Premiumisation in practice

Beauty and personal care brands need to premiumise in the right way to fully realise their future leadership, says Jonathan Ford

Today’s top tier beauty and personal care brands were instrumental in establishing luxury codes and cues for this sector. And from this, creating a new premiumisation platform – where the luxe/mass worlds were allowed to overlap, creating a more fluid offer and a highly desirable sector of the market. But now, as expressions of premiumisation keep evolving, beauty and personal care brands need to premiumise in the right way to fully realise this opportunity and their future leadership.

Not only is premiumisation changing but the luxury sector that has previously directed it is also redefining and diversifying, bringing new considerations and challenges.

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