Focus on late-stage customisation

The rlc | packaging group will be addressing current trends in the beauty and healthcare industry at the Cosmetic Business international trade fair on 6-7 June in Munich. The packaging specialists will present their newest concepts and technologies for the efficient implementation of late-stage customisation and personalisation at booth D17 in hall 4

“Premium beauty and lifestyle products are not only differentiated by their quality. They are also capable of establishing and maintaining an emotional bond with the consumer,” explains Stephan Bestehorn, Managing Partner of the rlc | packaging group. “In these times of e-commerce, big data and influencer marketing, brand manufacturers understand customer needs in more detail. One way to address this is through product individualisation. The need can be most effectively and efficiently communicated by individualised packaging at the point of sale.” This is where rlc starts by implementing digital technologies and data handling. The system supplier offers brand manufacturers late-stage customisation options to smoothly and efficiently integrate packaging individualisation into standard processes.

Late-stage customisation enables offset-printed packaging to be supplemented and upgraded with customised sleeves, labels or imprints in the last processing step. Thanks to agile value chains, rlc is also capable of supplying personalised packaging to customers for seasonal events or online promotions.

Investment in coding technologies

In line with the current trend towards individualisation, the rlc | packaging group has expanded its capacity for late-stage customisation and coding at its plant in Aachen. “This investment is part of our ongoing specialisation for the Beauty and Prestige industry,” says Bestehorn. “For example, at the Aachen plant we have four different coding technologies to print visible and invisible codes along with lettering.” Especially efficient is the high-end sheet-fed coding process in which the sheet or the single copy is finished with the unique print image in one pass. In addition to personalisation, product safety is an important aspect. Invisible digital ‘fingerprints’ and individual coding facilitate authentication of branded products and can be applied to every imaginable packaging format.