5 things in luxury this week | 2nd Sep 2022

If there’s one thing that marketers know, it’s that you need to constantly evolve to stay connected to your ever-changing target audience. This week we’ve seen textbook examples of this with new ‘brand visions’ from a wide-spectrum of businesses. From luxury hotel chain Four Seasons, to iconic beauty brand YSL, as well as a new wellbeing hub from Kate Moss, the brand marketing industry continues to showcase innovation at its best. 

You can enjoy all this and more campaigns, in the following marketing news this week.

1. Kate Moss Launches Luxury Beauty Wellness Brand

Oh how we scoffed when ‘new age’ Gwyneth Paltrow launched Goop. It turned out to be prudent move for the visionary, trailblazing the way for a new era of luxe-wellness products. Since then many others have tried to follow in her manicured footsteps, and supermodel Kate Moss is the latest to join the wellbeing movement. In a fun play on words ‘Cosmoss’ has been teased on the model’s Instagram page with a cheeky video of her walking naked into a river, already amassing over 46,000 views. Following this, the website launched on 1 September offering a number of beauty products (including collagen oil drops for £105) and an insightful ‘Kate’s corner’ for a blog-style approach. It will be interesting to see how the brand develops in the coming months.

Client: Cosmoss by Kate Moss

2. YSL Beauty ‘Lil Nas X’ Ambassador partnership

French beauty brand YSL has unveiled global musician Lile Nas X as their latest ambassador. Known for challenging gender norms, the Grammy-award winning artist is said to be thrilled to join the prestigious band helping to bring about “inspiring change for the next generation of beauty”. The rapper will feature in YSL’s forthcoming campaigns across all platforms. This includes their new ‘Lash Clash Mascara’ and ‘The Bold’ high-endurance lipstick formula, as well as its men’s fragrance ‘Y’. With their combined huge online presence, expect to see the campaign feature in digital marketing methods everywhere: Lil’ Nas is about to supersize!

Client: YSL

3. Bang & Olufsen ‘A New Vision for Sound’ by Future Deluxe

Ever since the start of lockdown, staying in has been the new going out. As such, the home entertainment sector has boomed, and Bang & Olufsen has found an opportunity to find their place with a new cinematic style advert. Inviting viewers to experience their revolutionary ‘Beosound theatre soundbar’ the technologically advanced product is brought to life in a glossy new campaign. If it all feels a tad familiar, that’s because it takes inspiration from the Bang & Olufsen strapline ‘A New Vision for Sound’. The shorts explore the relationship between the emotional connection between their products and users. The campaign turns to digital marketing methods to reach audiences, mainly through social channels including YouTube.

Client: Bang & Olufsen
Agency: Future Deluxe

4. Gucci Unveils ‘The Exquisite Gucci Campaign’

The Italian fashion house is known for its avant-garde imagery, so it’s no surprise that it’s latest advertising campaign is boundary-pushing. Based around iconic movie moments from controversial film maker, Stanley Kubrick, the new advertising campaign is a definite head-turner. Masterfully produced, it features a collection of images recreated from well-known Kurbrick scenes. This includes ‘A Space Odyssey’, ‘A Clockwork Orange’ and of course ‘The Shinning’. Faithful to the original setup, images are brought to life in meticulous detail, with Gucci haute couture from their AW/22 collection featured throughout. Driven by Gucci’s own creative director, Alessandro Michele, he describes it as “paying homage to the past through imaginative infusions of the present”. In this, Gucci might just have reminded us of its genius.

Client: Gucci

5. Four Seasons ‘Luxury is Our Language’ by Publicis Group

There’s been a lot of kerfuffle in the hospitality industry of late. We reported that both Hilton and Marriott groups were taking a new direction – and now it appears the Four Seasons is joining the movement. The luxury hotel chain has just announced a new creative in partnership with its ad and content marketing agency Publicis, focusing on luxe living. Highlighting their ‘exceptional’ customer service and care for guests, the brand overhaul involves a total re-launch over the coming months. The fine tuning is the result of data and insights taken from guests. Entitled ‘A True Stay’ the advert demonstrates how Four Seasons goes above and beyond the call of duty. It’s accompanied with a digital, video, social and digital out-of-home campaign – look out for it.

Client: The Four Seasons
Agency: Publicis Groupe

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