Responding to consumers’ desire for greater ingredient disclosure, the new transparency initiative will see two Bastille fragrances including bestseller, Pleine Lune, and new release, Paradis Nuit, equipped with a serialized QR code associated with the RFID tag. A single scan of the QR code with a smart device, such as a phone or tablet, will take users to a digital experience to unlock information regarding the origin of ingredients, date of bottling, olfactory values, fragrance composition and sustainability details. By utilizing the unique digital ID for both the RFID and QR code, the experience provided is unique for every single item. In return, Bastille will benefit from interaction and engagement insights that help them to better understand their customers and identify trends. This new communication channel allows Bastille to create a stronger connection with their customers and reinforce their loyalty with an enriched CRM experience.
The collaboration brings together a complete technology solution from Avery Dennison alongside customer experience experts SharpEnd, who are a global design studio focused on helping brands embrace the Internet of Things. The collaboration also includes manufacturing partner, SOCOS SERVICES.
Sophie Maisant, CEO, Bastille, says: “Our commitment to the highest transparency standards is in our DNA. It’s also essential to our longstanding trust with customers. Now, with this new initiative, we are letting our customers know we hear their desire for not only more information about already available ingredients but for full disclosure of ingredients including sourcing, provenance and date of manufacturing.”
Uwe Hennig, Senior Director Market Development EMEA & NEM, Avery Dennison Smartrac, adds: "For beauty and fragrance brands to remain competitive in today’s changing retail landscape, they need to create transparency across the supply chain and offer differentiation through unique customer experiences. We are proud to partner with Bastille to create this unique end-to-end solution for the beauty and fragrance sector.”
To find out more about how Avery Dennison is driving digital solutions in the beauty industry, click here.
Global PR Manager