Brands are creating mystique by introducing luxury processing
Implications - Brands hyping production mythology are increasing their luxe appeal. In many cases, it’s likely the production steps do not dramatically increase quality - even to the consumer. However, the appearance of luxury does add to the appeal of almost any product. Simply put, these products create the feeling: “Why? Because we can.”
Trend Themes
1. Luxury Production Mythology - Positioning production as an exclusive, luxury experience increases the appeal of almost any product.
2. Ingredient Novelty - Adding unusual ingredients, such as gold flakes or free radical water, to luxury goods heightens appeal and creates novelty value.
3. Non-traditional Aging/storage - Exploring non-traditional aging or storage methods, such as underwater aging or diamond-filtered alcohol, enhances luxury product appeal.
Industry Implications
1. Luxury Goods - Luxury goods companies can incorporate luxury production mythology into their brand stories and explore the use of unusual ingredients to enhance the exclusivity of their products.
2. Beverage Industry - Beverage companies can experiment with non-traditional aging or storage methods to create a unique selling point for their products.
3. Personal Care Industry - Personal care brands can incorporate luxurious production mythology and unusual ingredients into their products to increase perceived value and better cater to consumers' sense of personal betterment.
