The invention discloses a decoration apparatus for decorating a web of labeling material. The decoration apparatus comprises conveyor for advancing the web of labeling material between a first station and a second station, an activation unit adapted to apply an activation energy at a activation station for selectively activating activatable pigments comprised in the web of labeling material or to locally ablate the web of labeling material and a temperature-conditioning unit which is adapted to actively cool and/or heat the web of labeling material, in particular, in use, prior, during and/or after selectively activating the activatable pigments or ablating the web of labeling material.