“Beauty is hope. It’s about our dreams and aspirations. Yet, as with everything, digital has made reality creep up on it big time. Where beauty brands, especially prestige ones, once fancied themselves as hovering above the fray in a realm of the untouchable and ideal, they have to deal these days with the down and dirty just like the rest of us—from all-out accessibility to unseemly e-sales to opinionated bloggers.” says Wolfgang in the introduction to his article “3 Ways Prestige Beauty Brands Can Preserve Their Allure in the Digital Age in Adweek” (click to read)
In it he touches on several of the principles that we found drive prestige brands to Ueber-Brand status – ie loyalty beyond reason (performance and price). Read more about the need for mission, myth, balancing longing and belonging and upholding the product in our book ‘Rethinking Prestige Branding’ and this, the Ueber-Brands blog.
Credits: Picture of Aesop Skin Purifying Cream Cleanser courtesy Aesop. Read more about Aasop in this case study: Aesop – Fabled Brand Fabulous Marketing.