Intelligent shrink sleeve label aimed at beauty and makeup markets | 10-02-2026 |
In response to the rapid evolution of distribution models, rising regulatory requirements, and the growing number of product references in the beauty and makeup market, Sleever® and AIPIA member Avery Dennison® have announced the launch of INVENTRA® — an intelligent product that integrates RFID technology into the shrink sleeve label.
In the Beauty universe — and particularly in makeup — the multiplication of references, the precise management of shades and seasonal collections, as well as the high sensitivity to theft and counterfeiting, means Brands and retailers face many new operational challenges. Currently, the industry loses approximately 10% of its inventory annually—specifically 6.2% due to overproduction and 4% to spoilage and expiry, according to a recent report from Avery Dennison.
RFID technology enables item-level identification, offering a more reliable view of inventory, improved on-shelf availability, and a significant reduction in stock discrepancies. For makeup products, these benefits represent a major potential lever for enhancing service, protecting products, and steering performance.
They believe the sleeve label is a natural entry point for intelligent packaging. Unlike solutions added on the surface, INVENTRA® is based on integrating RFID technology at the very heart of the sleeve label. This makes it possible to preserve the visual impact and identity of the design; protect the RFID component from any manipulation; and ensure enhanced tamper-evidence.
This innovation brings together the key functions of technology: decoration, information, and traceability. Leveraging its industrial expertise, INVENTRA® is compatible with production line speeds and the technical requirements related to materials, complex shapes, and contents, say the partners.
This new sleeve label is designed with future global requirements in mind regarding traceability, transparency, and circularity, including within the framework of the Digital Product Passport. The solution aims to ultimately enable item-level digital identification of the product, supporting regulatory compliance initiatives; anti-counterfeiting strategies; recyclability and circularity tracking projects; as well as future uses related to facilitating the purchasing act and product information.
The collaboration between Avery Dennison and Sleever was supported by innovation consultants AB Agency. Avery Dennison, contributed its design, testing and RFID inlay production capabilities at an international scale. While Sleever, structured the industrial integration of these technologies into solutions tailored to the specific requirements of beauty and makeup.
“The beauty industry is currently losing nearly $5 billion annually to supply chain inefficiencies and waste. That is a reality Brands can no longer afford. INVENTRA® offers the industry a solution by integrating RFID intelligence directly into the sleeve label—delivering 99% inventory accuracy without altering the product's aesthetic. It is a data-driven solution for a market that demands both beauty and responsibility, in a controlled and scalable way,” explains Maryna Grytsenko-Nénon, business development global, RFID beauty & personal care, Avery Dennison.
“We are particularly proud of this new product developed jointly with Avery Dennison. It is the shared result of expertise and market knowledge — especially in beauty — between two innovative players. This product opens new perspectives and brings new functionalities in terms of security, traceability, inventory management, self-check-out, and consumer experience, with all the recognized advantages of sleeve label technology,” added Philippe MOREL, sales & marketing director Europe, Sleever®
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ALL AT AIPIA/AWA SMART PACKAGING WORLD CONGRESS 2026
