You are a cosmetics company and want to keep your customers engaged. And you do this to build customer trust and increase your reach.
For this, you develop ideas to optimize your product packaging or print media advertisements. Yet you are facing a few challenges.
Firstly, since you are a cosmetic company, it is very important for you to be transparent about the product ingredients. But due to limited space on product packaging, you find it difficult to give detailed information.
Furthermore, you have to take in concern the regulatory issues related to your product. According to the federal law of the United States Department of Agriculture (USDA), it has become mandatory to share the GMO information. So, if your product includes genetically modified ingredients, then it’s compulsory for you to mention it.
Another challenge related to the first one is the issue of product liability. Many people are allergic to certain constituents of cosmetics. And it’s important that you keep them informed on the presence of any such ingredients. You don’t want to give them a bad experience with your products, right?
Also, many-a-time, you want your customers to visit your website. And thus, mention the link on the product packaging or your print media creatives. Yet you cannot keep any record of how many people actually visited it.
But, you will be glad to know that a simple addition can resolve all these issues. Yes, we’re talking about QR Codes.
Top cosmetic companies across the world are using them already to keep their customers delighted.
A. Why use QR Codes for your product
For the uninitiated, QR Codes are 2D barcodes that can link information. And besides text-based information, you can also link multimedia content such as images and videos to them.
Your customers just need to scan the QR Code via their smartphone. And access the information encoded.
Plus, you can also track the scanning activity of your QR Code by using Dynamic QR Codes. Here, you can get data based on region, district, browser, device, from which the QR Code was scanned.
You can use QR Codes for the following purposes:
1. To provide detailed information
With a QR Code, you can provide extensive information about your product. This includes:
- Type of ingredients and their quantity
- Information of different skin types
- Scope of any allergy, precautions, and warnings
- Terms and conditions
Through this, you can make the purchase decision of your customer much easier and informed.
2. To show ‘How to’ videos
Since your product deals directly with skin, it’s important for your customers to know how to apply/use a particular product.
With a QR Code, you can show them tutorial videos to help them use the product properly. And keep them away from any mishaps.
3. To provide additional information
You can tell your customers about any social campaigns you have participated in. This way you can create a positive impression that ‘you care’. And your customers will know that you are concerned about society and environmental issues.
Similarly, you can tell about the other range of products that you offer.
Plus, with a QR Code, you can add a short video about your product. Or a teaser about your upcoming product. Or may be your company’s story. This way you can hold the attention of your customers.
Once you know what information you want your customers to se, create an appropriate QR Code. And print it on your product packagings, flyers, brochures, or any other print media creative of your choice. Also—remember adding a help note such as ‘Scan for more information on our product’.
So, with QR Codes, you can keep your customers both engaged and educated.
B. How Cosmetics Companies are Using QR Codes: Some Use Cases
Here are some examples of how top cosmetics companies across the world are using QR Codes:
1. L’Oréal Paris
L’Oréal Paris, one of the top most cosmetics companies, is using QR Codes in print advertisements. The main purpose is to keep the product information transparent. And engage their customers better.
The company’s magazine displays an advertisement with a QR code that is placed within dotted lines and takes the form of a phone. It links to the company’s landing site called ‘Youth Code- Skin Care to Prevent Signs of Aging’.
Upon scanning, the users land to this page and can scroll through the variety of products, get their detailed information, and save/purchase an item.
Besides, customers can also watch interesting videos about—reviewers discussing on different products as well as healthy skin care routines.
2. GeoDeo, Natural Deodorant Brand
GeoDeo, a natural deodorant brand of TCCD International has included QR Codes on its design to connect with its customers better. The brand uses QR Code to keep their customers fully informed about ingredients in their product.
Upon scanning the QR Code, customers get detailed information on each ingredient listed on the product’s label.
Kristi Moe, director of marketing, GeoDeo, said:
“We created an infographic to highlight the most important information about each ingredient. So if a consumer scans the code while shopping, they can quickly grasp all of the most important info that they might want to know before making a purchasing decision.”
The QR Code has the help text ‘Scan to Discover the power of nature’s science’.
Moe further adds:
“We knew that using a QR code made sense for our consumer, and that they would appreciate having the information so easily accessible”.
3. Natrue, Brussels
Natrue, The International natural and organic cosmetics Company based in Brussels has introduced QR Codes on its certified cosmetic products. The QR Code is linked to a webpage where detailed information about every product is mentioned.
Upon scanning, the customers can view the details and educate themselves about the product.
The association explains in a release:
“When the three star labelling system only gave approximate information about the origin of the product’s ingredients, the latest technologies help to introduce more transparency and to position the NaTrue label as precursor in the natural and organic cosmetics sector,”
By being utter transparent about their product information, Natrue has become a pioneer label in the natural and organic cosmetics market.
4. Bvlgari, Roma
Bvlgari, the Italian luxury brand, opened its pop up store from 18th Mar 2019 to 14th Apr 2019 in Omnia. The brand used QR Codes to help consumers indulge in the maison’s collection of perfumes.
In its #CHOOSEYOURTREAT campaign, the pop up store uses QR Codes to engage consumers with fun activities. These include live digital portrait painting by Bertrand de Miollis, who was especially flown in from Paris to be part of this campaign.
Travellers at the pop up store just need to scan a QR code which redirects them to Bvlgari’s WeChat page. Here, they can share their digital portraits and day’s experiences on their own WeChat and Instagram accounts using the campaign hashtag.
So, now you know how top cosmetic companies are using QR Codes. QR Codes in cosmetics companies help keep consumers engaged and educated.
Matt McKenna, founder and president of Red Fish Media, Miami said:
“QR codes are creating brand recognition and inspiring user engagement because the whole thing about a luxury brand is the name,”
C. How to create QR Code for your brand
Now that you know that QR Codes can prove to be very useful, you may already be planning to create one. And to do it, you’d need an online QR Code generator.
Here’s a list of the top QR Code generators. You can go through it to decide the best one for your use case.
If you want to link your website in the QR Code, then you should create Website URL QR Code.
Similarly, if you want to show your customers engaging video via a QR Code, you can create a Video QR Code.
Also, you can create a Twitter QR Code. This can be used majorly on a product launch event. Here, you can link a tweet or hashtags regarding your QR Code campaign. Upon scanning, the attendees of your event can share the tweet after logging in from their account.
You can keep your customers fully enlightened and help them make an informed choice.
So, QR Codes can actually save you from cutting multiple court rounds.
Use smartphone technology efficiently to engage your customers fully. Create QR Codes for your product packaging/print media advertisements now before any major decisions are taken.