Charlotte Tilbury and Aesop build 'micro-joys' into the customer journey, and this is why

Published: 22-Jul-2026
Body Care Colour Cosmetics Marketing

Cherry Collins explains how small, intentional moments of recognition and delight can give beauty shoppers a reason to return

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Charlotte Tilbury and Aesop build 'micro-joys' into the customer journey, and this is why

Beauty, skin care and wellness are high-frequency rituals, embedded into daily routines rather than occasional luxury purchases.

As a result, beauty increasingly functions as a form of micro-luxury – small moments of self-investment that lift mood and reinforce identity.

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Cherry Collins, Global Luxury Strategy Partner for Havas Media Lux explains what this shift means, and why beauty brands should design ‘micro-joys’ into the consumer journey.

Within the context of the beauty consumer’s journey, what are ‘micro-joys’?

Micro-joys are small, intentional moments that a brand designs into the consumer journey.

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