Success Story

The Beiersdorf name has always stood for innovative skin care. With its strong brands like Eucerin, LaPrairie, Hansaplast and above all NIVEA, consumers have come to associate the company’s products worldwide with high quality and trust. This trust has been jeopardised by a high number of counterfeit products in the hair care sector in Russia. The counterfeits looked strikingly similar to the original product, however contained low-quality contents. Beiersdorf swiftly and decisively decided to take action and initiated a counterfeit protection program in collaboration with SCRIBOS. The results exceeded the expectations of everyone involved.

To conquer this problem, Nivea hair care bottles were equipped with a SCRIBOS HoloSpot® solution. This solution protects each product with an inimitable serialised security feature, which gives all stakeholders throughout the supply chain the ability to authenticate the products. To simplify the integration of the solution, the security feature was applied directly at the factory. This led to a seamless integration of the solution into the production processes. This in turn enabled Nivea to implement on-site investigations for enforcement, tracking and progress monitoring. On top of this, SCRIBOS helped implement intensive and targeted communication with the distribution chain. Communication is important to make sure all stakeholders know how to authenticate the products.

By seamlessly integrating the application of the security feature into the production processes, the implementation phase was short and led to fast ROI. Nivea also benefitted from SCRIBOS’s communication support, which created awareness and support in authenticating the products for the stakeholders along the distribution chain. The project itself turned out to be successful, as counterfeits were completely removed from the market within a few months and sales figures skyrocketed.