At TishTash Communications, we have over 12 years of experience working with brands wishing to reach all types of consumers in the beauty, health, and wellness space. From mass FMCG brands to niche brands, through to luxury high-end brands. For us, it all comes back to understanding the brand’s target audience well and developing a strategy and plan to reach them best and meet their needs.
Luxury brand marketing and public relations (PR) is no different, it just requires you to tap into the mindset, wants, and needs of your target audience. It requires you to focus on maintaining and enhancing the image and reputation of the brand in all you do.
When it comes to understanding how to market and PR high-end luxury brands, here are five key things it’s important to keep in mind:
- Storytelling and Heritage
If you think of most luxury brands, you will notice that the majority have rich histories and heritage, which they always leverage in their marketing and PR campaigns. Storytelling is crucial, where brands narrate their legacy, craftsmanship, and values, creating an emotional connection with their audience. You will often see this storytelling and the heritage brought to life in marketing and activations to bring target audience consumers on the journey with the brand.
One of our favorite modern-day high-end beauty brand stories is that of Augustinus Bader. Professor Augustinus Bader was the director of cell techniques and applied stem cell biology at the University of Leipzig. After developing a wound gel to heal a four-year-old with third-degree burns, he became known as the man who could create new skin. Having met French entrepreneur Charles Rosier, over a decade ago, due to his interest in medicine. He wondered if they could use the medical-grade Hydrogel to create a skincare product. It took a while to convince the professor, but they co-founded Bader Group and rolled out two items, The Cream and The Rich Cream in 2018 well the rest is history and today we have the formula for a cream that has captured hearts, minds and well made a lot of money.
Does your brand have a legacy, a heritage, or a strong story? If not, what can you focus on to bring the brand to life for your target audience?
- Exclusivity and Prestige
When it comes to luxury brands, you must ensure that every aspect of a campaign, event, activation, or launch emphasizes exclusivity and prestige. From the venue to the invite, and guest list and down to every touch point and interaction, it all needs to be consistent with high-end and of course the brand guidelines and tone of voice.
A luxury brand campaign is not intended for everyone and it needs to look that way with a sense of exclusivity, desirability, and rarity around it and the brand and their products. Often this is further brought to life through limited editions, high price points, and selective distribution channels. Every single element of execution, operations, marketing, and communications comes together seamlessly with exclusivity and prestige.
At TishTash, often we will bring high-end luxury product launches to life with physically delivered event invites or press kits. Our press releases are written in a way that oozes style and sophistication to get the messaging across in the right way. Events are designed with the utmost attention to every detail and every step of the journey is planned to perfection. Even down to the scent at the venue and guest personalization – we have it covered.
- High-Quality Visuals and Content:
As you will know, luxury brands invest heavily in their content and high-quality visuals. From award-winning photography, and graphic design, all brought to life in emotive video, this is essential in any high-end luxury campaign and its execution. This includes meticulously produced advertisements, editorials, and social media posts that reflect the brand’s aesthetic and attention to detail. The goal is to create a visually appealing and aspirational image.
Our team at TishTash is highly experienced at both bringing global campaigns to life in a regionally relevant way, as well as designing campaigns for new regional luxury brands from scratch too. Our branding, design, and content teams are always on hand to add a special touch. If we can’t do it in-house, we have a black book of contacts who can.
- Events and Experiences
Exclusive events and experiences are a key part of luxury brand PR and this is something we at TishTash are known to excel at – we’ve even won awards for it.
These can include exclusive intimate dinner parties, private first-look viewings, intimate product launches, fashion shows, press trips, and bigger VIP parties.
These events and activations are designed to create buzz, attract media attention, and offer media and influencers a beautiful first-hand experience of the brand’s world, which in turn helps the brand reach its target high-end audience.
One beauty brand we love that is doing a great job here is Gucci Beauty, curating wow dinner parties and activations we’re all desperate to attend.
- Celebrity Endorsements and Influencer Collaborations:
Nothing says exclusive and high-end like partnering with celebrities and influencers. A commonly used tactic by luxury brands, getting your products worn or used by high-profile personalities, A-List celebrities or the most sought-after influencers does work and will significantly boost brand visibility and desirability.
Working with the right people and on collaborations that are carefully curated to align with the brand’s image and values, is a powerful tactic and one we relish taking on. From the hottest regional to international stars, we can make it all happen.
If we can help you with your next event or campaign, remember, we’re always here If you need us.
