Universe of Luxury

Universe of Luxury

• Maille - mustard brand 
• Moët & Chandon - French fine winery and co-owner of the luxury goods company LVMH Moët Hennessy Louis Vuitton SE

Ladurée - high-end pastries and candy

1. Market Trends
2. Market projections

https://www.credenceresearch.com/report/luxury-foods-market

• Moët & Chandon - French fine winery and co-owner of the luxury goods company LVMH Moët Hennessy Louis Vuitton SE

Moët Expériences: https://business.ladn.eu/news-business/actualites-annonceurs/moet-experiences-nouvelle-plateforme-digitale-de-moet-chandon/ 

https://www.terredevins.com/actualites/barometre-sowine-dynata-quelles-sont-les-grandes-tendances-de-consommation-vin-en-2022 

• Ladurée - high-end pastries and candy 

The Macaroon arrived in France in the Renaissance: although there are several theories. The most replicated maintains that Queen Catherine de Médicis ordered macarons to be offered to the guests at the wedding of the Duke of Joyeuse. From there, it became part of the French court of Louis XVI, it went from being a simple Italian almond paste to accompanying Marie Antoinette at tea time, thus becoming a symbol of delicacy, prestige and social class. The macaroon is a new trend in the consumer society that encourages consumers to consume goods and services in large quantities, for reasons of waste and superiority. Sociologist Jean Baudrillard argued in his 1970 book Consumer Society that consumption is no longer a way of satisfying one's needs, but rather a way of distinguishing oneself. Because one way or another, consumers walk out of a big box store with a big Ladurée bag and stand out from the crowd.

Vegan Products: After months of research and teamwork, March 12, Ladurée has just presented its first two vegan macarons: pure Peruvian chocolate with 70% cocoa and coconut caramel. The wide range of macarons from the legendary Parisian patisserie thus adds its first two references in which this product does not contain butter, cream or egg whites. The precedent for this step is found in the vegan restaurant that its owner, David Holder, has in Los Angeles.

With this launch, Ladurée, founded in 1862, maintains its philosophy of accompanying the changing tastes and behaviors of each era. Currently one of the great global challenges is to eat better, less and consciously, preserving the planet's resources. For this reason, this pastry temple has joined the motto "think green" and has faced the challenge of designing these macarons without resorting to essential ingredients in this preparation such as egg whites or butter.

Influencers: In 2016, the same day that Ladurée launched its collaboration with Chiara Ferragni, it also launched its website. The macarons brand understood that we are in the digital age and that it is vital to have an online presence regardless of which target you are targeting, for this reason, the brand took advantage of the reach of the influencer. 

Ladurée, famosa por sus macarrones, pretende serlo para los productos de belleza. ¿Qué tienen en común los dos universos? ¡La almendra, por supuesto! Es uno de los ingredientes principales de la receta de los macarrones, pero también es conocido por sus propiedades hidratantes. Así que el pastelero da el paso y se convierte en un as de belleza ofreciendo seis productos cosméticos a partir del otoño. Los tratamientos corporales y faciales se venderán entre 18 y 69 E. Guiño: los tapones de los frascos tienen la forma de un... macaron.

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