In the competitive global luxury retail market, now more than ever, if a brand doesn’t stand for something, it won’t stand out. With trends becoming democratised and retail noise surrounding social media intensifying, customers need a reason to stay loyal to a brand that will supersede a flashy new product or an influencer endorsement. A brand that leans on its products as its unique point of difference opens itself up to competition and risk. In the fickle beauty market, trends come and go,