Lebensmittelzeitung reports: Digital Product Passport as a new touchpoint between brand and consumer
- Lioba Galliet
- 4. Aug.
- 2 Min. Lesezeit
Transparency, storytelling, service – all in one place:
The latest issue of Lebensmittelzeitung highlights how Straub Marbert, together with Narravero, is using the Digital Product Passport as a touchpoint.
It’s a project that goes far beyond compliance, showing how products can become true communication channels.
How the Digital Product Passport works as a touchpoint
In partnership with Narravero, Straub Marbert has become one of the first cosmetics manufacturers to bring a Digital Product Passport (DPP) directly to their products – not as a bureaucratic exercise, but as a genuine point of interaction with consumers.
With NFC chips and QR codes, customers can scan the product and instantly see what’s inside, and why. Ingredients, sourcing, and production steps are presented in a machine-readable, user-friendly format. It doesn’t stop there: the passport also delivers brand stories, access to a chatbot for direct questions, and a shop link for seamless purchasing.
“Don’t just say what’s inside – explain why”
Julia Gerling, Head of Marketing at Straub Marbert, sums it up in her interview with Lebensmittelzeitung:
If you want to be authentic today, you can’t just say what’s inside, you also need to explain why.
This is where the Digital Product Passport as a touchpoint shines: It transforms products into talking companions, connecting facts, stories, and services, building real, lasting customer relationships.
A signal for the entire industry
Lebensmittelzeitung’s coverage is more than just a side note:
It shows that the Digital Product Passport is working in practice,
that it’s more than just meeting regulatory requirements,
and that it creates a new kind of consumer experience for FMCG and cosmetics brands alike.
It’s an important signal at a time when transparency demands and consumer expectations for brands are rising rapidly.
From pilot to blueprint
Narravero designed the DPP to be fully scalable – from a single product to entire product lines. The technology can soon enable personalized experiences, loyalty programs, and digital co-promotions.The pilot project with Straub Marbert proves that this can be done today – not just in 2027, when the EU will make product passports mandatory.