Holographic labels provide couture security

Payne Security has enabled couture jewellery designer Rodrigo Otazu to deliver a means of identifying his products without compromising his brand image.

An ex-fashion model, Rodrigo Otazu’s move into jewellery has been embraced by a number of celebrities, including Britney Spears, who have worn his designs. The brand’s success has not gone unnoticed by counterfeiters, and when fake Otazu jewellery began to appear in non-authorized outlets such as market stalls and eBay, the company decided to find a way of authenticating genuine products.

The key criterion was to ensure that the solution complemented the aesthetics of the Otazu brand, and Payne Security worked closely with Otazu to choose an appropriate product from its toolbox of technologies. A holographic label was seen as an ideal choice as it is both easily authenticated by the customer and can contain a number of sophisticated security devices that are difficult for counterfeiters to replicate.

The 2D/3D holographic label features the distinctive 'With love from Otazu' and Otazu heart trademarks to enhance point-of-sale branding. Additional security features include microtext and a series of hidden images that require a specific decoder lens to view, as well as VOID release for tamper evidence and prevention of re-use. The holographic labels are integrated within the swing tags attached to the products.

The project, which marks Payne Security’s first move into providing brand protection for fashion products, demonstrates the dual advantage of a security solution. ‘Not only does an authentication device help to distinguish genuine jewellery from counterfeit products, but a well-chosen design can help to support and position the brand image,’ explained Simon Wildash, head of marketing at Payne Security.

He added that this is a particularly important factor for a fast-growing brand such as Otazu, which is looking to expand into new markets. ‘An integrated solution will enable consumers to associate the holographics labels with the Otazu name, giving them the confidence that they are buying genuine branded products.’