How Prestige Beauty Customers Define Value Today
At The Business of Beauty Global Forum 2025, industry leaders gathered to discuss the evolving landscape of prestige beauty, with a significant focus on consumer expectations. Unilever Prestige’s CEO, Mary Carmen Gasco-Buisson, emphasized during her conversation with Johanna Stout, BoF’s chief business officer and head of beauty, that the definition of value in the prestige beauty sector is undergoing a transformation. As consumers become increasingly discerning, brands must adapt to these changing perceptions to thrive in this competitive market.
One of the key insights shared by Gasco-Buisson is that today’s consumers are not merely seeking high-quality products; they are looking for a holistic experience that encompasses various aspects of their lives. Value is no longer determined solely by the price tag or product efficacy; it also includes factors such as sustainability, brand transparency, and social responsibility. This shift represents a significant change in how prestige beauty brands must position themselves to attract and retain customers.
Sustainability has emerged as a critical component of value. Studies have shown that a significant portion of consumers, especially millennials and Gen Z, are willing to pay a premium for products from brands that prioritize environmental responsibility. Gasco-Buisson pointed out that Unilever Prestige is committed to reducing its environmental footprint while ensuring that its offerings align with consumer values. This includes initiatives such as sustainable sourcing, eco-friendly packaging, and carbon-neutral production processes. Brands that can effectively communicate their sustainability efforts often find themselves rewarded with customer loyalty and an enhanced brand image.
Another aspect that defines value for prestige beauty customers today is transparency. Modern consumers demand to know what goes into the products they use. They are increasingly educated about ingredients and are scrutinizing labels for harmful substances. Gasco-Buisson highlighted that brands must be open about their formulations and sourcing practices. This transparency not only builds trust but also aligns with consumers’ desire for authenticity. When a brand is transparent about its ingredients and production methods, it resonates more strongly with consumers who value honesty and integrity.
Social responsibility is equally vital in defining value in the prestige beauty space. Customers are increasingly considering a brand’s societal impact before making a purchase. Brands that engage in charitable initiatives or support social causes are often viewed more favorably. Gasco-Buisson mentioned that Unilever Prestige actively supports various social initiatives, which enhances its brand value in the eyes of consumers. In a market saturated with options, companies that prioritize social responsibility can differentiate themselves and attract a loyal customer base.
In addition to these factors, Gasco-Buisson noted that the luxury experience itself is evolving. Prestige beauty customers are looking for personalized experiences that cater to their individual needs. Brands that leverage data analytics to understand consumer behavior and preferences can offer tailored recommendations, enhancing the shopping experience. This personalized approach adds significant value, as it demonstrates that the brand understands and cares about its customers.
Moreover, the rise of digital platforms has revolutionized how prestige beauty brands interact with consumers. Social media, online reviews, and influencer marketing have become integral to the purchasing journey. Gasco-Buisson remarked that brands must not only maintain a strong online presence but also engage authentically with their audience. By leveraging user-generated content and collaborating with influencers who align with their brand values, companies can foster a sense of community and loyalty among consumers.
The definition of value in the prestige beauty market is multifaceted and constantly evolving. As outlined by Gasco-Buisson at the Business of Beauty Global Forum 2025, brands need to adapt to these new consumer expectations by focusing on sustainability, transparency, social responsibility, personalized experiences, and effective digital engagement. By doing so, they can not only meet but exceed the demands of today’s discerning beauty consumers, ultimately leading to long-term success in the industry.
As the prestige beauty landscape continues to shift, companies must remain vigilant and responsive to these trends. Those that can successfully integrate these elements into their brand strategy will likely find themselves at the forefront of a dynamic and lucrative market, redefining what it means to deliver value in the beauty sector.
prestige beauty, consumer expectations, sustainability, brand transparency, social responsibility