Over the past five years, successful beauty and personal care brands have found ways to tap into the rapid rise of social commerce and changes in consumer preferences for safer, more sustainable, and personalized products. Brands like L’Oreal, Clinique, ISDIN, Vaseline, and Natrue are differentiating themselves by embracing connected packaging technology, including QR codes, to drive better results for their loyalty and rewards programs. And some brands like L’Oreal are going all-in on QR codes over the next few years.
“We already have 1.5 billion products from 41 brands equipped with QR codes, and we’re committed to meeting the challenge of integrating them into all our products,” said Stéphane Lannuzel, director of the Beauty Tech program at L’Oréal, in an interview with Les Echos.
In this article, we explore the underlying trends that are driving brands to implement QR codes on their product packaging, and detail real-world examples and case studies where these initiatives are forging a deeper connection with their customers and drive better business results.