L’Oréal chooses Avery Dennison’s RFID tags

The pop-up store of the Italian luxury brand Armani Beauty is located on Königsallee in Düsseldorf, one of Germany's most popular shopping miles. It features the payfree checkout, designed to create a seamless shopping experience, including an automatic item scan and contactless payment. 

Instead of queuing at the checkout, customers just pass their shopping bag through a scanning unit at the exit, which automatically detects the products in less than three seconds via RFID labels. A purchase overview is shown on a customer display. Customers can pay using a card or digital wallet.

payfree has already successfully implemented its grab-and-go checkout in other retail segments, such as apparel and merchandise. Beauty products, however, are more challenging to tag than clothing: liquids and metallic surfaces like foil packaging generally inhibit signal transfer during RFID communication. 

Avery Dennison developed beauty-ready RFID tags offering an on-metal tag at a price that makes high-volume tagging feasible. The technology in use at the L'Oréal pop-up shop may pave the way for seamless checkouts not only in the beauty segment but also for appliances for food or convenience products.

‘The beauty industry is undergoing drastic change. An increasing number of consumers find products online or on social media, buy them online and easily switch from one brand to another. Combining our advances in RFID technology with payfree’s know-how in RFID-based seamless checkouts, we can offer brands a unique solution to satisfy their customers and build brand loyalty,’ said Uwe Hennig, director for market development in apparel, beauty, food and intelligent labels for EMEA, Australia and India at Avery Dennison.

‘This pop-up shop is all about the immersive brand experience. Our goal is to excite our customers while providing a number of beauty and shopping services. We want our customers to have a rich, memorable shopping experience. payfree is the perfect partner to achieve that. Their checkout solution requires little space and integrates seamlessly in our store concept,’ added Jonas Lischewski, brand director at L'Oréal Luxe.