What is luxury and what is not?

The look, feel and even the sound of a pack all contribute to our perception of what is luxurious or not. Julia Wray looks at cues that imply ‘luxury’ and trends that have dominated recent months

In a world where vulgarity shouts and modesty whispers, luxury commands attention effortlessly. Or, rather, with a seeming lack of effort. Because, in reality, there are a lot of considerations which need to be taken into account when creating luxury packaging. The look, feel and even the sound of a pack all contribute to our perception of what is luxurious or not. Moreover, the experience today’s consumer expects from a premium beauty product or fragrance is not necessarily the same as her mother would have expected, or even what she herself would have demanded ten years ago.    

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