In this era of internet, LVMH has used technology to Track & Trace its brands’ authenticity.

LVMH group has taken its step towards authenticating its brands through a full-time blockchain platform called AURA. ConsenSys in partnership with LVMH & Microsoft announced this platform with an aim of protecting the brands’ identity by tracking & tracing model based on Ethereum blockchain technology & utilization of Microsoft Azure.

ConsenSys is a blockchain company dedicated to transforming the world’s digital architecture toward a more open, inclusive, & secure internet of value. It uses Ethereum, world’s leading programmable blockchain, which is an open-source platform for decentralized applications. One can write code that controls digital value, runs exactly as programmed & is accessible anywhere in the world.

This certain technology will help consumers to access the product history & proof of the authenticity of luxury goods, right from its initial raw stage to the point of sale, all the way to second-hand markets. With AURA, a consumer can get access to all specific details like its origin, composition, information, product care, and after-sales & warranty services. At the time of purchase, a consumer can receive all information about the product through AURA certificate on the brand’s application.

AURA has been developed by the luxury brands, for the luxury brands, offering a wide range of services to this industry. Brands have flexibility in designing the capabilities of AURA and flexibility to address the specific needs of each luxury brands. Several brands of the LVMH Group, such as Louis Vuitton & Parfums Christian Dior, are currently involved, and advanced discussions are underway to onboard additional brands from the LVMH Group & other luxury groups globally.