More than makeup: Mecca Cosmetica delivers the ultimate beauty experience

Over and above the international designer products that are displayed like sculptures on marble tables, Mecca Cosmetica is delivering consumers a unique customer journey — a shopping experience that’s also a lifestyle experience.


Why consumers happily pay three times the price just for the little blue box

If you think about brand recognition via colour associations, no company has done it quite as well as Tiffany & Co. That unique blue is synonymous with the luxury and globally-leading jewellery brand that Audrey Hepburn once made all the more glamourous and enticing by gracing a film with its name.

But the blue has come to symbolise more than just one of the most expensive jewellers in the category, but also milestones of success in the lives of consumers. From the iconic key for the 21st to the sparkling diamond for the big moment, Tiffany’s has embedded itself in the hearts of consumers as a means of celebrating the best of times – as long as they’re willing to pay the price. But how did they do it?

Aesop transcends its product category to penetrate the home decor market

Like many idealistic consumers, I love to browse products online and fantasise about things that I can’t afford.

For this reason, in my spare time, I find myself exploring real estate websites and taking virtual tours of premium properties that cost upwards of $3 million (sure, why not?). And I couldn’t help but notice a trend in the imagery.

Amidst many perfectly lit marble bathroom shots, the recurrence of a brand on the benchtop as part of the room styling itself — Aesop hand wash and hand cream. A coincidence? Nope — just very clever product positioning.