Mark Lusky09.02.20
From counterfeit products to undisclosed and unsubstantiated COVID-related claims, manufacturers increasingly are being called to task about product safety and authenticity.
Earlier this year, I wrote about the importance of product manufacturers doubling down to make sure their labels contained accurate information featured prominently. COVID-19 obviously has fueled concerns about such issues like what constitutes a safe virus-killing disinfectant or sanitizer, and what does not.
While manufacturers need to do their part to clarify and comfort consumers, it’s also time for some tough love. Consumers increasingly must take responsibility to verify claims and authenticity of their products before using them. Manufacturers need to fully disclose and educate consumers to help drive full understanding.
One prominent example is Clorox. Back in June, USA Today called out Clorox Splash-Less bleach: “Fact check: It’s true, Clorox Splash-Less bleach does not disinfect surfaces…a critical difference between Clorox’s regular bleach formula and its splashless solution has gone long unnoticed by the general public… it does not disinfect but only ‘whitens, brightens and deodorizes surfaces and clothes.’… reviews go as far as to accuse Clorox of deceptive advertising for not clearly labeling its splashless solution as one that does not disinfect.”
The article continues, “In recent months, consumer and independent blogs have raised concerns over the ‘mislabeled’ formula as having the same effects as Clorox’s regular bleach. Clorox has challenged these claims, asserting the company clarifies in the bottle’s description – located on the back – that the product is ‘not for sanitation or disinfection.’ Further, if the disinfecting tab is selected on the company website’s products section, the Splash-Less Bleach Formula will disappear from the selection panel…According to reviews, confusion between the products by consumers becomes more common amid the coronavirus pandemic. Customers have claimed the ‘very similar’ designs have led to repeated purchases of the wrong formula…”
Clorox and other product manufacturers need to encourage and educate consumers to check out their products thoroughly – in addition to providing full disclosure in a prominent way. This is part of a critical process to make consumers understand they have a level of responsibility for protecting their health.
Here are a few ways manufacturers can use labels to help educate consumers about ways to safeguard themselves:
1. Offer track-and-trace and/or Augmented Reality technologies. These enable consumers to verify authenticity of the individual product they have purchased via simple smartphone apps. In the case of track-and-trace, consumers download the app, which enables them to scan a small digital ID on their container that will prove it’s real – or uncover that it’s counterfeit. This is a reliable way to eliminate counterfeits potentially containing any number of dangerous ingredients.
Augmented Reality offers ways for consumers to get engaged and entertained about products via a variety of presentations that “come alive.” Everything from unfolding storybooks to animation pop ups. All a viewer has to do is download a smartphone app and point at the product label. It’s exciting, can impart much critical information quickly, and can get etched indelibly in the viewer’s mind – all ultimately critical to staying safe and healthy.
Once a manufacturer offers either or both of these technologies, a major campaign blitz to promote easy access can plant its importance firmly in consumers’ minds. Where feasible, product labels can announce availability and offer a call to action to check it out.
2. Print extended content labels. Becoming increasingly popular, extended content labels enable providing more information directly on the label. In the case of educating consumers about safety and health issues, this extra space can provide an excellent forum. To further emphasize the importance of this information, manufacturers can include such strong verbiage as “Read this first,” “You need to know,” or even, “Buyer, beware!”
3. Reinforce legitimacy in a time of crisis. “Buyer, beware!” could in fact be just the right verbiage for a well-known and respected hand sanitizer manufacturer to use, in light of the methanol-tainted sanitizer crisis. This is the perfect platform to: a) legitimize the manufacturer carrying the label by documenting ingredients, explaining processes and offering any helpful supporting information from regulatory agencies; b) reinforce the importance of thoroughly checking out lesser-known competitors before buying.
If a consumer is perusing a variety of hand sanitizers online, reviews a strong statement of legitimacy from one, and then goes back to compare with competitors offering little information, who do you think will get the nod? While that may not have been the case prior to the methanol crisis, it certainly is now.
As with everything else, consumers want to do business with companies they like, trust and respect. Companies going the extra mile will reap extra rewards.
Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.
Earlier this year, I wrote about the importance of product manufacturers doubling down to make sure their labels contained accurate information featured prominently. COVID-19 obviously has fueled concerns about such issues like what constitutes a safe virus-killing disinfectant or sanitizer, and what does not.
While manufacturers need to do their part to clarify and comfort consumers, it’s also time for some tough love. Consumers increasingly must take responsibility to verify claims and authenticity of their products before using them. Manufacturers need to fully disclose and educate consumers to help drive full understanding.
One prominent example is Clorox. Back in June, USA Today called out Clorox Splash-Less bleach: “Fact check: It’s true, Clorox Splash-Less bleach does not disinfect surfaces…a critical difference between Clorox’s regular bleach formula and its splashless solution has gone long unnoticed by the general public… it does not disinfect but only ‘whitens, brightens and deodorizes surfaces and clothes.’… reviews go as far as to accuse Clorox of deceptive advertising for not clearly labeling its splashless solution as one that does not disinfect.”
The article continues, “In recent months, consumer and independent blogs have raised concerns over the ‘mislabeled’ formula as having the same effects as Clorox’s regular bleach. Clorox has challenged these claims, asserting the company clarifies in the bottle’s description – located on the back – that the product is ‘not for sanitation or disinfection.’ Further, if the disinfecting tab is selected on the company website’s products section, the Splash-Less Bleach Formula will disappear from the selection panel…According to reviews, confusion between the products by consumers becomes more common amid the coronavirus pandemic. Customers have claimed the ‘very similar’ designs have led to repeated purchases of the wrong formula…”
Clorox and other product manufacturers need to encourage and educate consumers to check out their products thoroughly – in addition to providing full disclosure in a prominent way. This is part of a critical process to make consumers understand they have a level of responsibility for protecting their health.
Here are a few ways manufacturers can use labels to help educate consumers about ways to safeguard themselves:
1. Offer track-and-trace and/or Augmented Reality technologies. These enable consumers to verify authenticity of the individual product they have purchased via simple smartphone apps. In the case of track-and-trace, consumers download the app, which enables them to scan a small digital ID on their container that will prove it’s real – or uncover that it’s counterfeit. This is a reliable way to eliminate counterfeits potentially containing any number of dangerous ingredients.
Augmented Reality offers ways for consumers to get engaged and entertained about products via a variety of presentations that “come alive.” Everything from unfolding storybooks to animation pop ups. All a viewer has to do is download a smartphone app and point at the product label. It’s exciting, can impart much critical information quickly, and can get etched indelibly in the viewer’s mind – all ultimately critical to staying safe and healthy.
Once a manufacturer offers either or both of these technologies, a major campaign blitz to promote easy access can plant its importance firmly in consumers’ minds. Where feasible, product labels can announce availability and offer a call to action to check it out.
2. Print extended content labels. Becoming increasingly popular, extended content labels enable providing more information directly on the label. In the case of educating consumers about safety and health issues, this extra space can provide an excellent forum. To further emphasize the importance of this information, manufacturers can include such strong verbiage as “Read this first,” “You need to know,” or even, “Buyer, beware!”
3. Reinforce legitimacy in a time of crisis. “Buyer, beware!” could in fact be just the right verbiage for a well-known and respected hand sanitizer manufacturer to use, in light of the methanol-tainted sanitizer crisis. This is the perfect platform to: a) legitimize the manufacturer carrying the label by documenting ingredients, explaining processes and offering any helpful supporting information from regulatory agencies; b) reinforce the importance of thoroughly checking out lesser-known competitors before buying.
If a consumer is perusing a variety of hand sanitizers online, reviews a strong statement of legitimacy from one, and then goes back to compare with competitors offering little information, who do you think will get the nod? While that may not have been the case prior to the methanol crisis, it certainly is now.
As with everything else, consumers want to do business with companies they like, trust and respect. Companies going the extra mile will reap extra rewards.
Mark Lusky is a marketing communications professional who has worked with Lightning Labels, an all-digital custom label printer in Denver, CO, USA, since 2008. Find Lightning Labels on Facebook for special offers and label printing news.
