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Laava Case Study: the future Laava’s technology is not based on a code, but rather a
of anti-counterfeit Measures computer-vision image. Each image is a unique fingerprint for an
Founded in 2017, Australian company Laava has developed the individual product, that once scanned, is compared to images
Laava Smart Fingerprint , a secure, smartphone-scannable, stored in a secure server. The company also uses business rules
®
and globally scalable alternative to QR codes & NFC tags. to verify that the image hasn’t been copied and already scanned
Laava enables secure communication between the consumer, too many times. A brand can specify how many times an image
the brand, and the channel through which it is sold - including might be scanned and Laava can verify also where an image has
the ability to immediately signal to the consumer that the been scanned. So, for example, if the image has been scanned
product has been flagged as suspicious, recalled, or any other in two totally different places at the same time, the chances of
number of appropriate advisories to the consumer. counterfeit or fraud are high, and the computer will refuse the
Laava works seamlessly with ecommerce platforms and data- authentication. Customers will be alerted that they perhaps
driven online trust partners, such as Amazon or Red Points. have a counterfeit product.
Laava’s technology can exchange, scan, and supply data used The technology goes beyond combating counterfeit. It can also
for a verification process. The technology might be used be used to authenticate sustainability or ingredient claims. It can
to verify, for example, steps an ecommerce platform has authenticate customer information or even a list of tasks that
conducted or even alerts from online trust partners. someone can use. For example, an employee inspecting a store
can go through a list to ensure that the store meets the brand
set criteria linked to distribution. Laava analytics also allow a
company to know both where its product has been scanned and
which product has been scanned, allowing a brand to avoid pre-
market sales, as well as analyse market data.
Furthermore, when one scans a Laava identifier, one goes
into a reserve screen that has been created by the company.
Those screens can be contextualized to fit the consumer, so if
the consumers are in Germany, they’ll get the information in
German. If they’re in the UK, they get it in English.
The computer-vision image is called a Smart Fingerprint, but
the company has other systems of authentication. For example,
Laava also has an invisible identifier, which is an invisible marking
CALL OuT QuOTE: (created with UV ink that is manufactured by Laava alone in a
“Laava believes that trust comes from the ‘ecosystem’ wavelength that doesn’t exist in the market. Thus, the ink cannot
- and in the power of collaboration. Working together, be copied, and the nano-points drawn onto the logo are also
we all contribute to the creation of trust between uncopiable. These nano-points of UV ink can be put alongside
brands, consumers and their channels to market.” or around a logo so that by simply scanning the logo with a
- Gavin Ger, CEO and Co-Founder - smartphone, a consumer can know if it’s a counterfeit product
or a real one.
Laava’s best-in-class anti-counterfeit solution is a poignant Laava does note that adding the distinct markings can takes a
case study for three reasons. Firstly, it doesn’t pose some of little bit of extra time. However, avoiding delays in the logistical
the problems other similar technologies might. Secondly, its aspects of product production and distribution can be achieved
technology goes beyond simple brand-protection, in that it simply by having the markings printed on the packaging in
can deliver vital market- data and facilitate consumer-brand advance of batch production.
communication. Lastly, its capacity to integrate solutions with Francois Laurent, Vice President of Laava’s Europe & Middle East
both ecommerce platforms and brand-protection agencies, like division, explains what makes Laava different: “All our existing
Red Points, makes it a potential game changer. technologies are built to convey information and establish trust
Alternatives to Laava’s technology, such as QR codes or NFC tags via a secured and direct channel. We go beyond ensuring safety for
can be decoded and/or copied. Laava’s technology isn’t copyable, the customer and loyalty to the brand. We open a direct channel of
nor can it be spoofed. Secure QR codes aren’t copyable but can communication issued by the brand, thereby assisting the customer
be spoofed. A spoofed code is an entirely fake code linked to an on multiple fronts. If the technology were adopted ubiquitously,
entirely fake product. A spoofed code is not a copied code that both marketplaces and customers would more easily avoid fraud.
goes with an original or real product, but a fake code that goes Upon receiving a copycat product, a customer could scan it, verify
with a counterfeit product. the counterfeit, report the seller, and demand reimbursement from

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