Why premium beauty swapped bling for understated elegance

The luxury sector is redefining itself due to various different factors. Sonia Sharma finds out how consumer taste is impacting the look and feel of luxury items

Packaging can drive increased anticipation around luxury product offerings. Distinctive packs can also be used to promote items and deliver an enhanced consumer experience, while creating value for money.

Although efficacy is likely to be prioritised when shoppers consider new purchases, packaging can help to create unique and exciting experiences to meet the needs of experience-driven luxury consumers.

Luxury cosmetic, fragrance and skin care products provide consumers with greater technical, functional and emotional value, while commanding a premium price. Attracting consumers for reasons including superior product quality, performance and craftsmanship in comparison with non-luxury products, higher-end offerings provide a route of escapism from the everyday, particularly in troubled economic times.

Clarins 4-Colour Pen

Premium positioning

Luxury brands are defined by a higher price point and the ‘luxury value’ creates a positive emotional response uncommon to its counterparts in the standard-goods class. Pete Hayes, Director and Co-Founder at PB Creative, says: “The last few years have seen . . .

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