#mkt350

In our previous class, we discussed the importance of digital platforms and internet consumerism in the world today and how they have changed/modified our culture over time. The downfall of Toys R Us was one example given. “Why would I drive to the store to pay more for something that I could get shipped to me, for cheaper, from Amazon?” That seems to be a question a lot of consumers, including myself, are asking as of late. I work in a retail store and I always overhear customers discussing Amazon’s pricing and shipping options in comparison to ours or nearby stores. Amazon has invested a lot of its earnings back into the business over the last 20ish years to get the company to where it is today. It is a well oiled machine that is steadily gaining momentum, while many brick and mortar and retail outlets are seeing decreases in sales year after year. Not only do these retail stores need to compete with the online prices Amazon offers, but their websites need to maintain whatever ground they have left. People are most likely going to choose FREE 2 day (sometimes same-day) shipping from Amazon, than choose the $3.99+, 3-5 business day shipping offered by many retail websites. 

Let’s rewind. Human beings first had to hunt for survival. Then we settled down and grew our own crops. Then we built machines to help us harvest better yields. Amazon is humanity’s machine, and consumption is our crop. Amazon helps us satisfy the desire for *things*. If Amazon didn’t exist, another form of it would. That company continues to grow because we continue to desire *things*, mostly unnecessary things. Think about it; how many “self storage” places exist nowadays? That is an entire industry based around having a place for peoples things; things that weren’t able to be stored in their house (likely because they have too many things already). 

Humanity’s desire for constant consumption and instant gratification has allowed Amazon to become what it has become. People may blame Amazon for the closing of some small businesses or the decline of brick and mortar stores. But at the end of the day, we, as consumers, decide where to shop. Amazon shouldn’t be blamed for giving us the service we desire, should they? Amazon, Netflix, and different social media platforms are all varying forms of consumption. Amazon = products/stuff/things (money) . Netflix = Entertainment (Time spent). Social Media = Connections/Entertainment (time spent). We spend money we don’t have on things we don’t need. We base our success on other peoples success. We base our self esteem on how we feel we look compared to others. We buy things and spend long hours on entertainment so we don’t miss out, so we have the latest phone or shoes, so we feel good. We NEED to consume. That has become part of the human condition.

The stereotypes of Millennials being on their phone 24/7 can now be broken. New Study by Nielsen Holdings on Social Media, came out that Generation X is  more addicted to social media than Millennials.

Adults  from 35 to 49 were found to spend an average of 6 hours 58 minutes a week on social media networks, compared with 6 hours 19 minutes for the millennials.

A 29-page report was released on January 17, it was based on data from 9,000 smartphone users and 1,300 tablet users across the country from July through September.

The report  found 97 percent  of people 18 to 34, and 94 percent of people 35 to 49, had access to smartphones. And 77 percent of those 50 and older had smartphones.

Neilsen Holdings  also analyzed which social networks were most popular on smartphones. They  found that Facebook still dominated on mobile, with about 170 million  users in September. It was followed by Instagram, with 91 million  users; Twitter, with 82  million users; and Pinterest, with 69 million users.

Sean Casey, the president of Nielsen’s social division, said the findings has surprised him because “the going thought is that social is vastly owned by the younger generation.”

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.