“Premium” facial care products encompass both performance and emotional characteristics.
“They reassure me. I think they contain good ingredients and are good for my skin. For facial care, I would rather buy a more expensive product than supermarket brands.”
“You know you are going to be beautiful.”
Consumers believe that the package is expected to be an extension of the product.
“I want to enjoy handling the package.”
“When you think of premium products, you expect nice finishes, nice details that mid-range brands won’t have thought of.”