What makes the real difference between a luxury makeup brand and a mass-market one? Easy: packaging.
Among thousands of cosmetics brands, there are some recurrent elements that characterize the luxury ones. They create a common thread – a sort of non-verbal DNA – which increases the appeal and desirability of a single product. So, let’s discover them!
- Color and sparkle – A luxury makeup product has to be sparkling and eye-catching. The dominant color is gold which is usually associated with wealth, prosperity and glamour. The brilliance gives the idea of preciousness and sometimes the cosmetic is enlightened by the sparkle of sequins.
- Materials – It seems that the heavier a product is, the better it is. This is because of the use of strong and resistant material, far away from the lightness of the plastic. For example, a foundation tube of Chanel, Dior, Guerlain is made of glass, while a mass-market one is plastic.
- Branding – As well as in fashion, in makeup the brands with high appeal and awareness are perceived as reliable in terms of high quality and so worth the money. Let’s think about L’Oreal Paris and Yves Saint Laurent Beautè: they are both produced by L’Oreal Group. Even if the product inside is the same, lot of people buy the second one just for the name of the brand. This is a clear example of a good marketing strategy with the right testimonial, the right communication and the right channels. However, the main companies working in the fashion industry have been expanding in the cosmetic field (Dolce e Gabbana, Armani, Chanel, Gucci, Dior, Tom Ford, …)
- Impressed logo on the product – The logo is not printed just on the external package, but most of the time it is also impressed on the product itself. Just think about the sign “CHANEL” imprinted on lipsticks, the double G of Guerlain, the classic Dior pattern on eyeshadows or the rose of Lancome on blushes and bronzers. These kind of details are not present on mass-market products.
- Use of fragrance – Sometimes cosmetics products have a specific fragrance which can be a real pleasure for the sense of the smell. Examples? Scent of roses for the mascara Hypnose Doll Eyes by Lancome, while violets for Les Perles Meteorites by Guerlain.
Beyond all this sensorial elements, don’t forget about the price tag: to be perceived as luxury it has to be higher than the average.