Retail 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.

When Mugler and L'Oréal Paris collaborated on a makeup line, the result should have been an explosion. Instead, it was a silent launch and a collection that fundamentally betrayed the House's shocking, architectural DNA. We review the products and dissect the strategic failure.

When Miu Miu launched Miutine, they didn’t just drop a fragrance with a floral arrangement. They sent creators a PR box with only the fragrance + a branded mic — simple, useful, and high impact. By avoiding adding useless gadgets, they reduce waste and ensure every item gets the spotlight. (Creators will use a mic; they will not keep dried flowers.) Their campaign got the industry talking —   Miu Miu   is now a case study in how intelligent PR actually works. But here’s the p