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How Unilever’s Mass-Market Suave Brand Proves Luxury Is a Mindset

Recently Fast Company reported that Suave, Unilever’s mass-market shampoo brand, “fooled a bunch of beauty influencers into thinking it was luxury haircare.” It changed its name to Evaus (Suave spelled backwards), redesigned the package, gave it a premium price and presented it to a group of beauty bloggers and influencers to test.  The result:  The influencers […]

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Beauty Package

Changing Complexion of Luxury Beauty Retail

Selling prestige beauty used to be a straight-forward business.  The formula was to recruit a celebrity to be the ‘face’ of the brand, put a magic formula in a pretty bottle, and sell it through department stores, with a little sampling and gift-with-purchase thrown in.  But that formula doesn’t work anymore. Today’s affluent consumers, the […]

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Luxury Beauty: Does the ‘Lipstick Effect’ Still Hold Today?

Back in 1999, former Harvard University Professor, and now Professor Boston University, Juliet Shor introduced the ‘lipstick effect’ theory in her book entitled The Over Spent American (1999).  Her thesis: Consumers will buy higher-priced, more prestigious lipsticks, specifically Chanel, that are used in public, vs. lower-priced, less prestigious brands that are used in privacy of the […]

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Luxe Pack

Defining Premium: The DNA of Luxury with Marc Rosen at LuxePack Conference (May 11, 2016 @ Pier 92, New York City)

Join me May 11 at the LuxePack conference where I will be sharing the stage with Marc Rosen, Marc Rosen Associates, and a panel of other eminent beauty marketing experts to unravel the secrets of successful marketing and packaging of beauty products.  Also sharing will be Karen Young, The Young Group; Kodi Traver, SGD North America; and Rhona […]

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beauty

Changing Face of Prestige Beauty

New reports get under-the-skin of today’s affluent beauty customer Marketing and selling prestige beauty products used to be a straight-forward business.  You recruited a super-model or celebrity to be the ‘face’ of the brand, put a magic formula in a pretty bottle, and sold it through department stores, with a little sampling and gift with […]