Sleever and Avery Dennison lay the foundations for tomorrow’s smart sleeve label

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 Avery Dennison have announced the launch of Inventra – an intelligent product that integrates RFID technology into the shrink sleeve label, designed to support the sector’s future transformations.

Inventra reflects a shared conviction between the two partners: packaging is set to become a strategic vector for data, traceability, and performance, without ever compromising the aesthetic or industrial standards of brands.

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, place brands and retailers before 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.

RFID technology, already widely adopted in other retail categories (such as apparel), 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.

Unlike solutions added on the surface, Inventra is based on integrating RFID technology at the very heart of the sleeve label.This technological choice 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 the technology: decoration, information, and traceability. Leveraging its industrial expertise, Inventra is compatible with production line speeds and with the technical requirements related to materials, complex shapes, and contents.

Inventra 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 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,’ said 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 checkout, and consumer experience, with all the recognized advantages of sleeve label technology,’ said Philippe Morel, sales & marketing director Europe, Sleever.

Inventra is intended to evolve in close collaboration with brands and retailers. In a context where some major international retail players are beginning to shift their requirements toward increased item level identification, the two companies anticipate a structural movement with the potential to transform industry practices in the long term.