Navigating Local Language Compliance: Selling Cosmetics D2C from Overseas to UK and EU Consumers

Introduction

In the dynamic landscape of the cosmetics industry, direct-to-consumer (D2C) sales have become a popular avenue for international companies to reach customers in the UK and European Union (EU). However, successfully entering these markets requires careful consideration of local regulations to ensure compliance and build consumer trust. The principle is simple, if you make the sale available to an UK/EU consumer then the local regulations apply, this includes language requirements. In this blog post, we will delve into the key requirements for overseas cosmetics companies looking to sell D2C in the UK and EU.

Background: Language Requirements

All product labels must be in compliance with the official languages of the respective member states. In the UK, English is the primary language, some member states only require a single language on the label (French for products going to French consumers), some require multiple languages on the label such as Belgium. This is true even when selling D2C via a branded website, social media or online sales platform to UK/EU-based consumers.

It is near impossible to include all the mandatory information in 15+ languages on a single product label due to limited available space. Hwever, the goal of every brand is to sell a single SKU in as many countries as possible. Therefore, we have presented three options for ensuring regulatory compliance when entering the EU market.

Solution #1: Clustering Countries

Where space allows, it may be possible to include 2 or three national languages on pack. For example, a product with mandatory information present in English, Spanish and German could be legitimately sold to consumers in England, Spain and Germany. However, some it’s important to remember that some nation-states have common languages. In this example, the hypothetical product could also be sold in Austria as the national language is also German. Meaning that a product with 3 languages could be sold in four countries.

Solution #2: Overstickers

Overstickers are adhesive labels applied directly over the existing product packaging, featuring translated information. This flexible approach allows companies to accommodate various linguistic requirements without redesigning the entire packaging. The overstickers can have multiple languages present should space allow.

Benefits of Multilingual Compliance

1. Cost-Effective: Overstickers provide a cost-effective alternative to redesigning packaging for different markets. Instead of producing entirely new packages, companies can print a smaller quantity of overstickers, reducing both production costs and environmental impact. Overstickering of just a single pannel is required in some cases.

2. Quick Market Entry: Brands can swiftly enter new markets by applying overstickers to existing products. Overstickering can be carried out in the warehouse as long as sufficient quality controls are in place. This agility is particularly advantageous in dynamic industries like cosmetics, where trends and consumer demands evolve rapidly.

3. Regulatory Flexibility: Overstickers enable compliance with the diverse language requirements in the UK and EU markets. This flexibility ensures that companies can navigate the complexities of regulatory standards without compromising the visual appeal of their products.

Considerations and Best Practices

1. Adhesive Quality: The adhesive used for overstickers must be of high quality to ensure they adhere securely to the packaging. This helps prevent issues such as peeling or tearing, ensuring that the additional language information remains intact throughout the product's lifecycle.

2. Design Harmony: While overstickers are a pragmatic solution, companies should aim for design harmony. The overstickers should seamlessly integrate with the original packaging, maintaining a cohesive and professional appearance.

   Additionally, it may not be possible to include multiple languages on the pack if space is a limiting factor.

3. Regulatory Alignment: Overstickers should comply with the specific labeling requirements outlined in the UK and EU regulations. This includes the inclusion of essential information such as ingredients, warnings, and usage instructions in the required languages.

Solution #3: Peel-and-Reveal Labels

Peel-and-reveal labels feature multiple layers that can be peeled back to reveal additional information. This design allows companies to include extensive content, including translations and regulatory details, without cluttering the primary packaging.

Benefits for Multilingual Compliance

1. Expanded Information Space: Peel-and-reveal labels offer a larger canvas for information, allowing companies to include comprehensive details in multiple languages without sacrificing the aesthetics of the primary packaging.

2. Enhanced User Experience: Consumers appreciate clear and concise information. Peel-and-reveal labels offer an organized way to present essential details, enhancing the overall user experience and fostering trust in the brand.

3. Regulatory Adherence: Peel-and-reveal labels align with regulatory requirements in the UK and EU by providing the necessary information in the specified languages. This ensures that companies meet the stringent standards while catering to diverse consumer demographics.

Considerations and Best Practices

1. Label Durability: Peel-and-reveal labels should be durable to withstand handling, transportation, and storage. Ensuring that the layers adhere securely prevents issues such as peeling or tearing, maintaining the integrity of the information.

2. User-Friendly Design: The peeling process should be intuitive, ensuring that consumers can access additional information effortlessly. A well-designed peel-and-reveal label contributes to a positive consumer experience.

3. Regulatory Compliance: Companies should verify that the information on the peel-and-reveal label complies with the specific language requirements of the UK and EU regulations. Attention to detail is crucial to avoid any discrepancies that may lead to non-compliance.

Conclusion

In conclusion, succeeding in the D2C cosmetics market in the UK and EU necessitates a nuanced understanding of local regulations. From overstickering to multilanguage labeling solutions exist to meet local language compliance requirements.

If you need support in ensuring compliance of cosmetic product labels to the UK and EU markets reach out to COSMESURE for a zero-obligation quotation at info@cosmesure.uk.