Amouage seeks to be blockchain to ensure the traceability of its luxury perfumes.
The Perfume House announced on Monday its entry into the consortium will have blockchain, established by LVMH, Prada Group, OTB and Richemont’s Cartier as an Alliance to exploit blockchain technology for greater traceability and transparency in luxury products. Since 2021, the group has recorded more than 50 million dozens of brands on its private blockchain, creating digital identities – called digital products passports, or DPPS – for each element to which consumers and regulators can access information such as the provenance of the product.
Amouage said that its DPPs will be accessible via a QR code on the packaging of the perfume. Customers will obtain a single property certificate, as well as access to exclusive advantages such as personalized beauty routines and invitations to community events. The brand, which has introduced rechargeable bottles, also provides a program to encourage recharges, where the QR code could be scanned at a shop or a recharge point and the DPP would be updated with details such as when, where and how the recharge took place.
Founded in Oman in 1983, Amouage is the first beauty player to join the consortium, as well as the first brand in the Middle East. In February, L’Oréal took a long -term minority stake in the Maison des Parfums. Since this month, all new romantic products will be integrated into the aura blockchain, and by the end of the month, it will also have added existing items produced or before this year, the company said.
“This announcement represents several important milestones for the consortium will have blockchain, with a particular accent on the future in a new vertical and to establish a new strong sole in the luxury industry of the Middle East,” said Lorenzo Bertelli, president of the Aura Blockchain Consortium and head of corporate social responsibility for the Prada group, in a statement.
Beauty brands have been slower to adopt DPPs than fashion, but like fashion, the beauty industry encounters a careful examination on problems such as the supply, sustainability and authenticity of its products. Some brands are starting to look for blockchain -based solutions. Earlier this year, the French beauty brand Ulé, which is part of the Shiseido group, joined forces with the Arianee technology supplier to create DPPs for its C-Bright serum.
From 2027, the EU will also begin to require that many products be activated with a DPP in the context of a wider thrust towards sustainability and transparency of companies, encouraging companies to start preparations.
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