It is an undeniable fact: luxury will always be associated with product quality, the lavishness of its elements and, above all, its high prices. But the new luxury is measured more in terms of equanimity and democratic prices without compromising one iota of quality. A true oxymoron that has become a reality, among other things, thanks to new production systems, such as biotechnology, which is achieving more advanced active ingredients, but at a lower cost.
High-quality products characterized by a less prohibitive price, according to some experts, is the essence of the new green luxury. Because a more adjusted price does not mean lower quality, but rather deeper research behind it to achieve higher quality at an affordable price. By the way, something more difficult to achieve than creating a very high-quality but very expensive product.
“More than the cost of each particular ingredient, what matters most to me is that said ingredient is available in large quantities. In my case, for example, biotechnology derivatives for Twelve Beauty, but starting from a plant substrate, or molecules of natural origin, has been the hyaluronic acid present in Ideal Moisture Level Serum. Also Superoxide Dismutase, the star antioxidant present in our bestseller Rapid Eye Treatment,” adds Pedro Catalá, alma mater of Twelve Beauty.
The Most Plausible Price
“More than talking about the price of ingredients (where it is true that there is an impact on the final cost of the formula), one of our priorities is to offer the purest and highest quality (the degree of purity is directly proportional to the price of the ingredient). In our case, what determines the price at Twelve Beauty is its 'craftsmanship'. The manual labor and hours invested in each micro-batch. Despite having the latest technology, the human touch is the key ingredient in every product,” clarifies Pedro.
Purifying Cleansing Beauty Cream, from the Twelve Beauty collection, is the highest quality product at an adjusted price. “Its high emollient content and its complexity to elaborate it make it a product that should have a higher cost than it actually has,” comments Pedro. “But I wanted it not to be expensive, as it is a strategic product. Many consumers make their first contact with a brand through its cleansing range, as it is one of the pillars of the beauty routine,” he concludes.
On the opposite pole: Intelligent Frontier Facial Oil
“There are two reasons why Intelligent Frontier Facial Oil is the most expensive product at Twelve Beauty. The unsaponifiable fractions of vegetable oils, which are their most precious part. And its complex extraction method in small quantities, which makes its price spiral,” reveals Pedro.
“If we consider that 1 liter of vegetable oil can cost around 30 euros, 1 liter of its unsaponifiable fraction is worth at least 600 euros. Furthermore, during the product study, very costly tests were carried out to verify its stability, since this fraction, which offers so many benefits for the skin, oxidizes easily,” he concludes.
Following it is The London Mask, what justifies its price? “In this case, it's not so much the ingredients, but its strictly manual elaboration. It takes 3 days to get just about 50 units. By mixing it by hand, it allows me to create an emulsion to experience clays like the skin has never felt them before,” maintains Pedro.