CD deploys digital labels by info.link to bring the Reinheitsgebot online

About CD

CD is a well-known German personal care brand of Lornamead, recognized for its commitment to purity, transparency, and simplicity in skincare. Famous for its “Reinheitsgebot” – a promise to use only carefully selected ingredients – CD has built consumer trust over decades. With the relaunch of its shower gel category, CD sought to connect its brand heritage with digital innovation. The goal: to make its Reinheitsgebot tangible and accessible in the palm of every consumer’s hand.

The Challenge

Before partnering with info.link, CD and its parent company Lornamead faced a growing complexity in packaging and consumer communication:

• Lack of a direct digital bridge: Consumers could not easily access verified information about ingredients or the Reinheitsgebot, especially when browsing in stores or on mobile devices.
• Regulatory pressure: Upcoming EU regulations such as the Empowering Consumers Directive (EmpCo) and the Digital Product Passport (DPP) required new levels of transparency and data accessibility.
• Disconnected experiences: Product, marketing, and compliance teams had no unified way to manage digital product information or track consumer interactions.
• Risk of costly redesigns: Without a future-proof label strategy, Lornamead risked repeated packaging updates as regulations evolved.

The Solution with info.link

To bridge the gap between physical packaging and digital transparency, CD and Lornamead partnered with info.link to implement GS1 Digital Link technology across their product range. The solution was developed in close collaboration between Lornamead, info.link, and GS1 Germany – with support from legal experts to ensure full regulatory readiness.

• A standardized, dynamic QR Code: Each new CD product now features a GS1 Digital Link code leading directly to an individual digital label hosted by info.link.
• Compliant by design: info.link’s early strategic workshop on green claims helped Lornamead design physical labels that already meet upcoming EU requirements – avoiding future reprints and ensuring compliance with EmpCo and related directives.
• Integrated legal workflow: info.link’s network of legal partners provided fast, practical guidance on CD’s “Reinheitsgebot” claim, helping the brand secure its key positioning under the new regulations.
• Coordinated implementation: A layout toolkit was created to align CD’s visual identity with GS1 standards, allowing the first 50 product variants to roll out smoothly within just a few months.
• Empowered teams: Through onboarding and training, Lornamead’s product and marketing managers now independently manage digital labels on the info.link platform – ensuring scalability across future brands and categories.

“With the digitalization of our portfolio, we’re building a bridge between tradition and innovation.
The CD Reinheitsgebot is becoming more visible and future-ready – for our consumers, retail partners, and regulatory expectations alike.”
– Carola Kroll, Marketing Director, Lornamead

The Results

The collaboration between CD, info.link, and GS1 delivered measurable strategic benefits that go far beyond consumer engagement:

• Compliance built in: Thanks to info.link’s early advisory process, Lornamead’s new packaging designs are already compliant with the upcoming EmpCo directive, eliminating costly future reprints.
• Regulatory clarity, faster: The tight integration of info.link’s legal partners accelerated the review of key product claims, giving Lornamead confidence to scale its Reinheitsgebot messaging.
• Data and flexibility: The GS1 Digital Link architecture ensures that one QR code can dynamically serve multiple purposes – from in-store product transparency to post-purchase care tips or promotions.
• Cross-functional collaboration: A joint project team combining marketing, regulatory, and design ensured a smooth rollout and strong internal adoption.
• Stronger consumer trust: By providing instant access to transparent product data, CD reinforces its positioning as a brand that stands for purity, responsibility, and innovation.

“The CD case clearly demonstrates how standardization, digitalization, and consumer centricity can go hand in hand.”
– Ilka Machemer, Senior Manager Identification + Data Carrier, GS1 Germany

What’s Next for CD

Following the success of the initial rollout, Lornamead plans to expand the info.link solution across additional product lines within its portfolio. The established workflows, templates, and regulatory frameworks from the CD project now serve as a blueprint for a broader 2D barcode migration strategy – enabling consistent digital labeling across brands, categories, and markets.

Key Takeaways

• Future-proof labeling starts now: Designing packaging with GS1 Digital Link and info.link ensures readiness for EU directives like EmpCo and DPP.
• Compliance and creativity can coexist: Cross-functional collaboration and integrated legal workflows accelerate innovation instead of slowing it down.
• Digital labels build lasting trust: By turning every product into a transparent, data-driven touchpoint, brands like CD can deepen engagement and differentiate in crowded markets.