Après-ski beauty is the untapped opportunity to win over the 1%

By Sarah Parsons | Published: 22-Jan-2024

From helmet hair to recovery massages and grown-up 'cold girl' make-up, ski season is an elegant way to target the luxury shopper

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From celebrity après-ski style in Aspen to old money elegance in Gstaad, the marketing opportunities for luxury beauty brands in ski season are yet to reach their true potential. 

Luxury fashion has long understood the benefits of reaching the affluent shopper by hitting the slopes, with Chanel, Dior and Jacquemus launching pop-ups in the chicest ski resorts this year. 

But in cosmetics, activities are scarce despite

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