The packaging of Clive Christian No. 1 is the main driver of the price, and this is the key point about luxury fragrances. The scent is important, but it is still a sideshow to the presentation of a bottle and the luxury credentials of the brand. For the new generation of emerging market trendsetters, with cash to spend, the core of luxury attraction is related to how much a brand says about its social status. It is aspirational consumption on a scale that fast-moving consumer goods markets have never seen before.
— Read more at Super Premium Beauty on Cusp of a New Era of Growth at GCI.