Brand Perspectives
CANNES LIONS 2026: WHAT THE WORLD’S MOST CREATIVE FESTIVAL IS CONFIRMING ABOUT LUXURY
Theme: Cannes Lions 2026 The Cannes Lions International Festival of Creativity closed its 73rd edition last week on the Croisette — and it did...
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AGEING WELL: BEAUTY’S NEW ROLE IN THE LONGEVITY SKINCARE ERA
Theme: Longevity skincare The beauty industry is being asked a different question. Not how to erase the signs of time — but how to...
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VIVATECH 2026: WHAT BEAUTY’S TECHNOLOGY RACE IS REALLY BUILDING
Theme: VivaTech 2026: Beauty & Technology Last week in Paris, Europe’s largest technology event became, for four days, a laboratory for the future of...
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MEANING IN LUXURY BRANDING: BEYOND COMMUNICATION — WHY CULTURAL SIGNIFICANCE OUTLASTS MESSAGING
Theme: Introducing MAENA (2/2): A New Lens on Luxury Brand Strategy There is one question that drives most brand strategy meetings. It is not...
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WHAT IS MAENA AGENCY — MEANING AS THE MOST OVERLOOKED LEVER IN LUXURY BRAND STRATEGY
Theme: Introducing MAENA (1/2): A New Lens on Luxury Brand Strategy Behind every agency is a conviction. This is mine — and why I...
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FATHER’S DAY AND THE LUXURY GIFTING PARADOX
The decline of modern luxury codes (3/3): Father’s Day and the Conformity of Commercial Moments After exploring the uniformisation of luxury aesthetics and the...
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LUXURY AMBASSADORS STRATEGY AND THE EROSION OF DESIRE
Theme: The decline of modern luxury codes (2/3): The Saturation of Faces An exploration of how the overexposure of brand ambassadors is diluting luxury’s...
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LUXURY BRANDING AND THE LOSS OF SINGULARITY
Theme: The decline of modern luxury codes (1/3) – The standardization An exploration of how luxury codes are becoming increasingly homogeneous, and what brands...
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