Beauty brands are going on-chain to reveal all about ingredient-sourcing and supply-chain processes.
The relationship between beauty and the blockchain is in its nascent phase, according to industry experts, who underline that it can — and will — serve even more wide-ranging purposes in years to come.
“We were the first to create the client card, where the client could give feedback to the brand,” said Virginie Courtin, managing director of Groupe Clarins and part of the third generation of the founding family running the company. “So in a way, my grandfather created CRM. The client is at the heart of everything we do.”
“How can we ensure the customer has real traceability?” Courtain continued, explaining that until now anything on the subject has been based on a brand or supplier’s word. “It’s not really protected or integrated information.”“That’s how we learned about the blockchain,” Courtin continued. Clarins decided to go with a French startup called NeuroChain. “It really was a bet for the future,” Courtin said.
Thirty-five of the brand’s ingredients and information from about 20 suppliers are already on the blockchain. Guguen’s office in Marseille, France, is close to researchers from the Centre National de la Recherche Scientifique, or CNRS, who patented blockchain solutions to track and trace shipping containers.
“We can tell you if the PDF that you are looking at is the original one, or if one single pixel moved, changed from the one we have signed from Ecocert, WWF — any certificate,” Guguen said. “As soon as you declare your own proof, you’ve signed [it], it’s legally opposable.” Clever Beauty founder and CEO Maëva Bentitallah explained once one of her products’ QR codes is flashed, it brings up information on the brand’s “who,” “what,” “where,” “why” and “how.”
“So maybe not all brands would like that level of transparency,” Sit said. “But accountability and transparency is a much better ecosystem for brands and consumers alike, including the middlemen of distributors and retailers.” “When you see counterfeit product, not only are you able to authenticate it if you chip it, you then also know what truck it fell off of,” Sit said. “So now there’s accountability in the supply chain and all of your supply-chain partners.Blockchain is expected also to support everything from consumer data to loyalty and consumer relationship management. Sit believes that will become even bigger than the supply-chain piece.
“So it’s incredibly powerful to look in that wallet and not only infer macro-level data…but you also know everything else — what concert they went to, where they went,” Sit said. “That’s a loyal customer, so let me drop an NFT saying thanks for being such a great MAC fan,” Sit said. “If you’d like, please redeem this token for a free custom lipstick of your color, and we’ll print your name on it — or something like that.”“Now, it actually allows a value transfer from brands to the consumer directly,” Sit said. “The people who control all that data are actually vulnerable, but brands and consumers stand to win.
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