Perfume, Calvados and Hair Products all get better connected with Smart Packaging

Perfume, Calvados and Hair Products all Get Better connected with Smart Packaging

For its latest perfume launch, Phantom, Paco Rabanne, in close collaboration with VPI, has developed a refillable spray cap in the shape of a robot head that connects consumers to a unique digital space via the use of NFC technology.

The cap combines a metallic look and the assembly of an NFC (near field communication) microchip inside a three-piece robot head for 100ml and 150 ml bottles. Scanning the pack with a smartphone allows consumers to discover a digital space created especially for them that includes games, playlists and augmented reality features.

This is the France-based fashion brand’s “first connected scent” letting purchasers “connect to the Phantom universe” of interactive games and other features via the chip. The fragrance is currently available at airport duty free shops and other travel retail outlets. A full retail launch is planned soon.

Avallen Spirits, a UK-based Calvados producer has started to include ecological impact details on all labels, including water usage, GHG emissions, as well as details of company’s charitable donations. These can be accessed by QR code on the packaging and links to Avallen’s latest sustainability report

Co-founder Tim Etherington-Judge said the move sets a new benchmark for sustainability in the drinks industry. The company was founded in 2019 by Etherington-Judge and Stephanie Jordan, who were previously part of Diageo’s Reserve brands team.

“The spirits industry has a total lack of labelling transparency, with brands not even required to list ingredients on the bottle, let alone their ecological impact,” Etherington-Judge explained. “We want to change that and lead from the front, communicating our environmental footprint as clearly as possible for people looking to understand more about the effect of the products they buy.”

Kao Corporation will discontinue the provision of hair bundle colour samples used as in store sales promotions for all hair colour and hair manicure sections in Japan from October 2021. Instead, Kao has introduced its hair colour simulation*1 as a new tool to help customers select hair colours. With the tool, customers can enjoy checking colour images anytime and anywhere by reading QR Codes*2 on in-store POPs and the back of product packages.

*1 Kao utilizes AR makeup app YouCam Makeup’s module for browsers in collaboration with Perfect Corp. The *2 QR Code is a registered trademark of DENSO WAVE INC.

The company had planned to review the provision of hair bundle colour samples for all brands by 2022 when it launched the Blauné Lumiést series last autumn, but will move forward the schedule out of environmental considerations, it says.


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