Pure Beauty

How luxury beauty brands can offer consumers the best experience

Published: 3-Nov-2017

The world of luxury beauty is more competitive than ever, says John Viccars. He reveals the behaviour of luxury beauty customers in 2017 and beyond

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John Viccars

John Viccars

John Viccars joined independent creative agency RPM in 2012 to lead the enhanced shopper experience agenda as a senior strategist, fulfilling RPM’s belief that when people shop they are looking for the best possible experience.

He was promoted to Head of Strategy in 2015 and uses his broader integrated agency experience to develop RPM’s strategic offering.

He started his career as a global research consultant, defining how to alter shopper and consumer behaviours to the benefit of brands from ideation to measurement.


Luxury and the notion of status are inseparable and status plays a key role in consumers’ purchasing decisions.

Yet status is a fluid concept, which is why successful luxury brands and businesses need to recognise the modern drivers of status and understand how they are changing.

To understand the luxury consumer, brands need to examine the shopper journey, and deliver a total brand experience entailing the planning and delivery of an engaging and consistent experience across the total path to purchase.

One important part of this total brand experience is

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