How can Beauty Brand Hopes and Dreams hold up in front of the Digital Mirror?

AESOP SKIN PURIFYING CREAM CLEANSER 100mL C“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.


About JP Kuehlwein

JP is a proven business leader, recognized strategy expert and global brand builder. He has a 20+ year track record of successfully creating, re-staging and growing brands and their organizations around the world. Before co-founding Ueber-Brands Consulting, JP served as Managing Director of Global Strategy & Innovation, Premium Consumer at Procter & Gamble and was Executive Vice President of Frédéric Fekkai, a global prestige brand and fully owned subsidiary of P&G. He is also an External Director of Smith & Norbu, a Hong Kong-based luxury optical frame maker. JP has co-authored the bestselling “Rethinking Prestige Branding – Secrets of the Ueber-Brands” with Wolf Schaefer, which is quickly becoming a marketers reference book. JP is regularly involved in public speaking and teaching across industries and markets in English, French or German language. JP and Wolf’s blog and podcast ‘Ueber-Brands’ and related events are sought-after by brand builders and marketing leaders around the world. He has been named ‘Inspirational Marketer of the Year’ by the Association of National Advertisers/The Internationalist among other awards. Based out of New York City, JP is on the advisory board and a guest lecturer at the Masters Program in Cosmetics and Fragrance Marketing and Management at the prestigious Fashion Institute of Technology (NY), an advisory board member of the CMO Council (San Jose), L2 Inc. (NY) and L2 Inc. (NY).
Gallery | This entry was posted in 1 - Mission Incomparable - The first rule is to make your own, 2 - Longing vs Belonging - The challenge is both, 3 - From Myth to Meaning - The best way up is to go deep, 4 - Behold! - The product as manifestation and tagged , , , , , , . Bookmark the permalink.

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