Page 150 - EM - Export Magazine Perfumery Edition

R E P O R T

marketplaces like Amazon and others.”
In markets such as Iraq (where the prevalence of counterfeit
brands is a major issue due to the lack of official regulation), the
technology could be game-changing. In Iraq, the prevalence of
counterfeit brands creates very high levels of consumer distrust
regarding the authenticity and origins of products and brands
available. In addition to the lack of official regulation regarding
imports and distribution of branded products, the lack of
investment on the part of global brand owners also plays a role
in augmenting customer distrust. In fact, most multinational
corporations within the global beauty and personal care industry
remain hesitant to invest substantially in establishing operations
in Iraq. But all this is expected to change. Laava’s technology
represents a new horizon in anti-counterfeit measures for such
multinational companies in especially these types of markets.
The pricing structure is published on Laava’s website and plans
start at $299.USD/month. The full enterprise solution and specific inks means that if there is a problem with the supply of
support tools are about $1000.USD/month. Needless to say that the ink, there will be a knock-on effect on the brand’s ability to
for high-end luxury brands with a serious counterfeit problem, supply their goods to their customers. Not only will a disruption
the price is more than affordable. like this create monetary issues, but the brand’s reputation
Laava is one company that uses specialized ink and images as a will suffer as well. If this issue is a persistent one, the brand’s
defense against counterfeiting. Its solutions can’t be copied or reputation may never recover.
spoofed; nor do they pose some of the problems that usually Expiration: Brands who use security and taggant inks as a
go with taggant ink technology, such as the need for a separate form of anti-counterfeiting need to inquire about the inks’
handheld device. Both Laava’s Invisible Smart Fingerprint expiration, in other words, when and if they may no longer be
solution (visible) Smart Fingerprints can be scanned using any legible (whether to the naked eye or via their specific special
smartphone running iOS or Android. The company’s ink has detectors).
no special storage requirements, nor does it contain known Toxicity: Security inks are unique chemical compounds, and
toxins or non-recyclable components ingredients. Furthermore, depending on the specific ink, brands need to ensure that
Laava’s ink doesn’t expire or become unreadable. these inks used are non-toxic.
That said, not all companies offering anti-counterfeit measures Necessity of secure & careful storage: To guard against the
using specialized taggant ink are equal. Brands must know risk of tampering or duplication of the anti-counterfeiting inks,
what problems can be encountered before choosing a brand- they must be stored with the utmost secrecy and security. If
protection partner offering packaging-based solutions for people can’t get to the goods, it follows that they generally
counterfeit. Below is a list of discussion points for brands when can’t counterfeit them. Furthermore, security and taggant inks
evaluating potential partners. are not always as robust as expected to heat and moisture.
They can break down and degrade, becoming unreadable. This
problems commonly encountered means that the brand using them needs to store them carefully
with the use of taggant inks to prevent that degradation while at the same time worrying
Requirement of a specific device: High-level covert solutions about replacing products that have degraded, whether before
will contain some form of taggant ink that is only visible or or after they’re in the hands of customers.
detectable through more sophisticated hand-held readers. Recyclability: Security inks can often render paper goods that
Taggant inks require the brand using them to own a specific would otherwise be recyclable un-recyclable. This is because
device to view the ink markings (when they are invisible to the all inked paper that is set to be recycled must first be de-inked.
naked eye). In the case of taggant inks, the device in question Certain security inks, such as UV and IR inks, require a lot more
must read the unique chemical identity of the ink and verify it. effort and special processes to de-ink than normal printer
This can create the need for extra time, effort, and money to ink. Many companies don’t want to go to the extra trouble
procure, store, maintain, and even replace these devices. and simply throw away goods that have been printed on with
Problem of supply: The reliance on one supplier to provide the security inks.

For more information on how IL Brand Consultancy can help you expand your brand,
please contact us on info@ilbc.co.uk or visit our website at www.ilbc.co.uk