In this month’s column we take a look at the challenges faced with the never ending question of comparative claims making… If I had 5 Euros for every time a customer said to me “Theresa, our competitor is making this claim, why can’t we?”, then I would be writing this column from some luxury island…
I recently read a phrase from the famous designer Oscar de la Renta that inspired me to write this column: “Glamour is in your brain, not in your eyes”. The neuromarketing of luxury cosmeticsand beauty aims to seduce the senses to win over the consumer. Luxury neuromarketing is based on the study of how consumers’…
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