Luxury isn’t created by high prices. It’s created by the right products, the right stories, and the feeling of having discovered something special.
In the DMEXCO podcast, Nina Kristin Pütz, CEO of parfumdreams and Niche Beauty, discusses the mechanisms behind luxury commerce. She explains why some brands deliberately remain exclusive, how new beauty brands are discovered, and why the search for the next big name never ends. She offers insights into a business that often operates by rules entirely different from those of traditional e-commerce.
It’s not just about products and brands. Purchasing behavior is changing, too. While many retailers are competing for new customers, Nina Kristin Pütz observes a different trend at parfumdreams and Niche Beauty:
“Our VIP tier—that is, the customers who spend the most—is growing the fastest. Because it’s growing so well, we recently even launched a new premium tier with another level above it.”
Between Exclusivity and Growth
Eighty new brands in a single year, customers with high four- and five-figure beauty budgets, and products that are still considered insider tips today but will be in demand worldwide tomorrow: In luxury e-commerce, trends must be identified early, and exclusivity is a decisive competitive advantage, reports Nina Kristin Pütz.
The conversation also addresses how unknown brands become coveted “love brands,” why some bestsellers eventually no longer align with a brand’s positioning, and why finding direction in an overcrowded market is becoming increasingly important.
The future of beauty commerce is also discussed: What role do AI and personalization play? How is product search changing? And how can you maintain both growth and desirability at the same time? You’ll find the answers to these questions in the latest episode of the DMEXCO Podcast!
Be sure to give it a listen!
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