Product labeling evolves into strategic branding tool

Product labels are evolving beyond simple identification to become essential tools for communication and brand differentiation. In highly competitive markets, visual identity, legibility, and premium finishes play a critical role in consumer acceptance of both products and brands.

The cosmetics sector serves as a primary example, with sales reaching nearly R$ 175 billion in 2025, according to Euromonitor data released by the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC). Labels in this and other sectors must comply with regulatory requirements from Anvisa, providing essential information such as composition, usage instructions, warnings, and nutritional tables.

With Brazil recording approximately 5.1 million new business openings in 2025, companies are increasingly utilizing advanced printing technologies and specialized materials to stand out on shelves. Effective label development requires careful consideration of graphic elements, branding, and technical factors such as surface application, moisture resistance, durability, and storage conditions.