Why Luxury brands are Inflation proof?

Recently, I watched a documentary on Netflix which highlighted an important aspect of Human Psychology and that is “Shopping” behavior.

The series is called, “Buy Now- the conspiracy of shopping”

Post watching series, a thought of consumption economics kept on playing in my mind and then I came across a news article wherein it mentioned that Luxury brands are showing no signs of slow-down despite inflation being on its peak in the US.

I could co-relate both the web series and growth in the luxury brands (especially in beauty and fragrances).

Master stroke played by Luxury brands

Earlier buying a luxury brand was considered a part of “Indulgence” which is now transformed to “essential investments in self-care”.

Thanks for the advancement of organics and natural ingredients that are now being offered as a part of beauty regime.

Learn about “Lipstick effect” click here.

By framing premium skincare or makeup as a necessary tool for wellness or confidence, luxury brands tap into emotional triggers that are particularly powerful in difficult economic times.

Luxury beauty brands like Aesop and Loewe, for example, have cracked this code.

They bundle up their products with complimenting products like hand soap + hand cream + soothing eye gel.

Watch this video of a famous Canadian tiktoker which is funny and yet shows the new mindset of the shopper.

Netflix documentary