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Building Customer Trust in an Era of Counterfeiting:Brand Authentication through Smart Packaging

  • 14 May 2019
  • 11:30 AM - 2:00 PM
  • Crowne Plaza Hotel - LAX, 5985 West Century Blvd, Los Angeles CA 90045
  • 97


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BIW Luncheon Meeting Tuesday, May 14th, 2019

Building Customer Trust in an Era of Counterfeiting:

Brand Authentication through Smart Packaging

Steve Delepine, VP Business Development

DataTraceID Pty Ltd

Crowne Plaza Hotel LAX, 5985 W. Century Blvd., Los Angeles 90045

11:30 AM Registration/Networking

12 Noon Luncheon & 1 pm Speaker Presentation

Steve Delepine, VP Business Development

Data Trace ID Pty. Ltd

will Speak about

Building Customer Trust in an Era of Counterfeiting:

Brand Authentication through Smart Packaging

Building and protecting your brand has become a bigger challenge in today’s global marketplace, particularly if it’s wildly successful. Take a trip to Canal Street in New York or downtown to LA’s infamous Santee Alley where dozens of displays are bursting with hot-ticket, fake cosmetic items. Products claiming to be Kylie Lip Kits, Anastasia Beverly Hills Highlighters, Two-Faced and MAC Lipsticks at remarkably low prices, two dollars for a Mac Lipstick, a bit more for Chanel. Formerly the place for knock-off handbags and designer sunglasses, now fake Louis Vuitton purses are replaced by contouring palettes, lipsticks, and even fragrances. These counterfeit goods, mostly from China and Hong Kong, constitute an estimated $470 Billion per year business in the U.S., with an estimated $250 million in cosmetics alone. And this doesn’t even include internet sales, where counterfeit goods (including many drugs) are even easier to hide. Estee Lauder estimates that 2.6 million bogus Mac Lipsticks entered the market in 2016 alone and now has a whole division devoted to busting counterfeiters. On the surface these goods may look the same, gorgeously packaged, but studies show that bacteria levels plus lead, arsenic, mercury and other bad actors can be present, causing eye infections, psoriasis and even acne. So what to do about the problem? Our May speaker will address this growing problem and offer some potential solutions.

Steve Delepine is a brand protection specialist with over 20 years of international experience in marketing, operations and project management. He has a proven track record for growing sales while managing costs and building brand loyalty through increased awareness of the need for protecting legitimate brands through improved packaging solutions that address the growing problem of counterfeiting, gray market goods and Piracy.

Early Registration:

            Members - $50.00 (USD)- Up to 2 guests may be registered at the time of member registration.

  • Non BIW-Members - $70.00 (USD)
  • Important Registration Information - NOTE: The BIW Board of Directors has increased by $5 per person the price for both Member and Non-Member Luncheons to cover the rising hotel costs for a Three Course Luncheon

Sunday, May 12th at Noon

after which a $15 LATE REGISTRATION FEE will apply.

Click here to REGISTER NOW


Romaine Salad with Black Beans, Corn and Cucumbers with Lemon & Garlic Cilantro Vinaigrette, served with Tortilla Chips and Pico de Gallo Salsa

Entrées - Choose One:

Baked Salmon  with Honey and Cilantro and Lime served with Spanish Rice and Grilled Vegetables


Grilled Chicken Fajitas with Spanish Rice and Grilled Vegetables


Vegetarian Black Bean & Cheese Enchiladas  with Grilled Vegetables

Dessert - Warm Cinnamon Churros with Carmel Dip, served with Freshly Brewed Coffee

Beverages:Iced Tea, Water, Fresh Roasted Coffee, plus Rolls & Butter

Parking Fee:

Self-Parking: $6 Fee -Crowne Plaza Parking Garage (Need credit card at exit for payment)

Valet Parking: $15 Fee

Click here to REGISTER NOW! Space is Limited, so Register Early!

Beauty Industry West (BIW) is a nonprofit trade organization focused on bringing together today's innovators, entrepreneurs, experts and future industry leaders.



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