Living the high life
The pleasures of owning a luxury brand.
Luxury is defined as any desirable product or service that’s deemed highly desirable within a culture or society. For some it’s a way of giving themselves a little treat, for others it’s a price they’re willing to pay for unmatched quality and finish, and for still others it’s a way of distinguishing themselves from the crowds. All luxury brands have something in common; really high-quality that makes them a cut above the rest. These differences are palpable in myriad ways, touch, feel, smoothness, ingredients and the minutest of details.
One Nykaa member says to her, “Luxury means the freedom to stand apart from her friends,” while another says she enjoys buying herself luxury brands “because they’re unaffordable to the most.” Whichever way you look at it, luxury brands are symbolic of the lifestyle of the rich and famous, of discerning buyers who are willing to pay extra to own a brand steeped in history, consumers who believe the brand stands for more than what it appears to be.
Purists will tell you that a handbag is just that, a bag to carry odds and ends. A well-made, unbranded leather bag can cost Rs 2,000 or less. Yet, a Gucci, Hermes, Yves St Laurent or Chanel tote can set you back by tens of thousands. Clearly a luxury brand has an aura of prestige and exclusivity. Luxury has no price tag.
Luxury is defined as any desirable product or service that’s not necessary for living, but is deemed as highly-desired within a culture or society. And luxury beauty products offer an alternate beauty universe inhabited by discerning customers who looks to have the best, highest quality products money can buy.
Luxury brand advertising across the board—from watches, clothes and handbags to fragrances, skin creams and cosmetics—always strives to highlight the core competencies of the product, its exclusivity, craftsmanship, precision, high quality and innovation. The premium pricing is just a natural fallout of this exclusivity.
Owning a luxury brand has far reaching psychological outcomes. Not only does it place the buyer in a premium club that screams exclusivity, but it also gives a sense of self-worth and esteem to the buyer, a sense of distinctiveness that sets them apart from the rest.
Market research indicates that even in recessionary times, luxury brands continue to grow. Luxury product buyers are more or less price insensitive, and spend their time and money on objects that are opulent rather than necessary. Thus, luxury and prestige brands have commanded unwavering customer loyalty through the years, never mind changing trends, fashions and fads. Often these brands, from Rolex and Cartier to Bvlgari and Prada are trend setters who dictate the colors and designs for the season. These are the brands that tell a unique, superlative story that demand rapt, reverent attention.
Syndicated from Beauty and Style