Why Prestige Skincare Brands Outlast Every Trend

Most prestige skincare brands are trying to win the category the same way everyone else is: louder launches, faster trends, more content, more claims.And yet the brands that endure often do the opposite: they build credibility slowly through expertise, trust, results, and a consumer experience that feels guided rather than sold.In this episode, we explore why professional skincare still wins in a market obsessed with speed, trends, and influencer launches, and why heritage brands can’t rely on history alone to stay relevant.I speak with Rodrigue Chastenet de Géry, General Manager of Payot Australia, about what prestige actually means when you’re sold through professionals, not hype. We explore why expert-led distribution still matters in an era of influencer overload, how selectivity protects brand equity, and why intuition still matters when data alone can’t explain consumer behaviour.Inside this episode:Why French heritage only matters if consumers still trust itWhy professional distribution builds trust faster than influencer marketing ever willHow selectivity protects brand equity (and where brands get it wrong)What digital should do in prestige skincare: support expertise, not replace itWhy expert-led guidance is becoming more valuable as choice overload growsThe data problem in professional channels and how leaders make decisions anywayHow to balance innovation with consistency without chasing trendsWhere AI can help (and where it can quietly dilute the brand) LINKS:Newsletter: www.luxeconsumeriq.com/newsletterJoin the course waitlist https://www.luxeconsumeriq.com/waitlistInstagram: https://www.instagram.com/luxeconsumeriq/YouTube: https://www.youtube.com/@luxeconsumeriqABOUT PAYOT:https://www.payot.com/