The lubricant industry is adapting to requirements for delivering sustainability information alongside motor oil products. The ever-present task of growth through increased sales has also changed as technology and lubricant end-customers change. Proof of these trends can be found in the introduction of innovative product lines from top brands like Shell and Motul that have introduced carbon-neutral engine oils. The next wave of changes for motor oils is all about the use of packaging and labels to deliver more information with every unit sold. These changes are driven by regulatory requirements that aim to improve the sustainable characteristics of all products, regardless of industry. While the road to a more sustainable future is being paved, lubricant companies are still left with the need to facilitate the delivery of required product data while tending to their main purpose: selling products. For that reason and more, it’s recommended that lubricant companies make the time to be familiar with QR codes and how they facilitate a solution for these needs. A few of the most important benefits gained by the use of QR codes, both for the delivery of product information and to promote sales are as follows:

1. Product authentication
2. Crucial data availability for
   • Product use
   • Regulation compliance
3. Interoperability with loyalty campaigns

Product authentication features are among the most interesting for lubricant companies. It is not quite universally known that QR codes are a great, cost-effective way to add this feature to motor oil and other lubricant product packaging.

Not unlike any other industry with a counterfeiting problem, counterfeit lubricants are a threat to the environment, if only because they are sold outside of regulatory parameters. They also pose an immediate risk to the equipment they are used in and, more importantly, they are frequently toxic to machine operators. In some regions, it’s been reported that as much as half of all lubricants sold are counterfeit. In this problem, there is a responsibility to end-customers and operators. Companies are also negatively affected by experiencing lost profits. It’s an unpleasant thought that there should be a zero-sum game between the health of people and the profits of a company. That’s why it’s a relief to know that the interest of companies looking to improve their bottom line is also aligned with the protection of human health and customer satisfaction. What’s to be done then?

Anti-counterfeiting can be added to products much more effectively and readily than ever before due to advances in technology and niche expertise developed by a handful of companies that offer anti-counterfeiting solutions. Anomaly detection is one way that companies facing substantial problems with counterfeiting can stem the tide of counterfeit related losses. Secure QR codes, or a system that can instantly authenticate a product with the use of a smartphone, can be used to help consumers authenticate a product even before they commit at the point of purchase. Online systems like Amazon transparency, which feature QR code interoperability and authenticity assurances, are also an excellent option available to motor oil manufacturers with significant online sales. With the right setup, counterfeit alerts including customer interaction location, time, and which product was scanned can be provided. This is a proven solution that companies like Dupont, Abbott, and Remy Cointreau have used to improve business while shutting the door on counterfeiting.

In the lubricant industry, Motul has been using secure QR codes on their products in the APAC region in response to counterfeiting challenges by adopting the application of secure QR codes on motor oil packaging, Motul received market intelligence indicating that customers “only bought bottles with Secure QR codes”. Counterfeiting fell to a fraction of what was being detected when the implementation began, and the rest is history.

Key: Counterfeit Lubricants are a big problem. Protect your consumers from counterfeits and they will show signs of trust in your brand, ultimately leading to brand loyalty.

QR codes on packaging are the best way to provide data at the point of purchase, especially information about recycling, (re)-use, and product disposal. In several jurisdictions, this kind of information is becoming mandatory, especially with new regulations in the E.U., namely the ESPR or Ecodesign for Sustainable Packaging Regulation, coming online from 2024 through 2030.

For specialized products that have performance characteristics, like lubricants and motor oils, it’s good policy to provide relevant information in as accessible a way as possible via product packaging.Knowing which lubricant is best for an engine, how to dispose of the product and packaging, and differences from similar products are questions that can be answered easily while gathering critical interaction information at the same time e.g. which products are being interacted with the most and which information is most valuable to the end-customers?

Product Specifications: Access to detailed product specifications, including viscosity grades, API certifications, and application recommendations.

Safety Data Sheets (SDS): Quick access to SDS information for safe handling and disposal.

Technical Support: Direct links to technical support resources, such as FAQs and contact information.

Ensuring your customers can access the information they need to correctly handle the product, use the product, and get the most from the product is good business.

The increased need for sustainable product information due to regulation has led to the introduction of a new wave of requirements for products in several categories. Lubricants are part of the first working plan of the E.U. ESPR. On April 19, 2025, the adoption of the first working plan will demand the attention of lubricant and motor oil manufacturers. Now is the best time for manufacturers to prepare for new requirements. Certainly, the inclusion of lubricants in the first working group of the European ESPR indicates as much.

Several specialist companies have joined a consortium to actively join in shaping the future of the ESPR; specifically of Digital Product Passports (DPPs), perhaps the best-known requirement included in the ESPR. Cirpass 2 is an ambitious project that includes 13 pilot projects, each focusing on a specific industry impacted by EU regulations. Several industry-leading technology companies, including Kezzler and Scantrust, are participating in these industry-focused projects.

Well-established EU businesses that sell products regulated by the ESPR are also, naturally, involved. The German Downfeather Association (VDFI) is participating in CIRPASS 2 to demonstrate the practical application and value of product passports for the textile and downfeather industry and to better prepare their industry for compliance. The results of this project will be educational for companies from more industries than down feather products though. How product compliance will look once it is realized and information is accessible via the Digital Product Passport web registry, which will be online by July 19, 2026 (the target date set in the ESPR), will be a valuable preview of what compliance will look like for other industries too.

Key: crucial product information is becoming mandatory to share. Provide your consumers with an easy-to-use way of accessing this information that benefits them while also putting your company into compliance.

The EU ESPR was adopted and set into force with the primary goal of improving sustainability in Europe. That ultimately benefits all of us as end customers, but it doesn’t need to end there for consumers or companies.

Using QR codes on products facilitates an additional channel for marketing teams to deliver messages and content that strengthen the argument for the product. Product authentication features and access to product-critical data are a compelling incentive for end customers. That in turn becomes interesting for companies to prepare their products and packaging for that kind of incentive. Often these QR code managed and delivered incentives have proven to increase returns for businesses that correctly set up integration with their campaigns. One excellent example of this is loyalty programs.

Lubricant companies have been successfully implementing loyalty programs using QR codes for years. These programs offer redeemable reward points and giveaways and use the product as the distribution platform. By offering tangible benefits, consumers and technicians or maintenance professionals are more likely to engage with lubricant and motor oil products using QR codes.

As scan rates increase, companies are experiencing an indicator of several benefits coming to fruition:

• Data-driven insights: Every scan provides valuable data about consumer behavior, preferences, and geographic location. 
• Enhanced customer experience: Personalized offers, the opportunity to improve customer satisfaction, and offering more, detailed information about products can be observed to be associated with improved business outcomes or a need to make a correction.
• Stronger brand loyalty: Rewarding customers and building relationships fosters longer-lasting brand loyalty. Digital loyalty programs make observing measurements of participation an instant affair.

Offering incentives through loyalty programs is particularly motivational in some of the biggest markets for lubricants in the world. Brands like Exxon Mobil and Motul are driving increased sales and brand awareness through this channel: there’s no reason other companies can’t do the same.

Key: Higher incentive = more scans = more insight for your business =  better relationships with your consumers = more happy customers = better brand image = more revenue 🙂

In delivering marketing campaigns and crucial product data, there is one very important thing that complicates things for products that are sold in more than one country or region. Dynamic QR codes make it easy to create and manage campaigns and product packaging when regional requirements, whether due to local governments or internal company guidelines, require more than one result for scanning the same QR code. EU ESPR requirements cover products sold in the E.U. but not products sold in, say, California. There’s no hard need for distinct codes on packaging being sold in those two regions because it can be handled through the algorithm of a dynamic QR code or an intelligent redirect-capable QR code.  

Dynamic QR codes

With dynamic QR codes, a single QR code can be used to deliver tailored information to consumers in different markets. For instance, a QR code scanned in France could direct you to a website with mandatory product information or additional language and market-localized promotions and warranty terms. The same QR code scanned in Indonesia could direct the user to a website with information about a two for one limited limited-time offer or simply just go to the company home page. That’s how you get regionally distinct content without distinct QR codes on products sold in each region.

Intelligent redirect

With QR codes that are intelligent redirect capable, you don’t just have geographic information as a trigger for returning unique content. Intelligent redirect codes can also return content based on other data that makes a product or even the person scanning different. Scan data accrued and information that is particular to any one code can also be used to trigger the display of unique content. There are many possibilities presented with this kind of function.

Key: Implementing QR codes on packaging opens up many options for improving business outcomes. There’s more flexibility than most people know when those codes are paired with an advanced QR code management system and engagement schemes like loyalty programs.

There are many real-world examples of lubricant companies using QR codes for a wide range of use cases. From product authentication to customer engagement. Here are 4 examples of leading lubricant brands using QR codes.

Castrol: 

Castrol has integrated QR codes into its packaging to provide consumers with easy access to product information, technical support, and safety data sheets. By scanning the QR code on packaging, users can access detailed product specifications, application guidelines, and troubleshooting tips.

Shell:

Shell has incorporated QR codes into its products to enhance the customer experience. By scanning a QR code on a product, consumers can access detailed product information, including specifications, usage guidelines, and data safety sheets. 

Liqui Moly:

Liqui Moly uses QR codes to connect consumers with online product catalogs, technical support forums, and dealer locator tools. By scanning the code, users can quickly find the information they need.

Motul: 

Motul has integrated Scantrust’s technology to combat counterfeiting and enhance customer engagement. By scanning the QR code on their products, consumers can verify authenticity, access regional product information, and participate in loyalty programs, all with one QR code.

Of the examples provided, Motul has taken a significant step forward by integrating QR codes into their packaging. Not only do they provide product information and availability of loyalty programs but they’ve also been tackling challenges with counterfeit lubricant products with a solution that can be put to the test right at the point of purchase.

QR codes on packaging are an established and proven tool for regulatory compliance, for elevating brand reputation, to enhance customer experience, and even to ensure product authenticity. All of this can be delivered with just one QR code on product packaging. With millions of lubricant products already bearing QR codes on packaging, it’s hardly a leap of faith.