In recent years, the makers of beauty and personal-care products have been using Near Field Communication (NFC) to create a competitive advantage. They know that today’s consumers are tech savvy and are likely to have an NFC-enabled smartphone with them at all times – and brand owners are using this knowledge to deliver more engaging experiences. They’re equipping their products with NFC tags, thereby making familiar products like cosmetics, fragrances, aesthetic devices, and other beauty items part of the Internet of Things (IoT).
Smart, connected products let brand owners engage with consumers in new ways, and also help the bottom line. A report from the Harvard Business Review found that smart products have an 85% lower cost per engagement and a 152% lower cost per lead.
Why are so many products using NFC as a way to connect? Because NFC tags are small, flexible, and battery free, so they integrate easily into labels, caps and packages. They let everyday products become intelligent, aware, and interactive. With just a tap of a smartphone, NFC tags can connect consumers to the cloud, for access to digital applications and social platforms, or can be used to deliver information to the manufacturer’s enterprise, supply-chain, and customer-management systems. As a result, NFC tags let brand owners increase brand transparency and accountability, create closer bonds with customers, and gain insights into consumer behavior.
NFC works at the edge of the IoT, making it possible to deploy data security and intelligence capabilities on everyday products. The benefits begin in production, when NFC tags equip each product with a unique ID for use in the supply chain and after the sale. Equipped with additional security features, NFC tags can help verify originality, and provide sourcing and ingredient information as part of quality assurance programs. This is important, because inauthentic products are a real concern in this market sector. According to Vandagraf Research 10% of luxury beauty products and 20% of mass-market fragrances are fake. What’s more consumer analysts have found that consumers expect greater brand transparency and accountability as a standard (Mintel).
Brand owners can reassure consumers by letting them verify that the products they’re considering are, in fact, genuine, and made with ingredients they can believe in. NFC tags let consumers confirm originality, and access extra information, including product reviews, helpful hints, and usage guides. NFC tags also support loyalty programs, and can reward VIP customers with exclusive content or entry into dedicated social communities. Customers can enable automatic reordering when supplies run low, and can receive recycling tips when it’s time to dispose of the product.
From the consumer’s point of view, NFC delivers a new level of personalization and convenience. Brand owners are finding that customer bonds are slipping and, as a result, there’s a need to engage with consumers earlier, and develop a deeper dialog that goes beyond the purchase. Tapping a smartphone to a product’s NFC tag before you buy lets you explore options, with interactive guides that let you do things like identify your skin type, find your favorite fragrance profile, or scan an image of your face so you can experiment with lip color or different styles. After the sale, the NFC tag becomes a link to how-to tutorials, suggestions for new beauty regimens, expert styling tips, or previews of new products. With each interaction, consumers become more engaged and help brand owners gain a deeper understanding of consumer behavior.
The Power of NFC Solutions
Here are four main ways that NXP’s innovative security features and interactive functionalities can enhance NFC operation and support brand differentiation, whether interacting with Android or iOS devices:
Brands can also use on-chip opening status to prompt targeted messages. Pre-sale messages for sealed products can, for example, include product reviews or buying incentives, while post-sale messages for opened products can include loyalty rewards, access to social communities, and more.
Provider of Choice
As the leading supplier of secure NFC solutions, NXP offers best-in-class tag solutions, from feature-light, ultra-low-cost tags like the NTAG 210µ, to tags with opening detection like NTAG 213 TagTamper, to feature-rich, advanced security tags, such as the NTAG 424 DNA series. We also supply interoperable reader devices for use with our tags in system solutions. What’s more, we provide value-added NFC services, so our customers can deploy quickly and easily, at any scale. NXP’s NTAG 2GO Configure & Trust supports a cost-efficient IC customization program, creating NFC chips that are ready to use as shipped, and NTAG 2GO Cloud Services give developers access to a secure, scalable, and privacy-protected cloud platform, with an easy-to-use management portal.
Case Studies in Innovation
World-class beauty and personal-care brands rely on our solutions because we are the market leader in NFC technology solutions. Here are just a few examples of how brand owners are putting our NFC tags to work.
Take the Next Step
NFC tags represent a way to revolutionize the everyday routines of consumers, while ramping up personalization and increasing value. NFC tags let brand owners realize the potential of the IoT, and also offer new methods for fostering trust, demonstrating supply-chain integrity, and increasing revenues.