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If you have already started your cosmetics brand, you may already be familiar with GS1 US®. If you've just started your journey or need barcodes for cosmetics to expand into new markets, congratulations! GS1 US and GS1 Standards are here to support your business, no matter its current size. GS1 Barcodes are the preferred choice by most marketplaces like Amazon and Google.
The most common thing you’ll need is a barcode, also known as a UPC. A Global Trade Item Number® (GTIN®) is a unique number included with a barcode and is assigned to a product at the variant level. This means each color of an item like an eyeshadow or each container size of a particular mascara would have its own GTIN.
GTIN vs. SKU
Unlike a stock keeping unit (SKU), which is an internal number used by a specific store for inventory, a GTIN is a globally unique identifier associated with a specific company and can be verified and accepted by third parties and consumers. The GTIN is the foundation for a standardized global framework that helps partners in the supply chain quickly identify and track products. Once a product has a GTIN, it can be seamlessly integrated into various systems and processes, forming the basis for further applications like inventory management, sales tracking, and more.
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What Barcode Should You Use for Your Cosmetics?
While the UPC-A barcode is the most-used barcode in North America, the UPC-E, a variation of the UPC-A, is commonly found on small cosmetic packages: lipsticks, concealers, mascara, etc. The UPC-E barcode contains just six digits instead of 12. This smaller barcode is perfect for smaller packaging when space is limited.
Future updates to the barcode include the introduction of 2D barcodes commonly known as QR codes. 2D barcodes will provide shoppers with access to dynamic product information pre- and post-purchase, including tutorial videos, influencer content, or certifications that are important to your ideal customer (e.g., Cruelty-Free or USDA Organic).
Why Do You Need a Barcode for Cosmetics?
When setting up a product listing online, use the GS1 US-provided GTIN (Learn More About GTINs) to uniquely identify the product. Online marketplaces like Amazon and Google and retail stores recommend getting a barcode directly from GS1 US. They use the GS1® database to verify the authenticity of your cosmetic products.
GTINs establish your brand as trusted and legitimate. If the information you provide to the retailer does not match, you may be forced to go through the expensive process of repackaging your products. In a worst-case scenario, your account may be suspended.
The Key to Expanding Brand & Product Availability
If you are looking to expand your products' reach into physical locations like big box stores and even small specialty shops that use a point-of-sale (POS) system for inventory management, a barcode is a necessity. Without a barcode, some businesses, dependent on their size, may outright refuse to work with your brand. The barcode is a necessity to properly manage inventory; it helps to forecast sales, provides data on when to order more products, and identifies the location of the products in the supply chain.
Product Recalls & Brand Protection
Barcodes also offer a level of protection to everyone in the supply chain, including the manufacturer, brand, retailer, and customer. When items require product recalls to protect public safety, they can be traced with the barcode to isolate a potentially hazardous production. Properly conducting recalls helps to keep good products from being destroyed and hazardous ones from hurting the public. Imagine what a product containing lead could do to your brand. A proper recall helps to save partners and brands from losing revenue due to legal fees and protects brand reputation
Get Your UPC Barcodes from GS1 US
You can license GTINs in two different ways. First, licensing a GS1 Company Prefix is based on capacity and allows you to generate bundles of barcodes for cosmetic products, from 10 to 100,000 GTINs for product identification. Most beauty brands will likely select this option, as their product lines often depend on a variety of colors, packaging types, and seasonal assortments. Each differentiator will require its own individual GTIN. If you are just launching your brand and have limited product lines to be sold in store or online, GS1 US also has an option to license a single GTIN.
Use a GS1 Trusted Solution Partner for Your Labels and Printing
As you grow, you may find a need to better understand the supply chain process to take your brand to the next level, but you don’t have to do it alone. GS1 US has a network of Solution Partners who offer a range of services, hardware, software, business intelligence, and database applications. Creating packaging, managing barcode labeling, transitioning to 2D cosmetic barcodes, and more can be made easier by working with GS1 US Solution Partners.