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Boutique Journal

Trust is the new luxury. Here's what that actually means for your brand.

Brand Intelligence3 min read

Trust is the new luxury. Here's what that actually means for your brand.

A new report landed recently with a headline that should excite every beauty and wellness brand: 60% of luxury consumers plan to increase their wellness spend in the next 12 months. The market is growing. The appetite is real.But buried two paragraphs in is the stat that should concern you more: trust is fragile. And the brands that don't understand why are about to leave serious money on the table.I've spent 18 years inside beauty and luxury - L'Oréal, Coty, JAB Holdings, and now my own consult

By Kirsty Newman

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The Commercial–Storytelling Equation: Why Your Next Phase of Growth Requires Both

Brand Intelligence4 min read

The Commercial–Storytelling Equation: Why Your Next Phase of Growth Requires Both

In wellness and luxury, commercial performance isn’t optional - but the way premium brands achieve it has never resembled the mass market. Revenue is the measure, yes, but meaning is the multiplier. Your clients don’t return simply because something works. They return because the brand behind it stands for something, signals something, and makes them feel part of a world they value.The brands that endure - the ones that command loyalty, pricing power, and cultural relevance, understand one thing

By Kirsty Newman

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