New antenna security labeling technique for beauty products

By Simon Pitman

- Last updated on GMT

Related tags Personal care products Theft Shoplifting

New Jersey-based Checkpoint Systems has expanded its Enhanced Performance label range with the launch of a new Electronic Article Surveillance (EAS) antenna that is incorporated into the packaging.

The solution is aimed at higher end and more expensive cosmetic, personal care and fragrance products, which are often targeted by shoplifters, posing a significant problem to branding managers.

Called the Mirco EP PST (Postage Stamp) label, it is the smallest of its kind on the market, the manufacturer claims, and has been specifically designed to help keep a track of this type of products.

Beauty products are being targeted by thieves

According to a recent report by the Global Retail Theft barometer, which is published by the Center for Retail Research, shop lifters are increasingly targeting high-end beauty and personal care products as they are of high value and relatively easy to conceal.

In particular the barometer reports that shaving products as well as fragrances and perfumes are amongst the primary targets, accounting for a stock ‘shrink’ rate of 1.79 percent in 2011, which is the total amount of stock that went missing, often presumed stolen.

Obviously this problem poses considerable costs to beauty brand owners, not only for the loss of products, but also for the significant expenditure that already goes into security measures aimed at minimizing shrink rates.

Breakthrough engineering reduces label size

Checkpoint Systems says that its new security label is a breakthrough in engineering because it has a 60 percent smaller footprint on account of the micro technology that has been used in its development.

Likewise, the clear face of the label is also said to allow visible protection, showing the product contains an EAS which in turn acts as a deterrent to thieves because it is impossible to remove without damaging the product.

Farrokh Abadi, president of shrink management solutions at Checkpoint Systems said that the solution addresses “retailers’ and brand manufacturers’ concerns with improving on-shelf availability, enhancing the shoppers’ experience and increasing sales. We have developed our latest Micro PST labels with these goals in mind.”

The company also says that the labeling solution can be integrated into the product packaging easily through high-speed source tagging at the point of manufacture, saving time and costs, while also ensuring quality and consistency.

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