The New Era of Beauty #2 - New Standards for Efficiency, Compliance, Engagement & Authentication

In our first chapter, we explored why connected and secure packaging is no longer optional for beauty brands. Consumer expectations and regulations are changing fast. And packaging? It’s becoming a strategic channel in its own right.

Now, in Chapter 2, we’re zooming in on a technology that perfectly captures this shift: the Augmented QR Code by EDGYN.

This technology moves far beyond the static QR codes of the past, transforming a simple square on a package into a dynamic, data-rich gateway that addresses the three core pillars of modern cosmetics brand strategy: efficiency, compliance, and engagement.

Right now, your packaging probably carries several codes:

  • Global Trade Item Number (GTIN)/EAN-13 for retail)
  • A ⅖ or datamatrix as traceability code for logistics and security
  • Maybe one or several static QR codes for consumers, generally one per country

TODAY

Example of a packaging of today

Beyond the Basic Barcode:

From 2027 - What Makes a QR Code “Augmented”

With GS1-powered Augmented QR Codes, all that rolls into one code, plus the ability to deliver content that changes over time.

At its core, an Augmented QR Code is a next-generation data carrier that is embeds much more information and can be serialized. This serialization is the foundation of its power, but it is not mandatory. It allows a brand to access all the traceability information. The brand can manage and update the digital content at the reference or at the serial level in real time, even after the product has been shipped. This helps create contextual and dynamic content: it can adapt to different languages, regional promotions, or evolving regulatory requirements without the need for costly reprints or packaging redesigns.

Advanced Consumer Experience

The Augmented QR code is a direct link to the customer. It allows for dynamic and contextual content, meaning a personalized digital experience based on a set of rules managed by the marketing team (GTIN, location, date, promotions, code status, language). A shopper in Paris might see a product video in French, while a shopper in Berlin sees a link to an exclusive local promotion in German.

The augmented QR code serves as a gateway to immersive experiences without requiring an app download. This direct, interactive channel transforms the static physical packaging into a dynamic conversation starter, creating a deeper brand connection and providing the brand with rich data on consumer behavior.

End-to-end Traceability and Authentication

Because each product is serialized, we’re able to track and trace it throughout the supply chain, ensuring complete end-to-end traceability. Our technology allows brands to track their products in real-time, identifying potential attempts at diversion. It also empowers consumers and inspectors to actively participate in brand protection. With a simple scan, they are redirected to the Brand Protection module, where they can use EDGYN’s Digital Fingerprint technology to authenticate the product, even if an attack has been made on different codes. The Augmented QR Code isn’t just a packaging upgrade. It’s a strategic solution that ties efficiency, compliance, and engagement.

To come

What's next for you

In the next chapter, we will present how augmented QR codes are used to navigate effectively through the new regulations.

WEBINAR

Curious about how EDGYN’s solutions are transforming the beauty industry?

Join us on November 7 for an exclusive webinar (in French) with GS1 France to explore how innovation is shaping the future of beauty.

Register here

The New Era of Beauty Series