Unleashing Your Team’s Creative Genius to
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and Profitable Business Growth





Great ideas don’t just happen – you have to work at them. We are here to help you with some shortcuts – tips and techniques for getting those creative juices flowing. We have created the A-Z Guide To Creativity and we are now up to the letter “L.” So let’s get started with this new creative concept.

L is for “Luxury.”


A LUXURY is defined as “a pleasure out of the ordinary allowed to oneself” or “a material object or service conducive to sumptuous living, usually a delicacy, elegance, or refinement of living rather than a necessity.” Another definition is “the enjoyment of comforts and pleasures in addition to those necessary for a reasonable standard of well-being.”

The concept of LUXURY seems to conjure up images of “the good life” or the life of the rich and famous. Although everyone’s idea of LUXURY is different, there’s one trait in common – the high price! To some it might be diamonds and jewelry, a sports car or yacht, or maybe 5-star restaurants and high end resorts. To others it might be some me-time to get a massage and manicure. No matter what, whether the new product has a contemporary, sleek style, a distinctive package, or has incorporated a new technology, a higher price tag is a definite result when talking about creating LUXURY items.

Think about your target consumer and what the word LUXURY would mean to them. Would your customers consider your current product a LUXURY item? If not, how do you make your product a LUXURY to them?

LUXURY brands have different ways to make you feel special. Think about the product form, the benefits, the package graphics and the structure it comes in. Change one or more elements to create a LUXURY product.

Here are some ways other companies have executed the concept of LUXURY to make us feel special:

• Tiffany’s – Yes, the product itself is considered a LUXURY, but the brand maintains its brand essence in the manner in which the item makes its way home. They always use their robin-egg blue color and classic box as a consistent reminder that you have a special Tiffany’s product. I don’t know any woman that would EVER throw out that infamous box:)

• Lexus – This LUXURY car brand not only has incredibly designed showrooms and customer waiting rooms, they even give you free car washes for life when you purchase a vehicle. You can’t help but feel special about owning a Lexus and with special treatment like that, they keep you coming back to the dealership for maintenance and upkeep.

• Godiva Chocolate-Covered Strawberries – Featured in a glass case and marketed as “made fresh daily,” they create a setting that makes eating that fruit a simple LUXURY.

• Micro-Beers – Made in small batches with unusual flavor combinations, micro-beers are a simple way to treat your palate to a mini vacation.

It doesn’t take much to bring a simple LUXURY into your life or to your customers’ lives. Take a moment to think about your product line. What would you do to make it more upscale and luxurious? Would it be an exotic ingredient, a new technology, or a packaging change using a unique new material or distinctive shape? Is there a complementary product that should be offered to enhance the customer’s experience – possibly a loofah or special brush, a drink glass or maybe a carry case? Expand the possibilities – what if the ingredients were sourced from the Mediterranean? What if a famous chef was preparing this food, or a famous dermatologist was creating the formula for this moisturizer or beauty product – what would they do to it? Play around with as many options as possible and see what happens to your product. We bet you will come up with at least 10 ways to make it a LUXURY to your customers. Good luck!

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