How much do you spend on skin care products every month? The answer always varies from one person to another. Advertisements on TV, promotions in shops and discount information online all make people unable to stop buying skin care products. These delicately wrapped products attract our attention every day. There are three luxury skin car brands in the world which enjoy high reputation and status in skin care industry. A tiny skin care product costs thousands of euro but lots of people are willing to pay. What differentiates them from mass-market products? I will explain it to you in this following articles.
Top 3 – The Ginza
The full brand name is the Ginza Cosmetics. It is a mysterious luxury skin care brand which belongs to Shiseido. The brand is only available in three places: ‘Shiseido The Store’ in Tokyo, Tokyo Imperial Hotel and Japanese international airport. Shiseido claims the brand will not be promoted globally because all the products contain a highly valuable ingredient that can only be found in Japan. The brand never does any advertising or marketing campaigns. It is the exclusive brand for Imperial House of Japan, never discounted. All of these has successfully aroused strong curiosity of consumers. At present, the brand only has 12 skin care products, selling from about 50 euro to 1312 euro (excluding tax). One key to making excellent skin care products is water quality. The Ginza finds that the mineral water produced in Tuscany in Italy has a rare quality. The water full of perfectly proportioned minerals. Therefore, no matter how much the cost will increase and how difficult the process is, the Ginza insists ship this bottle of Tuscan mineral water back to Japan and uses it as raw material in their skin care products. The Ginza advocates less is more and concentrates on making premium skin care product.
Source:http://www.haiav.com/news/4856.html.
Top 2 – Lamer
Brands need a story, even if the story is not entirely true. Lamer has a legend in Chinese market. MaxHuber, a space physicist, his skin was badly hurt because of an accident. Due to limitations of medical treatment at that time, MaxHuber began to research skin care products and finally got the Miracle Broth™, at last he successfully developed the Lamer cream which has a magical repair regeneration effect. Chinese consumers had not doubted about this story until a web celebrity pointed out Lamer was suspected of false propaganda. In Japan and USA, Lamer only indicated on their official website that it can soothe the skin and keep the skin stable, but the story is shown on the Chinese official website and claims that it can even repair the scars. However, the brand’s loyal supporters are unaffected, On various social platforms in China, countless consumers have posted articles about Lamer’s magical effects on them. The 60ml cream, which costs 282 euros, sold 6,250 cans in half a month on an online store in China. Lamer also has a premium product named “The Essence”, the price is as high as 2,875 euros and limited supply to top VIP customers annually. Stories are just part things of building a brand. Lamer has created a mysterious and noble brand image. As its name suggests, people associate it with the deep ocean when mentioned. Consumers’ experience and word-of-mouth are also important factors in brand building.
Source: https://www.sohu.com/a/232966052_619731.
Top 1 – La Prairie
La Prairie comes from Switzerland, it is a brand combining the most advanced technology. La Prairie is a well-deserved luxury skin care brand and is beloved by aristocratic ladies. Cellular Complex is one of the brand’s core technologies. Cellular Complex can strengthen the function of skin and promote metabolism. Caviar is a valuable ingredient, La Prairie apply this ingredient to their products in order to show their uniqueness and Inimitability. There is no doubt that these products are all expensive, For example , the 60 ml Skin Caviar Luxe Cream costs 487.5 euro is their basic product , It can help skin regains its elasticity and deeply moisturize the skin. Recently, La Prairie launch a new product– Platinum Rare Cellular Cream, which price is as high as 1275 euro. It’s hard to imagine how a skin care product could relate to an artwork. But in 2017, La Prairie invited Swiss artist Julian Charriere to shoot exclusive brand films and the topic is The Power of Light. Their main target is to introduce the White Caviar Crème Extraordinaire to the public, and the product has extraordinary whitening effect, it allows skin to glow from skin bottom. For a skin care brand, we generally value its effect, packaging, price, etc., but La Prairie is more than just a skin care brand. It shows great respect for aesthetics and technology, it also makes consumers feel a sense of ritual.
Source: http://www.sohu.com/a/227346620_547083.
As luxury skin care brands, they are unique and cannot be imitated. Price is not an issue, their packages, their ingredients and technologies are logically rare. They do not simply satisfy people’s needs but also create dreams and aesthetics. As an old saying goes, ‘You get what you pay for’. Luxury skin care brands always have reasons to exist.
References:
May 26,2018,’Top five most expensive skin care products in the world”,Soho Fashion(online),retrieved from:https://www.sohu.com/a/232966052_619731.
June 19,2018,”This is probably the lowest profile of Japan’s top ladies brand”,retrieved from: http://www.haiav.com/news/4856.html.
April 05,2018,”Light & Art | La Prairie this piece of Art, do you really know it?” TorontoSNAP(online),retrieved from:http://www.sohu.com/a/227346620_547083.
September 25,2017,’Cellular Complex of La Prairie -timeless beauty”,DouDou(online)retrieved from:https://www.bangli.uk/post/162205.
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