By Type: Case Study

Online Brand Protection Case Study: Counterfeit Medicinal Cream

     |     

Authentix Online Brand Protection busts Asia-wide counterfeit racket of counterfeit medicinal cream.

THE SITUATION

According to the Organization of Economic Cooperation and Development, the global counterfeit trade in pharmaceutical products is valued at over USD 4 billion. The harmful and often fatal effects of ingestible and injectable fake medicines, especially lifesaving medicines, dominates the media. While the most frequently counterfeited medicines typically comprise antibiotics, painkillers and anti-malarial drugs, significant health hazards may also be caused by counterfeits of nonessential medications, such as dermatological creams and lotions. As these products can usually be bought over the counter without a prescription, rogue manufacturers may find an opportunity to sell dubious lookalikes on online marketplaces at deeply discounted prices.

THE CHALLENGE

Our client asked Authentix to use online brand protection strategies to help alleviate counterfeiting risks with one of its most successful and recognizable products: a patented, clinically proven dermatological cream that can reduce and soften visible scarring. Our client’s product is instantly recognizable by its distinctive packaging design and logo, which counterfeiters attempt to imitate and deceive unsuspecting consumers. The increased global popularity of the product has attracted the interest of rogue traders attempting to sell counterfeits on various e-commerce platforms, especially in Asia.

THE SOLUTION

Authentix’s Online Brand Protection (OBP) solution encompassed an in-depth investigation of online marketplaces, a targeted test purchase plan from high-risk sellers, online and offline investigations, and takedown notices. Authentix OBP scanned over 500 popular e-commerce and social media platforms, focusing particular attention to those with a presence in China.

THE OUTCOME

Fake products seized during raids in China

Through a combination of automated, proprietary software and manual monitoring, Authentix OBP discovered and ultimately removed over 22,000 suspicious listings from over 8,000 sellers in a 12 month period, representing an estimated stock value of USD 12.8 million. Unlike many instances of counterfeiting where fake products tend to cost much less than the original products, the prices of several suspected counterfeits detected by Authentix OBP matched those of the brand owner’s retail price. Authentix OBP filed an estimated 2,000 monthly complaints and maintained a 97% success rate across platforms. Further, based on intelligence from Authentix OBP’s investigations, 35 successful raids were conducted in China, leading to the seizure of illicit product valued at over USD 950,000.

Authentix OBP also monitored and targeted grey market activity and within the same 12 month period, helped the client reduce not only counterfeit activity by 95%, but also reduce grey market activity by 65%. Conducting raids was a complex exercise and was preceded by hours of online investigation, evidence-gathering, and site visits. It was also important to work in conjunction with law enforcement and plan each raid with an element of surprise. For example, a raid in one Chinese Province, which yielded 380 fake products worth nearly USD 120,000, required close cooperation with Chinese authorities. Authentix OBP was able to investigate the rogue manufacturer identify the principals behind it, gain insights into their modus operandi. Authentix OBP relied on witness statements, chats on the popular Chinese social media app WeChat, and invoices and shipping documents.

Today, while attempts to counterfeit the client’s product have greatly decreased, the popularity and strong consumer demand for the product makes it essential for Authentix OBP to be vigilant and continue monitoring both online and physical marketplaces for suspected illicit activity.

ONLINE BRAND PROTECTION SOLUTIONS FOR YOUR INDUSTRY

If you’re curious how Authentix Online Brand Protection can help protect your brand from illicit online activity, schedule a consultation with our brand protection experts today. We combine cutting edge technological tools with expert analysis to protect your brand in online marketplaces with strategies unique to your industry.

Ready to protect your corporate brand from counterfeiters?

SCHEDULE A CONSULTATION

ABOUT

As the authority in authentication solutions, Authentix brings enhanced visibility and traceability to today’s complex global supply chains. For over 25 years, Authentix has provided our clients with physical and software-enabled solutions to detect, mitigate, and prevent counterfeiting and other illicit trading activity for currency, excise taxable goods, and branded consumer products. Through our proven client partnership model and sector expertise, we offer custom solution design, rapid implementation, consumer engagement, and complete program management to ensure product safety, protect revenue, and maintain consumer trust and loyalty for the best global brands on the market. Contact us today to learn more about online brand protection services or our complete brand protection solutions.

Download Case Study PDF Here

Fuel Authentication Case Study: Ghana

     |     

Authentix uses its advanced and innovative fuel authentication solution to help the nation of Ghana combat adulteration of its petroleum products and recover lost revenue.

THE CHALLENGE

With a population of almost 28 million, Ghana is one of the fastest growing nations in Africa. It has moderate fuel taxes compared to its neighbors and limited fuel subsidies. The government of Ghana discovered that the adulteration of petroleum products offered for sale at retail outlets was degrading the quality of the available supply, while depriving the nation of significant tax revenue. In fact, baseline testing demonstrated that 32% of fuel stations had at least one tank showing dilution. Government officials estimated that the tax losses incurred because of this adulteration was more than USD 10 M annually. Ghana was in urgent need of a solution to combat adulteration of its petroleum products and recover fiscal tax revenue that was sorely needed for economic development.

THE SOLUTION

Since 2013, Authentix has been providing the Ghana National Petroleum Authority (NPA) with a fuel authentication solution. The program’s objectives are reducing deterioration in the quality of petroleum products due to dilution and adulteration whilst ensuring the appropriate recovery of fiscal tax revenues from the sale of petroleum and diesel for passenger vehicles.

Full-taxed domestic fuels are marked with a field quantitative marker for screening and dilution detection, and a forensic marker for lab confirmation. Subsidized products are marked to detect adulteration in domestic fuel. The Authentix solution is comprised the following core components:

MARKERS & DEVICES

Authentix LSX field analyzer detects dilution of taxed road fuels at fuel stations. Authentix MSX analyzer provides quantitative, forensic results in a laboratory environment. MSX analyzers are also used to measure the concentration of the MSX fuel marker that is added to fuel at the depot with the LSX marker. MSX analyzers were placed in regional labs in the largest cities in five regions of Ghana.

SERVICES & SUPPORT

  • Marking operations (marker storage & reconciliation, logistics, hand-marking trucks, warehouse management, etc.)
  • Field testing/sampling implementation, training, auditing and maintenance
  • Laboratory implementation and maintenance
  • Program management and reporting

THE OUTCOME

With the adoption of the Authentix fuel authentication program in Ghana, there has been a marked improvement in the quality of the fuel supply of the country. Additional benefits include:

  • A 78% reduction in adulteration of sampled products
  • An increase of excise tax collection estimated to be almost USD 9 M annually
  • Improved environmental and public health benefits: In most cases, the adulterant used to dilute either gasoline or diesel affects the quality of the product resulting in vehicle engine failures and harmful environmental emissions
  • The program was originally planned to mark two billion liters. Today, over three billion liters of fuel is marked, with continued
    reduction in contraband and the preservation of authentic, marked fuel on the market.

The program designed and implemented by Authentix has established an international reputation as a best-in-class fuel authentication program because of its continuous improvement over time, consistent increases in recovered volumes and taxes of excisable and subsidized fuels, and the reduction in the number of samples and retail outlets showing signs of dilution or adulteration.

Download Case Study PDF Here

Case Study: Serbia

     |     

Authentix deploys a fuel authentication program to help Serbia recover millions in lost excise taxes

  • Government fuel excise revenues for 2014 were almost USD $161M higher than in 2013
  • Fuel excise tax collections increased by more than USD $23M in just one year

Challenge

The Republic of Serbia, a country of over seven million people, is located at the crossroads of central and southern Europe and is a transit point for many important commodities traveling from Europe to a wide variety of destinations. In 2009, Serbia’s economy was struggling and a decrease in fuel excise taxes was exacerbating the problem. Serbia’s government noticed that, while the number of fuel stations and the number of vehicle registrations were both increasing, the taxable sale of fuels used in cars was, at the same time, declining. This alerted officials that fuel fraud, intended to facilitate evasion of excise taxes, was an issue that needed to be addressed.

By 2013, 1,434,000 tons of diesel had been consumed in Serbia, while only 902,000 tons had been sold by oil companies through wholesale channels. This left a staggering 37 percent of volume unaccounted for— equating to a tax value of about USD 246,749,850.

The government of Serbia determined that this disparity could be explained by the practice of two illicit trade patterns:

  • Direct revenue losses: In this case, fuel to be transported is purposely under-measured by manipulation of measurement equipment and falsification of transport documentation. The unaccounted-for fuel is then diverted to the black market.
  • Indirect revenue losses caused by fuel being adulterated and sold at lower costs. This practice was harmful beyond the excise tax losses, as the introduction of adulterants degraded fuel quality—resulting in lower fuel efficiency, harm to the environment, and damage to vehicles and equipment

Solution

PILOT PROGRAM

Prior to the Serbian government  implementation of a national fuel authentication solution, a pilot program was initiated to test the suitability of the fuel marker provided by Authentix. The pilot program proved that the marker did not have any adverse effect on fuel properties, homogenized well with the fuel, and the detection technology was easy to use. Most importantly, it demonstrated that the marker made it possible to detect unmarked (i.e., illegal) fuel, and the marked fuel was effectively quantified in the field.

PROGRAM ROLLOUT

As the actual program rolled out, regular sampling and testing begun. This included both field testing at petrol stations, internal stations, depots, and refineries, to indicate the presence of illicit fuel; and laboratory testing to confirm the field results.

MARKERS & DEVICES

The Authentix marker chosen for the program is constructed of the same molecular components as the fuel—making it virtually impossible to separate from the fuel once it has been marked and enabling a level of testing that supports successful criminal prosecution. The marking of both petrol and diesel is done manually at the bulk tank level at eight locations, at the auto truck level at four locations, and at the rail truck level at four locations.

The marking of LPG is done manually at 15 locations. Rapid fuel testing at retail outlets and other bulk storage locations uses Authentix’s LSX and LPX technology, which allows inspectors to quickly screen all retail fuel stations and immediately determine whether the retail fuel has been diluted.

Government officials may then choose to act based on the results from Authentix LSX 2000 and LPX1000 devices (specifically in cases of repeated failed tests over a period), and/or send samples for laboratory testing with our MSX1000 and HPLC devices.

Outcome

In just the first five months of the fuel authentication program, nearly 1 billion liters of fuel were marked, and the Serbian government began to see significant evidence that the program was working— even before enforcement started. Sales volume increased 18% for diesel, 14% for gasoline. And excise revenues increased by over USD $39M when compared to the same period the year before.

  • Fuel excise tax collections in February-March 2014 increased by more than USD $23M over the same period in 2013
  • It was reported on national television that government fuel excise revenues for 2014 were almost USD $161M higher than the year before
  • The number of failed samples at retail outlets has decreased steadily and is now 75% lower than at the start of the fuel marking program.
  • Volumes of marked fuel have increased by about seven percent, resulting in significantly increased inflows from paid excises to Serbian government coffer
  • From 2013 to 2018, the inflow of funds from the collection of excise taxes on petrol and diesel into the Serbian budget increased by about USD $232M
  • From 2013 to 2016, consumption of diesel fuels increased by 30%

Download Case Study PDF Here

Fuel Authentication Case Study: Middle East

     |     

Authentix uses its fuel authentication solution to uncover pervasive product smuggling and reduce smuggling losses by 80%.

THE CHALLENGE

The sole provider of petroleum products in its country, this Middle Eastern national oil company, one of the largest in the world, also manages the distribution of these products to major and remote bulk plants via pipeline networks, trucks, and marine shipments.

Through their internal monitoring process, the company suspected that some domestic use subsidized products transported to and from the company’s refineries and bulk storage plants by third-party-operated trucks were being diverted and sold to unauthorized entities to be used as feedstock or was being smuggled. In addition, it was alleged that:

  • Product was being tampered or mixed with other products to alter and degrade specification for exporting purposes at higher profit margins
  • Product that was sold to customers for their own use was being diverted and resold to unauthorized dealers
  • Different products were illegally blended (low price low quality fuel/products) and sold for higher product prices
  • Products were being stolen during delivery process in the supply-chain
  • The average yearly revenue losses to smuggling and product diversion was in the hundreds of millions of U.S. dollars.

THE SOLUTION

Since 2014, Authentix has been providing an advanced fuel authentication program to the national oil company. The program marks subsidized diesel fuel at multiple locations, in order to detect the smuggling and product diversion as industrial feedstock of the refined product, or its distilled extracts smuggled out of the country through border crossings. The major components of the program consisted of the following:

MARKERS & DEVICES
The amount of fuel to be marked requires large-volume production of the markers. This was readily achieved early into the program and the marker concentrate is now securely blended in country. The fuel marker is added to the diesel fuel at seven locations (refineries and a bulk tank farm). Auto-injectors are used to simplify the process.

Authentix MSX 2000 analyzer utilizes gas chromatography-mass spectrometry (GC-MS), which Authentix considers to be the ideal analytical technique for the unambiguous identification and quantification of markers in unknown petroleum samples. All diesel samples are analyzed directly via GC-MS. Four large independent labs are equipped by Authentix to conduct tests. Fuel specification testing is conducted using proprietary Authentix methods and established ASTM methodology are used.

SUPPORT & SERVICES
Fully-integrated lab testing system with over 15 MSX 2000 analyzers, a laboratory information management system (LIMS) to manage the lab workflow and web based management reporting dashboards were built and installed providing near real-time reports. Samples are taken at all borders, ports and suspected industrial sites and sent for testing and analysis at the 4- independent labs. Additionally, quality control tests are conducted on marked diesel at all marking sites to maintain correct marker dosing rates.

THE OUTCOME

Once deployed in the field, the Authentix solution proved to be highly effective in detecting and measuring marked diesel. The authentication program revealed the losses to be far greater than originally conceived. Through limited enforcement efforts and ongoing monitoring, the oil company was able to significantly curb smuggling at the country’s border, with the estimated savings of over $1 million per day. This represents a program return on investment of over 10X. Additional positive results include:

  • A substantial reduction in smuggling in the border area, due to 14 smuggling-implicated plants being closed by the nation’s government
  • Several hundred million U.S. dollars in subsidies are saved every year
  • A reduction in diesel demand with the reduction in smuggling and product diversion
  • Revocation of the export permits of the companies involved in illicit activity

The sampling component of the program has also demonstrated great success. Over the course of the program, the number of samples that fail testing has decreased, as well as the volume of suspect samples. In fact, at this point, less than five percent of samples fail. The losses, measured in U.S. dollars, are now less than 20 percent of what they were before the fuel marking program was originally put in place. Based on the demonstrated success of the Authentix fuel authentication program, the oil company extended the program beyond the initial contract period and it is now a nationwide program which is extended every year due to the benefits realized.

Download Case Study PDF Here

Fuel Authentication Case Study: West Africa

     |     

Authentix solution uses authentication technology and transfer of knowledge to build a reliable, best-in-class program for a developing country.

THE CHALLENGE

A West African country was experiencing a significant deterioration in the quality of its petroleum products due to adulteration. Consumer confidence in the fuel supply was rapidly diminishing as adulterated fuel damaged vehicle engines resulting in a flood of consumer complaints. In most cases, the adulterant used to dilute the fuel can result in the release of harmful emissions to the detriment of the environment and public health. Before the implementation of a fuel authentication program, the recorded level of fuel adulteration was 32%. Illicit trade also impacted the appropriate recovery of fiscal tax revenues and government subsidies from the sale of petroleum and diesel for passenger vehicles. A country’s excise tax on petroleum products is diminished when fuels are diluted with products subject to a lower tax rate. National subsidies are negatively impacted when subsidized fuels are smuggled to countries where prices are higher.

In 2012, in response to this crisis, a government agency was created to ensure the efficiency and profitability of the local petroleum industry, ultimately working to safeguard the quality of petroleum products placed on the local market. The agency’s goal was to halt the adulteration of petroleum products and ensure that subsidized products were reaching the intended consumers. An official fuel authentication scheme was enacted by the government agency to achieve these goals. The scheme was introduced in 2013 and awarded to Authentix as prime contractor, a leading global authentication program and information services company.

THE SOLUTION

Authentix works with governments to ensure authentic products are sold in-country to benefit law abiding citizens – not criminals. Fuel marking solutions enable governments to collect more excise taxes without raising taxes for the benefit of citizens and legitimate industries. By delivering technology and partnership strategies, the Authentix fuel authentication program is financed and operated by Authentix with a program of knowledge and skill transfer so governments can independently operate their own fuel authentication initiatives. The Authentix end-to-end solution uses chemical markers built to withstand adulteration and illicit filtering methods, the AXIS Information System, an integrated set of software applications, and in-house services and support (advisory, design, implementation and operational) to customize security solutions for its customers. Authentix, as prime contractor, designed, financed, built, and managed the operations together with the customer of the entire program before transferring it to a local partner after several years.

As this program was the first in the country, Authentix designed the program based on the national mid and downstream fuel distribution networks and implemented the infrastructure and operations to maximize the efficiency and minimize interference with the local operators. Initially, fuel marking was rolled out to ten fuel depots. The program was expanded to all 13 national depots with additional sites coming online as they become operational. Authentix trained the government customer for field testing which was initially conducted to set the baseline for fuel adulteration occurring and subsequent subsidy and revenue recovery calculations.

Markers and Devices – A machine-readable marker was added to the fuel supply at test retail stations (and later to the national supply at fuel depots) where unannounced checks could be conducted. A layered testing approach used the LSX 2000 field portable analyzer to screen samples. Failures were retested and, if failed a second time, were sent to a local lab for forensic testing. This layered solution provides scalability at a low total cost with enforceable results for legal prosecution.

AXIS Information System – Expansion of the program required more efficient ways to operate the program daily. Authentix deployed the Marking Operations Management System (MOMS)  module of the AXIS Information System when it was determined that manual completion of truck marking orders and certificates wouldn’t meet the needs of fuel depot personnel. The digital database eliminates the need to manually input data from forms, a tedious process subject to error. Legible printed orders and certificates resulted in a higher professional standard of  documentation. Data from the depots is compiled and sent to the government agency for analysis and official record keeping.

Services and Support – Under the guidance of the government agency, the fuel authentication program has followed a process of continual improvement and stakeholder engagement, including changing elements of the program, adapting to the actual conditions of the fuel supply chain and the agency’s desire for a greater role in daily operations. Authentix supported this process
by providing training and guidance to transition to government agency-led management and implementing significant improvements to the analyzers, chemometric testing methods and depot operations.

THE OUTCOME

The Authentix fuel authentication program successfully identified product adulteration, earning back consumer confidence, recouping lost tax revenue and creating a significant number of highly skilled jobs for local people. The increase in tax revenue assisted government investment in critical infrastructure projects including roads, health posts, and schools. Over time, the Authentix build-operate-transfer fuel authentication model moved the operational workload of the program to the government agency. This approach supported the agency’s goal of independently operating its own fuel authentication program. Authentix as prime contractor delivered the following measurable successes from 2013 to 2017 have included:

  • A steady decrease in adulterated samples from 15-19% in 2013 leveling off to 3-5% in 2017.
  • A year-over-year reduction (196 million liters in 2013 to 95 million liters in 2017) of legitimate non-taxed product in the supply chain.
  • An increase in consumer confidence as evidenced by a reduction in consumer complaints in an annual customer satisfaction survey.
  • Generation of more than USD 200 M in additional excise revenue retention and subsidy recovery.
  • A 50% increase in the number of retail outlets tested and year-on-year increases in testing frequency. This in combination with actively sanctioning those found with adulterated fuels, has resulted in a strong deterrent effect.
  • Increase in the programs reach by deploying higher numbers of analyzers in the field and labs. This has driven the creation of local maintenance and auditor jobs.

Download Case Study PDF Here

Beautiful and Secure Packaging

     |     

Protect Your Customer. Protect Your Brand.

 

 

For the brand manager, packaging designer or packaging engineer, there are many factors to consider when designing new artwork, graphics and security for product packaging. Incorporating higher security features into product packaging for brand protection is becoming more of a priority for many companies because of the ongoing threat of counterfeiting.

However, it is challenging to mix effective brand protection, great branding and regulatory needs into one design.

This article offers insights on how to navigate these challenges while maintaining the packaging appearance.

Download the Article

Download the Article







* These fields are required.

Major US Fuel Marketer Protects its Brand Promise and Revenue Stream

     |     

Fuel authentication solution by Authentix used to combat commingling achieves a seven percent decrease in failure rate for a major US fuel marketer. 

THE CHALLENGE

In the early 2000s, our customer, a major Fortune 20 fuel marketer, acquired the retail operations of another large fuel marketer. This purchase increased our customer’s retail operations footprint substantially. The acquisition added new complexities to the fuel marketer’s supply chain, including:

    • Adding over 10,000 stations to the retail network
    • Consolidating two branded additives to one third-party additive package
    • Using more than 100 unmonitored, third-party fuel terminals
    • Continued divestiture of company-owned stations to franchise ownership

    THE NEED

    Consequently, the company became concerned about the integrity of their combined gasoline supply chain, the possibility of commingling, and of fuel terminals running out of gasoline.

    The fuel marketer required that any fuel marker selected to combat commingling meet all U.S. E.P.A. standards, as well as more rigorous California E.P.A. Air Resource Board (CARB) standards. This required a marker chemistry that would not harm the environment or cause adverse health effects through combustion and evaporative emissions.

    Able to meet all requirements, Authentix has been the fuel authentication solutions partner since 2002 for this company, which today involves nearly 15,000 branded sites in the United States.

    THE SOLUTION

    The Authentix fuel authentication solution developed for this large fuel marketer is an advanced solution that includes a fuel marking system consisting of physical markers added to fuel; information systems including proprietary software, data collection, and reporting; and services including:

    • Lab testing and sample analysis
    • Program management and sampling oversight
    • Results analysis and reporting
    • Sample collection in the field

    The Authentix solution uses a mass differentiated molecular marker with gas chromatography-mass spectrometry (GC-MS) analyzers, considered to be the gold standard for forensic analysis. At the additive facility, the marker is added to the customer’s additive package. It is then shipped to over 100 terminal facilities across the country, where it is injected into the base fuel according to prescribed treat rates.

    Samples from approximately 400 retail stations are delivered to the Authentix Analytical Laboratory for analysis. Using three Agilent GC-MS analyzers, a sample analysis is conducted for the customer’s fuel and additive.

    THE OUTCOME

    Since developing and implementing the fuel authentication program in 2002, Authentix has marked more than 200 billion gallons of gasoline to all 50 states with outstanding results:

    • Decrease of seven percent in failure rate directly attributed to a reduction in the commingling of non-branded gasoline with branded product
    • Greater integrity within the complex fuel supply chain
    • Increase in consumer brand confidence and competitive advantage across the U.S.

    Download Case Study PDF Here

Case Study: Brand Protection in Pharmaceutical

     |     

Counterfeiters threaten $1 billion pipeline of medicine

Counterfeit copies of a major pharmaceutical brand were discovered in the US market with no security measures in place to allow patients or inspectors to easily identify counterfeit goods. How did they react?

As a brand owner, can you relate to the challenge of quickly authenticating product before a dangerous situation impacts your customers? That’s what one brand owner faced when counterfeit copies of a major pharmaceutical brand were discovered in the U.S. market.

Read this case study to learn more about how one company reacted when there were no security measures in place to allow patients, healthcare professionals and law enforcement agencies to readily distinguish authentic from counterfeit medicines. With quick thinking and the right Authentix solutions in place, both patient welfare and the manufacturer’s reputation were protected.

Download the Case Study







* These fields are required.

Pharmaceutical Case Study

     |     

Counterfeiters threaten $1 billion pipeline of medicine.

You are your company’s brand protection manager. Counterfeit copies of one of your major pharmaceutical brands turn up in the U.S. market. You have no security measures in place to allow patients or inspectors to tell the real stuff from the fake. Consequently, $1 billion worth of your product, already in the distribution pipeline, can’t be sold—at least not until you come up with some method of allowing patients and retailers to verify that your medicine is actually authentic.

Patient safety, your company’s hard-earned reputation not to mention $1 billion in sales are all under severe threat. Time to send out a SOS.

This is exactly the situation one of our customers found themselves in. And when they came to us for help, Authentix answered the call. Our customer desperately needed a way to instantly authenticate medicines in the field. No problem, we said.

We immediately jumped into action. The customer’s product was repackaged to include a variety of authentication features that could be identified by patients and inspectors, both in the field and in the laboratory. These included:

  • Overt, color-shifting inks can be readily distinguished by patients.
  • Covert, machine-readable inks can be detected in the field by inspection staff with appropriate readers.
  • Forensic markers can only be detected under laboratory analysis.
A happy ending

The Authentix solution to our customer’s counterfeiting problem provided a secure means of instantly identifying authentic from counterfeit medicines. The benefits were immediate and significant:

  • $1 billion worth of product frozen within the supply chain was released for sale
  • The expense of a full product recall was averted
  • The customer was able to mitigate the risk of potential lawsuits
  • And, our customer’s brand protection manager instantly became the organization’s authentication “superhero.”

Most importantly, confidence in the brand was restored among physicians, pharmacists and patients.

Every superhero needs a partner.

What would Batman be without Robin? The Green Hornet without Kato? Not much, if you ask us. If you want to be your company’s authentication superhero, contact us today. In true superhero style, Authentix is the partner with the innovative solution to boost your authentication powers!

Download PDF Here

Case Study: Fast-Moving Consumer Goods

     |     

Brand protection solution to eliminate the diversion of products from legitimate distribution channels

The Challenge

A large, global hair care manufacturer produces category-leading brands with high consumer loyalty and demand. Their products are marketed through exclusive, professional beauty care channels via a complex supply chain with diverse manufacturing systems and multiple distribution outlets.

All of these elements make their products high-value targets for counterfeiters, organized theft rings, and gray market wholesalers. In fact, the manufacturer found they were being negatively impacted by diversion of its products from legitimate distribution channels into gray or retail markets. This situation was creating dissatisfied customers and weakening their market promotional efforts.

The Need

Clearly, the manufacturer needed an anti-diversion authentication solution that would help them maintain brand equity. It was imperative that the solution include the ability to authenticate product and verify its “product genealogy” throughout its life cycle. They also needed the ability to track product throughout their entire supply chain and make sure the right product was always delivered to the right location.

The Solution

The global hair care manufacturer turned to Authentix to implement an authentication solution of serialization and a track-and-trace system that identified product diversion in the brand’s distribution channels. The Authentix solution utilized multiple covert authentication features that allow item-level serialization, full product trace-ability from manufacturing to retail, as well as provisions to track repackaged products. In addition, the track-and-trace system was seamlessly integrated into manufacturing process controls for all of the manufacturer’s 13 production lines.

Itemized serialization was accomplished for over 165 million products, enabling full trace-ability from manufacturing to retail.

The Outcome

      • Successfully identified channel leaks within a complex distribution chain of over 2,500 channel partners and 15 distributors
      • Over 300 million units have been marked since the Authentix solution was implemented
      • 47 percent reduction in product diversion
      • Consequently, product sales increased by $77 million

Contact us if your company is struggling with lost revenue due to illicit activity throughout your supply chain.

Download PDF Here

Back To Top