Why Soap and Toothpaste Become Symbols of Wealth
Status symbols don’t necessarily have to be on display – this trend from the world of fashion has gained such momentum that it has spread to other aspects of life, including the cosmetics business. The “quiet luxury” manicure (expensively done, possibly adorned with Swarovski crystals, iridescent shimmer, but outwardly simple and understated) is nothing compared to the grandeur reigning in the beauty world. Hidden from the world, luxurious personal hygiene products have not only become in demand but surprisingly profitable. These concealed status symbols are tucked away in the bathroom, and no one will ever see them – and that’s precisely one of the elements that makes them attractive.
It is believed that interest in health and personal hygiene products is at an all-time high since the pandemic. The reason for this surge is clear: during that time, everyone was stuck at home and obsessed with cleanliness. As a result, there was a demand not just for hand sanitizer but for one that smells good, preferably with your favorite fragrance; not just ordinary laundry detergents, but ones with the scent of musk or iris; not just an average air freshener, but one that also kills harmful bacteria while creating an olfactory effect like in an upscale hotel lobby. Aesop, Jo Malone London, Diptyque, Byredo, and Molton Brown are true gurus in the realm of high-end personal beauty products, not to mention the classics like Hermes or Bvlgari soap.
Perhaps “quiet luxury” will ultimately triumph over the “loud” – deliberately bright and expensive fragrances or designer-packaged lipsticks and eyeshadows. Predictions for the pursuit and creation of personal comfort are now quite certain.
