What is a Little Luxury?
A Little Luxury, as defined by Luminosity Marketing, is a product or
service that consumers WANT, but don't necessarily NEED. Different
consumers categorize Little Luxuries differently, based on their
personalities and disposable income levels, but the overall definition
remains the same: these are relatively small-ticket items that satisfy consumers' emotional, rather than rational needs.
What is the Little Luxuries Project?
The Luminosity Little Luxuries project is a series of marketing research
studies that focuses on products
and services that fall into that category. Given the current economy and the evolving relationship consumers have with Little Luxuries, we started this project in order to help marketers better position and communicate their product benefits. The ultimate goal is to determine how to position brands as necessities in the minds of consumers, rather than as Little Luxuries.