Brand Strategy

Augustinus Bader built its reputation on £300 creams, cutting-edge science, and a carefully curated luxury aura. Now it’s launched Dua by AB Science with Dua Lipa – a cheaper, separate line powered by a new TFC5 complex and sold on its own website. Is this smart brand architecture or a move that quietly undermines the original Bader promise, confuses loyal clients, and devalues high-priced collabs like Victoria Beckham Beauty?

Luxury has never been about discounts — it’s about discipline. Yet every Black Friday season, “premium” brands flood inboxes with offers that quietly reveal the truth: some labels maintain price integrity, others simply maintain a logo. In this article, I break down how true luxury houses protect their value, why frequent sales damage brand perception, and the rare moments when a controlled pop-up sale can work without cheapening the brand.

As mass-market retail goes all-in on digital, luxury brands are making a conscious pivot back to physical brick-and-mortar stores. Discover the key reasons behind this counterintuitive trend, from risk mitigation to relationship building.

Driven by the disappointment of the L'Oréal collaboration, this conceptual Mugler makeup line offers a vision for future Creative Direction. Explore a high-fashion, "cosmic goddess" collection featuring The Nebulas palettes and the revolutionary Celestial Veil fragrance glow stick—a blueprint to ensure Mugler's DNA translates into bold, successful luxury cosmetics.

I get these questions all the time — from beauty founders over coffee, fashion creatives mid-launch panic, and even friends who still think I “just do logos.” So here it is: a no-fluff Q&A about what brand strategy actually  means, why creative direction isn’t just about pretty pictures, and how you can make your brand feel more like a world people want to live in. 1. What does a brand strategist actually do? It depends on the project. If I’m creating a brand from scratch or