If we look at the core qualities of luxury*— ease, comfort, pleasure and abundance—and overlay them with macro
forces reshaping the beauty
sustainability and value—
there emerges both overlap
and new avenues for
redefining what luxury means.
Some brands argue that
technical and manufacturing
innovations have decoupled
luxury from price point (Page
20), while industry analysts
increasingly point to a value-based approach to the sector,
one which prioritizes integrity
(Page 40), transparency,
emotional impact and related
elements above all-else.
A research note from NPD’s
Larissa Jensen (Page 20)
recently declared, “The fact
is that consumers no longer need to pay the high price tag to receive many of the
perks of a luxury product. This is not to say that traditional luxury is obsolete, but
it will change. Within the luxury pricepoint specifically, new trends will continue to
emerge that showcase consumer values in a bigger way.”
Even Unilever has found that 33% global consumers across the globe are
willing to pay more for brands with a clear social or environmental purpose,
creating a e966 billion opportunity for brands, according to the company. The
luxury sector is no different.
However, as brands at every strata increasingly infuse values into their messaging,
corporate missions and operations, ingredient and packaging selections, and more,
the question is: how do luxury players stand apart?
By delivering on the core principles of luxury while finding new, innovative ways
to create a deep, emotional connection with their consumers.
I hope you enjoy this month’s issue. See you in March when we’ll preview the
technical innovation debuting at in-cosmetics Global in Amsterdam.
*Merriam Webster; www.merriam-webster.com
What We Value
GLOBAL COSMETIC INDUSTRY MAGAZINE
EDITORIAL ADVISORY BOARD
ALISA MARIE BEYER
Coastal Salt & Soul
Sephora Collection, North America
MARIE ALICE DIBON
Alice Communications, Inc.
Hue For Every Man
The Polla Beauty Group
ART RICH, Ph.D.
A. Rich Development
Editor in Chief
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