Beyond Beauty #01: Sound influences luxury perception

The marketing of beauty & luxury brands is entering a new era. Neuroscience is transforming the industry at an incredible pace & can help you enhance consumer preference & purchase.

To keep you updated, we’ll regularly share fascinating insights on the topic.

“She opens the tube & applies a thin coat of glossy red lipstick. She doesn’t realise but when she opens and closes her lipstick there’s a sound, a sort of click.”

Our neuroscience study for a world leading beauty group precisely and accurately captured the subtle relation between the lipstick sound and the luxury perception — with mathematical precision.

It revealed that while the consumer is not aware of the sound, implicitly it creates positive or negative associations, which in turn, affect the brand’s luxury perception & emotional resonance between consumer & brand.

Such insights helped to mitigate risks in the product development process and boost brand preference.

If you want to know more about this study, please contact Nathan Axford on LinkedIn.

Have a great day,

Team Beyond Reason