SUPPLY CHAIN 25
international safety requirements. In the short term, purchase samples of your own products from online marketplaces such as Amazon, Rakuten, Wish or Alibaba and conduct spot checks. If you find one fake, there are likely to be others.
Steps to take if you find a fake Prevention is better than cure, but unfortunately counterfeiters have a long track record of success in the personal care and cosmetics industries. If online screening and randomised authenticity checks do reveal fakes for sale online or mixed in with your legitimate stock, tell the truth. Inform both consumers and distributors and explain honestly how you will rectify the situation. If you believe faulty products have
already been sold, you may need to use your recall procedures. Such measures are particularly important in this sector. Whether it is a mascara that causes itching, or a hand sanitiser that does not meet the alcohol content required to be effective, such products are dangerous to consumers and, in the latter case, will be unforgivable under current circumstances. With plans in place, the appearance of counterfeits in your brand’s supply chains can be managed professionally, limiting the risk of permanent damage to your reputation and,
most importantly, to consumers’ health. The outbreak of the COVID-19
pandemic has seen a sea change in the operations of the retail sector that was unimaginable twelve months ago. The personal care and cosmetics industries have shared the devastating impact of high street closures and physical distancing restrictions. However, they have also been granted some relief by a boost in online
sales. It is too soon to say whether the move away from makeup and upsurge in natural skin care will last long after the last lockdown, but the rise in e-commerce looks likely to stay. By developing a comprehensive brand protection strategy, cosmetics brands can safeguard their supplies, reputations and consumers against counterfeits and develop a thick skin against future crises.
PC
November 2020
PERSONAL CARE EUROPE
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