Gerresheimer AG - the German packaging specialist for the cosmetics and pharma industry - presented a “Connected Packaging” platform. New QR codes - known as i.xQR, which are set to replace the EAN code from 2027 - will open up digital customer contact for packaging. According to the company, they enable major cosmetics brands to come into direct contact with customers, improve the purchasing experience, strengthen brand loyalty, increase sales and gain insights into consumer behavior.

The hot line to the customer

“Connected packaging offers cosmetics brands new ways to get in touch with their customers,” emphasized Stefan Rieder, Vice President for Glass Production at Gerresheimer. It creates digital touchpoints that enable many marketing and sales activities, from loyalty points to promotions and campaigns. At the same time, the system enables consumers to communicate with their favorite brand in new ways that add value to the cosmetics brand. By scanning products, consumers could gain access to personalized information and recommendations that improve their beauty routine. The approach promotes customer loyalty and communication with the brand.

Data for intelligent marketing

The data collection functions of “Connected Packaging” should also provide brands with valuable insights into consumer behavior and campaign performance. The platform solution enables GDPR-compliant data management. This enables brands to optimize their strategies based on specific data and make informed business decisions. The planned switch from EAN numbers to QR codes makes the solution particularly future-proof and ensures smooth integration into global supply chains. Düsseldorf-based Gerresheimer AG has more than 40 production sites in 16 countries worldwide and serves regional markets locally. In 2023, the Group generated sales of two billion euros and employed more than 13,000 people.

Source: Gerresheimer