1. News Release
Avery Dennison’s DirectLink™ Label Technology Provides
Innovative Launch Platform for Mineral Fusion Cosmetics
NFC-enabled labels on POS displays spark consumer engagement
MENTOR, OH (August XX, 2015) – Avery Dennison, a global leader in labeling and
packaging materials, worked closely with Mineral Fusion, to introduce its newest line of
cosmetics using DirectLink™ near field communication (NFC) technology to provide
product information to consumers in a compelling, interactive way.
Mineral Fusion introduced its 2015 Cosmetic Collection by incorporating Avery
Dennison’s DirectLink labels into its point-of-service (POS) displays. With the swipe of a
smartphone, consumers can engage with the POS displays to load dynamic video
content about the products.
“As the leading natural cosmetic company, it’s important for us to maintain our
leadership position by advancing technologically — not just through our products, but
through the way we engage consumers with our products,” says Tim Schaeffer, senior
vice president of marketing at Mineral Fusion. “We’re always looking for innovative ways
to deepen our connection with consumers and educate them about our cosmetics. It’s
highly difficult for us to engage at the store level, so DirectLink technology helps bridge
that gap.”
“Fast-moving consumer goods companies like Mineral Fusion want to get closer to their
customer,” said Timothy Bohlke, Avery Dennison North America Fast Moving Consumer
Goods (FMCG) segment manager. "Our vision at Avery Dennison is to provide
advanced tools that allow them to make that connection. DirectLink NFC technology
allows companies to engage through the phone. They don’t have to download an app or
type in a brand name.”
Avery Dennison’s DirectLink labels incorporate NFC technology to wirelessly
communicate with nearby smartphones through near field communication (NFC) chips.
By tapping an Android smartphone over the labels, consumers can instantly access
exclusive content about a specific product or brand.
Mineral Fusion installed the labels on POS displays in Whole Foods Market stores and
other natural grocery chains across the country. The DirectLink labels connect shoppers
to a behind-the-scenes video introducing the new line of cosmetics backstage at last

2. month’s inaugural Whole Planet Fashion Show, a fundraiser of the Whole Planet
Foundation established by Whole Foods Market.
The video goes on to explain the ingredients and benefits of the new cosmetics, with
tips on how to use the products to achieve runway-inspired looks.
Avery Dennison’s easy-to-use interactive labels have already boosted Mineral Fusion’s
consumer engagement to unprecedented levels. Company officials are also able to
measure video views and other consumer insights that are not available with traditional
printed displays and brochures.
About Avery Dennison
Avery Dennison (NYSE:AVY) is a global leader in labeling and packaging materials and solutions. The
company’s applications and technologies are an integral part of products used in every major market and
industry. With operations in more than 50 countries and more than 25,000 employees worldwide, Avery
Dennison serves customers with insights and innovations that help make brands more inspiring and the
world more intelligent. Headquartered in Glendale, California, the company reported sales of $6.3 billion
in 2014. Learn more at www.averydennison.com.
©2015 Avery Dennison Corporation. All rights reserved. Avery Dennison, Fasson and all other Avery
Dennison brands, product names, codes and service program terms are trademarks of Avery Dennison
Corporation. All other brands and product names are trademarks of their respective owners.
For more information:
Avery Dennison Corporate Contact
Mark Bouffard
T: +1 440 534 4846
mark.bouffard@averydennison.com
Editor’s Note: Expert interviews, product samples and photography are available
upon request.