detailed track and trace information in real time. These security features allow for rapid authentication of legitimate products and identification of unauthorized products in the supply chain, greatly deterring unauthorized distribution, and leaving brand owners better able to protect consumers from potentially harmful fakes—a capability both Oliver and Authentix are proud to offer customers.
Covert and forensic security features are used discreetly so products can be authenticated using proprietary methods without involving the consumer. Layering overt with covert features creates a unique opportunity to make the consumer aware of the features, which are nearly impossible to duplicate, and build brand value. The resulting beautiful, but complex, package deters counterfeiters and diverters as they realize they cannot duplicate such complexity.
The scope of the counterfeiting problem is significant. In addition to the health hazards, total international trade in counterfeited goods is estimated to reach $991 billion by 2022. In the U.S., seizures of counterfeited goods had an MSRP of $1.55 billion in 2019.
Implementing a brand protection strategy will:
- Prevent lost revenue
- Promote positive public and brand perception
- Protect against liability claims and protect consumers
- Deter bad actors
Jamie Matusow: What value does a partnership between Authentix and Oliver bring to beauty brands?
Franco Diaz, Authentix:Both companies are experts in our fields and have been active in this industry for decades. Offering our collective talents to beauty brand owners brings a rich history of experience and a sense of comfort when considering a brand protection program. The brand owner does not have to manage the relationship between their packaging converter and the security provider because both parties collectively can implement the process creating a protected cosmetics carton to fully convey the beauty and depths of security that we can bring in the process.
Seamlessly integrating security into beauty packaging: Authentix and Oliver demonstrate it can be done.
Jamie Matusow: Can you please describe the cartons that were created as a result of this partnership?
Doug Doroh, Oliver:There are two ways to approach package design when integrating brand protection: Minimalist and Bold. In this marketplace, merchandising and packaging are an essential part of marketing and distribution for consumers and points of sale. As such, aesthetics are a priority as we integrate security technology. In a recent development of our sample packaging, we printed both using two different SBS substrates to demonstrate flexibility of different security feature selections. Both designs contain the same overt and covert security features using multiple security inks and forensic taggants.
Jamie Matusow: How are the security features incorporated into the printing process?
Doug Doroh, Oliver:This was a seamless integration because the forensic taggants were already incorporated into the inks. The inks are printed no differently than standard non-secure inks. However, the difference here is the chain-of-custody and the security guidelines that must be adhered to when shipping and storing these products.
Jamie Matusow: How can brands incorporate these solutions with their existing style guides?
Doug Doroh, Oliver:Brands need to see and understand what features are available to them, how they work, and how they can enhance the beauty of a package. Considering the packaging converting and/or printing process used, we will work with the brand’s designers and make recommendations (ink/taggant types, placement etc.) that will incorporate the security into the graphics and converting processes.
Jamie Matusow: What is the cost to incorporate these security solutions?
Franco Diaz, Authentix:The cost of the security depends on what the brand is trying to achieve, which features they choose to deploy, and the volumes. This can run just a penny per unit up to over 10 cents per unit for highly advanced, interactive, and cloud-based solutions with multiple and advanced features.
