How does one create luxury? Many beauty brands use packaging to convey prestige and add value to their products. A comparison of leaders in the category reveals similar strategies for materials, shapes, color, typography and imagery. Not surprisingly, certain visual and material cues have become synonymous with luxury. If an established or emerging brand aims to stand out in this crowded space, the brand might decide to go against these canons. In recent years, some new trends have emerged that are redefining what luxury means and looks like.