L’Oreal pop-up shop: payfree and Avery Dennison advance self-checkout technology

L’Oreal pop-up shop: payfree and Avery Dennison advance self-checkout technology

  • L’Oréal selects grab-and-go technology by payfree in their pop-up store as the stand-alone end-to-end checkout solution in Düsseldorf, Germany
  • Special-use RFID tags by Avery Dennison meet specific requirements of the beauty industry and its products
  • Customers are enthusiastic about the innovative shopping experience 

Düsseldorf, November 21th 2022 - payfree provides world cosmetic leader L'Oréal with its seamless checkout solution in their pop-up store on Königsallee in Düsseldorf. There, the company invites customers to test and shop a variety of fragrances and a range of make-up products. Instead of queuing at checkout, customers purchase their selected products conveniently by passing them through a scanning unit, which automatically registers products via Radio Frequency Identification (RFID) tags. With payfree’s partner Avery Dennison, a leader in materials science and digital identification solutions, payfree showcases the first grab-and-go checkout in the beauty sector. To meet the beauty industry’s special requirements, Avery Dennison has developed special-use RFID labels that are designed to address the specific characteristics of beauty products. Located in one of Germany’s most popular retail areas, the L’Oréal store is still open until November 27th. 

payfree has already successfully implemented their grab-and-go checkout in other retail segments, such as apparel and, for example at German football club Eintracht Frankfurt. Beauty products, however, are more challenging to tag than clothing: Liquids and metallic surfaces like foil packaging generally inhibit signal transfer during RFID communication. Specialized in label development and manufacturing, Avery Dennison has mastered these challenges with beauty-ready RFID tags. They offer an on-metal tag at a price that makes high-volume tagging feasible. The technology in use at the L'Oréal pop-up shop may pave the way for seamless checkouts, not only in the beauty segment but also for appliances for food or convenience products.

“The beauty industry is undergoing drastic change. An increasing number of consumers find products online or on social media, buy them online and easily switch from one brand to another. Combining our advances in RFID technology with payfree’s know-how in RFID-based seamless checkouts, we can offer brands a unique solution to satisfy their customers and build brand loyalty,” states Uwe Hennig, Director Market Development Apparel, Beauty & Food Intelligent Labels EMEA, Australia, and India at Avery Dennison.

“This pop-up shop is all about the immersive brand experience. Our goal is to excite our customers while providing a number of beauty and shopping services. We want our customers to have a rich, memorable shopping experience. payfree is the perfect partner to achieve that. Their checkout solution requires little space and integrates seamlessly in our store concept,” states Jonas Lischewski, Brand Director at L'Oréal Luxe. 

The payfree checkout is designed to create a seamless shopping experience that meets the requirements of premium retail. To match the customer experience and high in-store service levels, the shopping experience is enriched by a new and innovative approach to checkout, including an automatic item scan and contactless payment. Reducing manual interactions during the checkout process, payfree has designed a fast and convenient shopping experience. Customers just pass their shopping bag with beauty products through a U-shaped scanning unit at the exit. The so-called payfree Bag Fast Track automatically identifies the items in the shopping bag because an RFID tag is attached to every item. Customers then pay contactless by card or digital wallet. 

Media contact

BCC for payfree
Regina Bruschke
T +49 (0)69 9002888-13

Avery Dennison Smartrac
Jack Pepperell
Global PR Manager, Avery Dennison Smartrac


About payfree
payfree is the leading provider of RFID-based solutions for seamless checkouts. The company is a joint venture of the software developer BMS Consulting and VR Payment, the payment specialist of the Volksbanken Raiffeisenbanken Cooperative Financial Network. With its grab-and-go technology, payfree designs modern shopping experiences for the in-store retail of tomorrow. Learn more at www.payfree.io

About Avery Dennison
Avery Dennison Corporation (NYSE: AVY) is a global materials science company specializing in the design and manufacture of a wide variety of labeling and functional materials. The company’s products and solutions, which are used in nearly every major industry, include pressure-sensitive materials for labels and graphic applications; tapes and other bonding solutions for industrial, medical, and retail applications; tags, labels and embellishments for apparel; and radio frequency identification (RFID) solutions serving retail apparel and other markets. The company employs approximately 36,000 employees in more than 50 countries. Reported sales in 2021 were $8.4 billion. Learn more at www.averydennison.com.

About L'Oréal
For over 110 years, L’Oréal, the world’s leading beauty player, has devoted itself to one thing only: fulfilling the beauty aspirations of consumers around the world. Our purpose, to create the beauty that moves the world, defines our approach to beauty as inclusive, ethical, generous and committed to social and environmental sustainability. With our broad portfolio of 35 international brands and ambitious sustainability commitments in our L’Oréal for the Future programme, we offer each and every person around the world the best in terms of quality, efficacy, safety, sincerity and responsibility, while celebrating beauty in its infinite plurality. 

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