The Representation of Luxury in Cosmetic Product Design: An Analysis Using the Customer Experience Framework

The goal of this study is to look at how luxury is represented in cosmetic design by analysing four brands using the customer experience framework as a starting point. (1) a clearly identifiable brand image or company image, (2) each piece in the design must convey a storey, and (3) the design is innovative and exclusive are the three aspects considered important for the portrayal of luxury in cosmetic design. The possibilities are endless in terms of utility and effect/efficacy. Luxury cosmetics, on the other hand, are absolute, with an overwhelming appeal. Cosmetics are frequently used by women to enhance their appearance. Women may also have cosmetics in their purses, which may draw attention. In light of this, the portrayal of luxury in cosmetic design could be crucial.

Author(S) Details

Shin’ya Nagasawa
Graduate School of Commerce, Waseda University, Tokyo, Japan.

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