You don't have to be a security print expert with brand protection solutions from S-OneLP and VerifyMe
It’s been said that the most counterfeited item is the simple paperclip. Whether or not that’s merely an urban legend is debatable, but it still drives home a larger point: Any product of value can come under threat of counterfeiting or product diversion.
It’s not just designer handbags, shoes, sunglasses or other high-value items that are attractive to counterfeiters. The market for fakes is all around us. Industries such as pharmaceutical, food, supplements, wine and liquor, and cannabis are threatened by fake products entering the market and these brands have an enormous need to protect their products. Take olive oil for example. It’s estimated that 75 percent of the “liquid gold” on store shelves is fake.
Counterfeiting is big business. The OECD, an international organization tracking the counterfeit market, put the most recent value of counterfeit goods globally at $509 billion. In 2019, U.S Customs and Border Patrol made more than 27,000 seizures valued at more than $1.5 billion. The market for fakes is only expected to get larger with today’s ecommerce platforms making it easier for thieves. As a result of this, the clandestine market is expected to balloon to over $2 trillion by 2024, according to some industry estimates.
“Think about it, 10 years ago, you wouldn’t go on your phone and order whatever you want and see it on your doorstep a day and a half later,” says Keith Goldstein, COO of VerifyMe, an anti-counterfeiting and diversion technology provider and partner of S-OneLP. “How is a consumer to know if the product is authentic? If they’re not buying it from the actual manufacturer, then they really have no idea where it’s coming from or what’s in it.”
While that simple paperclip might sell for under $10 for hundreds of them, to the company who produces them, paperclips are their livelihood and fakes cut into the manufacturer’s profit. The paperclip deserves to be protected as much as the Louis Vuitton handbag, the new pair of Air Jordans, or Ray-Bans. The economic impacts are obvious when fraudulent goods cut into a brand’s profits, but they also can erode the public’s trust and harm a brand’s reputation.
“Brands that aren’t working with tech providers to track and confirm the authenticity of their goods, they’re making a huge mistake that could impact both their bottom line and reputation,” Goldstein said. This goes for all industries - medical devices, beauty products, pharmaceuticals, food and beverage and more. Businesses should be implementing proactive measures that not only guarantee authenticity, but work to boost customer engagement and loyalty - thus driving sales.”
Worse, fake goods, particularly in cosmetics, nutraceutical, and medications, can pose serious health risks since counterfeiters often use substandard components when not held to the same stringent guidelines and regulations as legitimate manufacturers.
Label and packaging producers can play a key role in fighting the fakes and are often on the frontline of defense when it comes to brand protection and a secure supply chain. However, security printing can be complex, and it takes a certain level of understanding of the technologies and techniques available for print providers to be able to sell security solutions in the marketplace.
At a basic level, security printing can be broken down in two ways:
Overt Markings: These are security features that can be easily seen, felt or otherwise detected. Think tamper evident materials, watermarks, holograms, serial numbers, barcodes, color shifting ink, and embossed foils.
Covert Markings: These features are hidden or undetectable to the naked eye and authentication is done with a device such as UV lamps, loupe, laser lights or mobile authenticator. Think microtext, invisible, UV or infrared inks, or digital watermarks.
There is no one size fits all solution when it comes to security printing, and many brands opt for a layered approach. However, adding too many security elements, or “throwing in everything but the kitchen sink”, can get costly.
A partnership with S-OneLP and VerifyMe helps brands monitor, control and protect their precious products and ensure a secure supply chain in a cost-effective way.
VerifyMe’s RainbowSecure is an invisible ink used with HP Indigo digital presses. Labels and packages printed with RainbowSecure can be verified using the new VeriPAS smartphone reading device, which can decrypt invisible serial numbers, QR codes or other graphics. Once read by the device, the number or code is verified via a cloud-based system, which immediately reports back if the product is authentic or not.
For more information VerifyMe, or on getting started with security solutions with S-OneLP, contact our experts at labelsandpackaging@sone.com or 941-256-7900.