“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 Kuehlwein is a global business leader and brand builder with a 25+ year track record of translating consumer and brand insights into transformational propositions that win in market. Principal at ‘Ueber-Brands’ a New York consulting firm, he now helps others to elevate brands and make them peerless and priceless. JP also teaches brand strategy at NYU Stern and Columbia Business School and leads the Marketing Institute at The Conference Board, all in New York.
Jp previously was Executive Vice President at Frédéric Fekkai & Co, a prestige salon operator and hair care brand and lead brand- and corporate strategy development and execution at multinational Procter & Gamble as Brand Director and Director of Strategy.
JP and Wolf Schaefer have co-authored the best-selling books “Rethinking Prestige Branding – Secrets of the Ueber-Brands” which lays out what drives the success of modern premium brands and "Brand Elevation - Lessons in Ueber-Branding" a guide to developing and executing a brand elevation strategy. Find the books here: https://bit.ly/UeberBooks