Luxury brands continue to develop across many sectors; the beauty sector is no exception. Many of the world’s greatest luxury brands have now entered the space of beauty products and are defining what it means to be beautiful. Some of the top brands involved in this transition are Gucci, Louis Vuitton, Dior, and many others.
An increasing number of shoppers prefer to buy high-quality products that reflect how brands make them and the experiences they deliver. As luxury companies strengthen their presence in the beauty market, consumer desires and expectations will rise accordingly.
From Fashion house to beauty powerhouse
Luxury brands have a well-established reputation for craftsmanship, heritage, and attention to detail throughout the globe. As luxury companies enter the beauty market, they bring the same philosophy. Each luxury brand focuses on:
- Quality of raw materials
- Utilization of advanced formulation technology
- Unique, elegant packaging designs
- Exceptional user experiences
For example, Dior blends scientific principles with luxury, while Gucci focuses on creativity and an artistic approach to beauty. Each of these brands has been successful in applying the identity of their respective fashion lines to their beauty collections in such a manner that they attract consumers who are both aspirational and effective.
Global Luxury Marketplaces Provide an Opportunity for Luxurious Beauty Items
Through the growth of premium online marketplaces, consumers have easier access to purchase luxury beauty products. These online marketplaces unite beauty collections with those from well-known fashion designer brands to provide a curated and authentic shopping experience for consumers.
As a result of shopping on these marketplaces, consumers can shop for luxury beauty products at the same time as shopping for what they wear (e.g., clothing, footwear, accessories), allowing them to shop and find the best luxury beauty selections, including skincare, fragrance, and cosmetics, combined with the convenience of shopping from home.
Smart Luxury Shopping – Obtaining Luxury Beauty Products for Less by Purchasing Wisely
Luxury beauty products are generally perceived as unaffordable; however, as more consumers become aware of and adopt smart luxury shopping practices, the number of luxury beauty consumers is expected to grow over time. Smart Luxury Shopping promotes awareness and thoughtfulness by encouraging consumers to:
1. Enjoy the benefits of a luxury beauty purchase by taking full advantage of available benefits like coupons & offers, promotional codes, and discounts on top beauty essentials.
2. Research beauty products prior to making a purchase; and
3. Compare products before deciding which to purchase.
Many curated luxury beauty platforms will have occasional promotional sales and promotions on luxury beauty products; consumers can expect to experience luxury beauty brands without paying full retail price using the above-mentioned practices.
By promoting smart luxury shopping, brands encourage consumers to engage in responsible consumption practices and make conscious, mindful decisions rather than impulse purchases.
Luxury Beauty brands above Skincare, Fragrance, and Makeup
Luxury brands are having an increasingly large impact across various categories of beauty products:
Skincare products are designed to deliver hydration, nourishment, and effective anti-ageing benefits.
Designer fragrances reflect a brand’s identity while telling a unique and memorable story.
Makeup products are formulated to enhance natural features with high-performance results.
For example, Louis Vuitton has entered the fragrance segment and established a name, while other companies are still developing extensive beauty lines with the intent of meeting changing consumer needs.
Conscious Choices and Sustainability in Luxury Beauty
The luxury beauty industry is also increasingly becoming responsible and sustainable. A number of luxury beauty brands are now using sustainable packaging, responsible sourcing of ingredients and cruelty-free practices. This is consistent with those conscious consumers who prefer to purchase from ethical and eco-conscious brands.
Final Thoughts
The increasing impact of luxury brands in the beauty industry is indicative of changes taking place in the perception of both beauty and self-care. The entrance of iconic brands such as Gucci, Dior and Louis Vuitton into the beauty market and new digital platforms, like Farfetch, which provide curated access to luxury products, are evidence that luxury beauty is now being articulated in such a way that it becomes more thoughtful about the consumer experience.
Luxury beauty has shifted away from being a representation of status and will now become synonymous with innovation, quality and smarter shopping choices. As consumers become more aware of their options when purchasing luxury beauty products, luxury brands will remain the primary influencers of the future development of the beauty industry.
