https://www.ELEANOR STEINBRECHER.com

Luxury Marketing – Collaborative Group|01/2025 – 05/2025  Drive Google File

Developed a pitch for a pigment-first luxury beauty brand with brand narratives and symbols in the same market segment as Diptyque and Santa Maria Novella, focusing on complexion powders, brand storytelling, and symbolic packaging

Created a full strategic concept including product design, visual identity, and retail approach rooted in artistry, historical reference, and color pigment science

A project from my CIM 453 Dynamic Data Class at the University of Miami

 Employing  “data analysis through the development of interactive web applications. The course focuses on communicating through computer programming. Students will learn to build and use databases as a primary source and explore data as content. For this course students will be required to build custom software solutions through web programming languages that utilize third party APIs to interpret, analyze and manipulate data.”

The final project is made to showcase “ a dynamic website or web app using nodeJS, express, handlebars, bootstrap and sqlite. You can choose from the following categories or create your own as long as you meet the requirements.”

Project Report: https://docs.google.com/presentation/d/1YJY4jqTq2fHF___1LKs6qIG_TyBhc9T4t1aRrW_DWvI/edit?usp=sharing

I designed a photo-portfolio tool that lets you upload images into a collage styled like a Polaroid wall. Users can build a visual record of any event whether a wedding, trip or everyday gathering and organize their memories however they like.

When you upload a photo, it’s automatically sized and placed into a Polaroid-style frame. From there you can edit or remove its caption, swap the image out, or delete the frame altogether.

To keep things organized, you can create as many or as few categories as you need (by person, location, theme, etc.), rename them at any time, or delete them entirely. Each new category adds a link to the sidebar navigation, so you can jump straight to that group of photos and sort through your wall with ease.

Steps:

Created a new project folder and initialized it with npm init to manage code and dependencies.

Installed core libraries — Express, Handlebars, Sequelize, SQLite, Multer, and Bootstrap — to handle web serving, templating, database access, file uploads, and styling.

Set up a SQLite database with two tables:

Categories

Photos (each photo linked to exactly one category) Defined their relationship using Sequelize.

Developed server.js to:

Load and sync database models

Serve static files (CSS, uploaded images)

Register Handlebars with a helper for numbering

Define routes for the homepage, category pages, upload form, and management pages

Built Handlebars templates (main, navigation, home, category, upload, photos, photoForm, categoryForm) using Bootstrap classes for tables, buttons, and forms.

Implemented file uploads with Multer to save images in the uploads/ folder and store metadata in the database.

Styled the photo display with custom CSS for a playful, overlapping Polaroid look and adjusted Bootstrap’s dark theme to ensure legible text.

An Online Portfolio Exploring Makeup Trends in Relation to Luxury Marketing Strategies, Based on Kapferer's Principles. It Analyzes the Strengths and Weaknesses of Brand Marketing Through Both Analytical and Consumer Perspectives.

In this module, we explored the idea that luxury products often reflect symbolic value more than functional value. Of course, most luxury items are beautifully made and do their job they’re crafted with care, skill, and savoir-faire. But what really sets them apart is the way they make you feel, the story they tell, and the symbolism they carry.

As a consumer, this was something I had to learn to truly appreciate.

Growing up, I was always taught that you shouldn’t spend money on something expensive unless it served a clear, practical purpose. That mindset shaped the way I shopped. If I was going to splurge on makeup, the product had to be better in every possible way. It needed to outperform everything else on the market for me to justify the price. That, to me, was smart shopping.

And honestly, I still think that way in a lot of situations money isn’t trivial. It’s something that should always be considered thoughtfully when making a purchase.

But as I’ve grown in my understanding and appreciation of luxury makeup, I’ve started to value how a product makes me feel just as much if not more than what it functionally does.

In this portfolio, I’ve talked a lot about brands like Chanel, Pat McGrath, and Dior, and how their brand narratives are carefully crafted to evoke a specific feeling or energy. Now, I want to talk about how I feel when I actually use these products.

Recently, Chanel released their Spring 2025 makeup collection, and I purchased the highlighter/eyeshadow palette in the shade Yeux de Lumières. It was $90 and included four soft, shimmery shades meant to capture the delicate glow of ethereal spring light.

Did I need another highlighter? No. Do I wear shimmer on my eyes often? Not really. So, to some people, this might seem like an impractical purchase.

But when I put it on for the first time, I felt something. A quiet sense of radiance, warmth, and light. It wasn’t flashy, and it didn’t necessarily catch other people’s attention. No one complimented me on it. No one even really noticed it.

But I did.

And that’s what luxury is. It fulfilled a function not the obvious one, but a personal, emotional one.

Now, every time I have a special occasion, I reach for that palette. Not because it’s going to get compliments, but because it makes me feel beautiful, elevated, and in tune with myself. That moment of self-connection is the real value.

So if you're considering buying makeup at a luxury price point, just know: true luxury is meant to be felt and appreciated. It may not always deliver a “better” result in the traditional sense but it fulfills a purpose that’s just as important.

Previously, I talked about the craftsmanship and quality behind Pat McGrath Labs especially the iconic Mothership palettes. But in this module, we explored another really interesting idea: the concept of abundant rarity in luxury.

Luxury is rooted in exclusivity. But beauty, especially today, is about inclusivity and that contrast is fascinating. In 2024, makeup is everywhere: Sephora, Ulta, direct-to-consumer websites, social media, and TikTok Shop. It’s easier than ever to access beauty products. So how can a brand feel everywhere and still maintain an aura of rarity?

Pat McGrath Labs is one of the few brands that manages to strike that balance.

In the beginning, the brand built its mystique through limited-edition drops. If you didn’t know, the first product Pat McGrath ever launched was Gold 001, a high-impact, pure gold pigment that was teased on Instagram before release. It was extremely limited and sold out within seconds. That sense of scarcity made people want it even more and it set the tone for the brand from the start.

As Pat McGrath Labs grew into a fully established beauty brand, the strategy shifted. Products became more consistently available, but the rarity wasn’t about limited quantities anymore it was about price and positioning.

Pat McGrath prices itself like a true luxury brand.

$70 for foundation

$128 for a Mothership palette

$60 for a quad

$40 for a blush

These prices reflect the level of craftsmanship, ingredients, and artistic vision behind each product. And while I personally believe you're getting what you pay for, it’s clear that not everyone can afford to shop from this brand regularly.

But what really maintains that feeling of rarity isn't just the cost it’s the narrative. It’s the story of Pat McGrath herself, her authenticity, her career as a legendary makeup artist, and the creativity poured into every collection.

Not everyone is going to get it, and that’s kind of the point. The brand speaks to people who understand makeup as an art form. People who truly appreciate the experience from the packaging to the formulas to the messaging are the ones who seek it out. And that keeps it feeling exclusive.

Because of how Pat McGrath has positioned itself, the brand is taken seriously in the beauty space. It's used and praised by makeup artists, beauty lovers, and enthusiasts who recognize the vision behind each launch.

Craftsmanship in makeup is something I’ve really started to notice and appreciate more as I’ve continued to use and play around with different products.I’ve talked before about dupes how they can give you a similar result compared to high-end products. And while true luxury is supposed to be incomparable, I’ll admit that when I buy the high-end version, I do feel a difference.

For this post, I wanted to focus on Pat McGrath Labs, because in 2024, it became my favorite brand the one I consistently reached for and used the most.

A little background on Pat McGrath and I’ll keep it short she’s a legendary makeup artist known for her elevated, dramatic runway looks. Her brand reflects that artistry, and she’s built a name for herself around bold, unapologetic makeup. Her tagline? “Use without caution.”

What makes Pat McGrath so unique is how she combines her artistry background with a true sense of luxury. Her products are vibrant, creative, and made with incredibly high-quality ingredients and innovative formulas. You can feel the difference.

When most people think of her brand, they probably think of the Mothership Palette and for good reason. These palettes are stunning. They come in black lacquered packaging with 10 different eyeshadows, including a mix of mattes, shimmers, and her signature Astral Shades intensely pigmented, pearl-based shadows that have an insane sparkle and dimension.

The entire experience of owning and using a Pat McGrath product feels luxurious. The outer packaging reflects the color story inside the palette, the compact is weighty and high-end, and the shadows themselves are buttery smooth, never patchy, and always high-performance.

Craftsmanship is what defines her brand. When you buy a Pat McGrath palette, you’re paying for the insane formulas, the thoughtfulness, and the artistry. It leaves a legacy. She’s known for her bold ideas, unique color stories, and consistent quality and that’s something I really admire.

Prada, one of the most iconic Italian fashion houses, made a move into the beauty world with the launch of Prada Beauty in August 2023. But since that launch... crickets.

There hasn’t been much buzz, no major community engagement, and honestly? I rarely ever see anyone using or talking about it even when I’m in-store at places like Sephora.

And it’s surprising, because I love Prada. Their fashion is incredible, and I’ve personally collected a few of their cashmere sweaters the quality is undeniable. Prada is one of those brands that feels effortlessly chic, and their logo is among the most recognizable in the luxury world. So you'd think the name alone would carry the makeup line.

But it didn’t.

The beauty launch felt like it came and went without making much of a mark. And I don’t just mean in the oversaturated world of beauty where standing out is already hard I mean even within makeup as a category, nothing really stood out.

They launched with a foundation, a few lipsticks and balms, and an eyeshadow palette. But none of it sparked any desire in me to try the products not even out of brand loyalty. At that point, I didn’t even have loyalty to Prada Beauty, because the line didn’t give me anything to connect with.

They leaned hard into influencer marketing, but it didn’t land. Most of the content was just people applying lipstick or lip balm in a quick video no real storytelling, no explanation of what made these products special. And we’ve seen matte lipsticks and lip balms before nothing felt new or exciting. Yes, Prada designed custom lipstick bullets and sleek packaging, but that was about it.

Eventually, one product a blue lip balm went viral. But it wasn’t anything new. It was just another color-changing pH balm that plenty of brands had already done. It didn’t even feel like a Prada innovation. The virality felt manufactured another trend pushed by influencers trying to make it a “thing.”

When I walk into Sephora, Prada Beauty has a small shelf tucked away, and it’s always fully stocked. That says a lot.

Prada as a fashion brand has always merged luxury with art and intellect. Their collections often feel like wearable installations thoughtful, experimental, bold. But when I look at the beauty line, it doesn’t evoke any of that. Not only was the product collection underwhelming, but it also didn’t carry any real narrative or emotion.

Nothing about it screamed Prada. If anything, it just looked like another generic brand trying to cash in on the beauty market. And that’s where I think the real problem lies.

The blue balm going viral might seem fun, but when you look closer, it exposes a bigger issue: there’s no heart in the collection. It didn’t feel like it was built from the same passion and creativity that defines the Prada fashion house. And while I don’t think this launch created long-term damage to Prada’s overall reputation, it definitely hurt its credibility in the beauty space.

Even now, as I write this, I looked through Prada Beauty’s website and I still feel… nothing. No interest, no inspiration, no desire to try anything.

Chanel Beauty is one of those timeless makeup brands that feels like it’s always been around. It’s instantly recognizable one of those brands that even if you’ve never owned anything from it, you somehow feel like you have a memory tied to it. It’s nostalgic, even if it’s just in the way the black lacquered packaging with the double C logo appears in your mind.

For a lot of people, their first connection to makeup comes through older family members and I’m no different. My earliest memory of makeup is tied to my mom. I remember seeing her old Lancôme palettes and one particular Chanel nail polish. I didn’t even know what the rest of the Chanel products looked like, but I knew the brand. I recognized the logo. I knew it meant something special.

Recently, I was finally able to purchase a few Chanel Beauty products for myself and the quality? Honestly, it’s unmatched. These are products that don’t just look luxurious they feel luxurious. Everything from the way they apply to how they wear is elevated. There’s this softness and elegance to the formulas that almost feels unreal.

When I hold that sleek, black compact or swipe on a Chanel lipstick, I genuinely feel powerful feminine, beautiful, and in control. And I think that feeling is universal. Regardless of your gender or identity, holding a Chanel product gives you this sense of beauty and quiet power. Chanel doesn’t scream; it whispers. But somehow, it’s still one of the loudest voices in the room.

Take one of their most iconic lipsticks, Boy, for example. It’s a cool-toned, nearly sheer nude with just a hint of shimmer. On the lips, it’s subtle glassy, polished, elegant. It’s not bold like a red lip, but that’s the point. It’s a different kind of power. One that says, I know who I am, without needing to announce it.

Chanel has remained timeless because the brand has never strayed from what it does best: quality, attention to detail, and experience. When you visit a Chanel Beauty counter or boutique, the service feels curated and intentional. The advisors know the products inside and out. They help you find what enhances you, not what’s trending.

And while Chanel may not always have the most “cutting-edge” or experimental formulas, their products consistently perform. They’re made with purpose, and that purpose shows. Everything is cohesive, elegant, and elevated.

In 2024, Patrick Ta a makeup artist turned beauty brand founder released his now-infamous Eyeshadow Duos under his high-end, luxury-leaning brand. A week before launch, he started teasing the products online, showing off the ultra-reflective glitters and sparkling pearls that would be featured in the duos.

Naturally, the internet was excited. The formula looked beautiful, the packaging was sleek, and the swatches were stunning. But then the price dropped: $42 for just two eyeshadows.

And that’s when the backlash began.

People were outraged. How could two eyeshadows cost that much? The conversation quickly shifted from excitement to debate.

Some defended the price by pointing to the high concentration of pearl a more expensive ingredient often used in shimmer and glitter formulations. Others argued that plenty of brands use pearls and other luxury fillers in their products and still manage to price them much lower.

But one point I saw online really stood out to me: Patrick Ta positions himself as a luxury brand.

Now, after taking classes on luxury branding, I personally see Patrick Ta as more of a premium, high-end brand than true luxury but for the sake of this conversation, let’s assume he is aiming for luxury.

If that’s the case, he’s not trying to appeal to the average consumer who’s looking for the best deal on glitter shadows. He’s speaking to beauty lovers who are willing to invest who value not just the product itself, but the name, the experience, the packaging, and the care that goes into it.

When Patrick responded to the criticism online, he explained the pricing by comparing it to other brands, highlighting the amount of pearl used, the product size, and the cost per gram. But this is where, in my opinion, he missed the mark.

One of the defining traits of luxury is that it’s incomparable.

Luxury isn’t about comparing numbers or ingredients it’s about the myth, the story, the craftsmanship, and the emotion behind the product. If you can easily compare a product to another one... is it really luxury?

Still, when I went in-store to swatch them, I’ll be honest they were stunning. The texture, the shine, the way they reflected in different lighting it felt magical. The duos blended beautifully, and when you mixed the two shades together, it created a unique look that felt like something special.

I ended up buying the shade “We Need Better Lighting”, and yes it was an investment. But for me, it was worth it. I truly loved the product, the finish, and how it made me feel. As someone who’s super into makeup (even if just from a consumer point of view), it stood out as something that deserved a place in my collection.

To me, this purchase wasn’t about proving anything or owning something others didn’t have. It was about enjoying beauty for myself, which fits into the “Luxury for Oneself” client category we discussed in class.

At the same time, I understand why others wouldn’t want to spend $42 on two shadows and that’s totally valid. Spending more doesn’t make you frivolous, and choosing not to spend doesn’t make you less of a beauty lover. It’s all about perspective.

In the world of luxury beauty, what matters is how you connect with a product. If you genuinely see value in it whether that’s the formula, the packaging, the experience, or the story then it’s a purchase you can stand behind.

In class, we learned about the 4 types of luxury clients, and it really got me thinking about my own beauty shopping habits. Here's a quick breakdown of the categories:

Luxury for Oneself: buys for personal pleasure, loves craftsmanship and uniqueness, less concerned with logos or signaling.

Luxury for Others: buys for status, recognition, or social validation logos and brand recognition are key.

Aspirational Client: may not have the means yet, but buys entry-level luxury to feel included logo-sensitive, brand-aware.

Affluent Connoisseur: has money and knowledge; prefers niche, understated luxury that reflects heritage and artistry.

At first, I tried to figure out which one I was. But honestly? When it comes to makeup, I think I shift between all four depending on my mood, budget, or what I'm shopping for. With bigger luxury purchases, I can probably pinpoint a category more easily. But with beauty? It changes week to week.

And that led me to this question: Do I care about the brand or logo on my makeup? Does it actually matter to me and if it does, why?

This also ties into something I've been thinking a lot about: makeup dupes.

Let’s take Charlotte Tilbury, for example, probably one of the most duped brands in beauty right now. The Hollywood Flawless Filter has been imitated by both e.l.f. (with their Halo Glow) and L’Oréal (with their True Match Lumi Glotion). Her Beauty Light Wands have been copied by Tarte (which, let’s be real, is borderline luxury or at least premium), and other random internet brands have joined in too.

Dupes are more popular than ever, especially with the rising cost of beauty products. I get it: why spend $50 when you can spend $15 for something close enough?

Personally, I’ve tried both the high-end products and their dupes. Sometimes I prefer the dupe. Sometimes I prefer the original. It really depends. But I do notice a difference most of the time whether it’s in the formula, how it wears throughout the day, how it feels going on the skin, or even just the weight and elegance of the packaging.

Let’s stick with Charlotte Tilbury for now, because I think she’s one of the best examples of a luxury brand whose products are still respected despite being constantly copied. Her brand is rooted in this old-school Hollywood glam the whole “bombshell glow” aesthetic and it feels authentic. It doesn’t feel like it was manufactured for virality, even though it did go viral.

The Hollywood Flawless Filter became huge around 2020, and when it sold out, people waited. There was no quick restock, no desperate flood of new shades; it was gone until it came back in 2021 and sold out again in 15 minutes. That kind of demand felt organic.

Then e.l.f. came out with Halo Glow. I’ve tried it. It’s thinner, more metallic, and doesn’t have the same coverage or finish. But it’s still beautiful. I actually love using it just on my cheekbones as a highlight. So… Do I prefer one over the other? Yes for certain things. But do I feel better than someone who uses the dupe instead? No. Not at all.

And I think that’s what sets makeup apart from other luxury categories. People don’t flex their Charlotte Tilbury like they do their Dior bag or Gucci belt. In makeup, it's more about the product itself than the brand name. It’s about whether you got your hands on the viral product not whether you spent more money on it.

That said, TikTok has really changed the beauty space. Products go viral, sell out, restock, sell out again, and then a new product replaces them. Fast. Especially with the rise of TikTok Shop and commission-based selling, new makeup trends are being pushed faster than ever. It’s created this oversaturated market where everything starts to feel less special.

So, where do I stand? I’ve become picky. When I walk into Sephora or a department store, I swatch everything. I test it. I return things if they don’t work. If I’m going to spend $42 on a product like the Patrick Ta Eyeshadow Duo, I want to love it.

And speaking of Patrick Ta I’ll get into that more in a future post but let’s just say I bought it not because of hype or status, but because it performed beautifully. Two shadows for $42 may seem steep, but the quality and love put into it made it feel worth it. And even though I use it regularly and recommend it, I don’t feel better than someone who uses a $10 glitter from ColourPop. That makes me think I’m mostly the “Luxury for Oneself” client these days.

Of course, I’ve definitely fallen into the Aspirational category too. I bought the Dior Lip Oil once purely because everyone had it. I didn’t even love it that much, but I wanted to belong.

 Photos from: Maddyloves Blog

When we talked about brand narratives and archetypes in class, we identified Dior as the “Princess” archetype and that instantly brought back memories of Dior’s limited edition collectible beauty jewelry.

In the early 2000s, chunky statement jewelry was a major trend, and Dior managed to lean into it flawlessly capturing the princess aesthetic in such a unique and magical way. They created pieces that looked like high-end jewelry bracelets, necklaces, keychains, even mini handbag charms that opened up to reveal makeup inside, like lipsticks, glosses, or blush. Imagine a locket... but elevated with Parisian elegance and your favorite lip gloss inside.

I found a gorgeous archive of these pieces on a blog called Maddyloves, where the author shares her passion for Dior’s collectible beauty items. The photos show compact makeup hidden inside iconic accessories including a mini replica of a Dior handbag. These weren’t just novelty items; they were truly luxurious and incredibly well-designed.

What I love most is how perfectly these pieces align with Dior’s brand identity. They’re opulent and ornate, but still playful and fun exactly what you’d imagine a modern-day princess pulling out of her clutch. A diamond-studded pendant that doubles as lip gloss? Genius.

When we think about high-end luxury accessories today, we often picture minimalist, “quiet luxury” a single diamond stud, or understated gold hoops. And on social media, chunky statement jewelry is considered “out.” But personally? I’d absolutely wear a chunky Dior necklace if it secretly held my favorite lipstick. That mix of functionality and fantasy is what makes beauty feel magical.

Recently, Dior had a ring containing two different shades of lipstick go viral on TikTok, reigniting interest in their collectible beauty jewelry. Now, people are hunting down these vintage items on resale sites like eBay and Etsy, where they go for anywhere between $100 and $200 depending on condition and authenticity.

It reminds me a lot of the Vivienne Westwood orb lighter necklace that blew up in 2021. The piece, which appeared in the anime Nana, became iconic for its symbolism in punk culture luxury, rebellion, and individuality all rolled into one. It was practical, beautiful, and deeply rooted in the designer’s history. That’s what made it timeless.

Which brings me to my question: Why don’t more brands create fun, story-driven pieces like this anymore? These kinds of items are still incredibly elegant and brand-aligned but they add imagination and novelty to beauty. I truly believe Dior could revive this concept as a limited-edition collection. It would be a refreshing alternative to endless palette re-releases.

Studying these kinds of pieces shows how deeply brands once embedded their identity into their products how easily they tied in history, fantasy, and luxury. Somewhere along the way, that creativity has faded from the beauty world, but it’s definitely something we can bring back.

Personally, I’d love to see Dior re-release their dog tag bracelet one of my favorite designs from the collection.