Abstract
The feeling of luxury in cosmetics is the most important quality for all price classes. In the present study, we paid attention to the relation between the skin feel and the feeling of luxury in comparison with the high prestige brand and the low-priced brand. The purpose of this study was to clarify what kind of qualities made the customer aware of the feeling of luxury. In addition, the skin feel in a time series was analyzed, and the features of the feeling of luxury were clarified. The relation between the skin feel and the feeling of luxury was specified from the change in the evaluation structure by using Structual Equation Modeling (SEM). The way to improve the feeling of luxury in two brands is discussed.
