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Packaging protects products from the inside-out

Melbourne-based Swisse Wellness employs a desiccant and a scannable label to protect and authenticate its growing portfolio of products worldwide.

Melbourne-based Swisse Wellness employs a desiccant and a scannable label to protect and authenticate its growing portfolio of products worldwide.
Melbourne-based Swisse Wellness employs a desiccant and a scannable label to protect and authenticate its growing portfolio of products worldwide.

Swisse Wellness refers to itself as an “Australian success story,” growing from a humble warehouse in Australia to become a leading global wellness brand, with market presence in Australia, New Zealand, Singapore, the UK, the U.S., the Netherlands, Italy, Hong Kong and China. Plans call for product launches in as many as 30 countries in the next few years.

Acquired by Health & Happiness International Holdings of Hong Kong for $1.7 billion in late 2015, Swisse Wellness’s product portfolio includes more than 200 products, including vitamins, sports nutrition, skin-care and functional foods, manufactured in GMP-certified facilities.

The company reports that in China Swisse is a top online vitamin brand, with consumers willing to pay a premium for these products that deliver purity and authenticity in a market where low-quality or counterfeit goods remain common. But as demand, distribution, and retail exposure of these products have grown, the Swisse brand has faced challenges from counterfeits. In response, Swisse adopted a series of packaging innovations to protect the authenticity of its products worldwide.

The first brand protection innovation was new product package labeling, first seen in 2016 and continuing to roll out on hundreds of Swisse products worldwide—more than 150 to date. Among other features, the company in 2017 unveiled next-generation, scannable labels in 2017 that employ the Swisse Product Authentication Mobile App. The company says the scanning technology allows consumers to easily recognize and verify authentic Swisse labels by scanning these icons using their cell phones. The icon associated with the App cannot be replicated and uses what the company refers to as the most advanced surface scan identification technology available.

Managing Director Oliver Horn reinforced the company’s commitment to brand protection and consumer trust as an important responsibility. “Consumer trust in our brand is a key priority. Swisse has seen great success globally through our commitment to producing high-quality products, using premium formulas, but we know with premium, in-demand products, there are always likely to be individuals wanting to exploit.

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