A device for the application of labels to packages, such as cigarette packs. Each label is applied to one or more faces or end portions of the pack. The application of the comparatively small labels to the packs can impair the performance of a packaging machine. According, the present mechanism continuously transfers the labels to packs, during the continuous transportation of each pack between two processing station by a label conveyor. The conveyor includes several label holders, each of which has a pocket to retain a package within. As the conveyor rotates between stations, the package is shifted within the pocket, and is forced through a label holder. The label holder, retains a label in a position perpendicular to the direction in which the package is moved. Thus as the package is forced through the label holder the label adheres to the package. In this manner, label application is achieved in a continuous process.