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® (NYSE: AVY) announce the launch of INVENTRA® — an intelligent product that integrates RFID technology into the shrink sleeve label, designed to support the sector’s future transformations.
Unveiled as a preview at Paris Packaging Week, 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.
Anticipating the needs of a transforming retail landscape
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.
The sleeve label: a natural entry point for intelligent packaging
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,
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.
A long-term vision aligned with regulatory developments
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.
A structuring collaboration for the industry
The collaboration between Avery Dennison and Sleever was supported by AB Agency, a consulting firm specializing in strategic business development and innovation
Avery Dennison®, a global materials science and digital identification solutions company, contributes its design, testing and RFID inlay production capabilities at an international scale.
Sleever®, a reference player in sleeve labeling, structures the industrial integration of these technologies into solutions tailored to the specific requirements of beauty and makeup.
“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.”
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-check-out, and consumer experience, with all the recognized advantages of sleeve label technology.”
Philippe MOREL, Sales & Marketing Director Europe, Sleever®
Toward a future standard for beauty packaging
INVENTRA® is intended to evolve in close collaboration with b
rands and retailers. In a context where some major international retail players are beginning to shift their requirements toward increased item-level identification, Sleever® and Avery Dennison® anticipate a structural movement with the potential to transform industry practices in the long term. INVENTRA® thus positions itself as a foundational technological building block, designed to support the emergence of future standards in beauty packaging, aligned with market dynamics and the decisions of major stakeholders.
MEET US AT PCD – THE FUTURE OF BEAUTY PACKAGING Experience the INVENTRA® revolution firsthand. We invite you to discover the technology and speak with our experts at Paris Packaging Week.
● Event: PCD Paris (Paris Packaging Week)
● Dates: February 5th & 6th, 2026
● Location: Paris Expo Porte de Versailles
● Stand: N° F82
*Source: Avery Dennison, The Missing Billions: The Real Cost of Supply Chain Waste
About Sleever®
For more than 50 years, the Sleever® Group has been committed to innovation in packaging. Creator of the Sleeve solution, it has made it a major packaging technology. Long engaged in a sustainable development approach, Sleever® has been recognized many times for its advancements, particularly in eco-design. With full vertical integration, the Group offers its clients mastery of the entire value chain: film formulation, sleeve label converting and printing, machine design and manufacturing, and customized finishing services. Sleever® generates approximately €150 million in revenue and employs 1,000 people across 12 countries. Learn more: www.sleever.com