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

Abstract

This study aims to examine the representation of luxury in relation to cosmetic design by analysing four brands using the customer experience framework as a basis for analysis. The three elements considered necessary for the representation of luxury in cosmetic design are (1) brand image or company image that is easily identifiable, (2) each element in the design must contain a story, and (3) the design is innovative and exclusive. In terms of functionality and effect/efficacy, the options are limitless. However, luxury cosmetics stand absolute, with an irresistible appeal. Women use cosmetics regularly to enhance their beauty. Women also carry makeup products in their purse, which may attract attention. Considering this, the portrayal of luxury in cosmetic design may be a critical component.