1. Understanding Luxury Shoppers, UHNWIs, and the Science of Mind Reading -- 2. Profiling Luxury Shoppers, Emerging Markets, and the Sense of Vibration -- 3. Identifying Profitable Markets, eVTOLs, and the Physiology of Luxury -- 4. Turning Features into Benefits, Luxury Lifestyle, and the Sense of Motion -- 5. Creating Game-Changers, Sustainable Luxury, and Beauty OCD -- 6. Spotting the Right Positioning, Luxury Gifting, and the Sense of Colors -- 7. Designing Luxury Brands, Hard Luxury, and the Epigenetics of Success -- 8. Creating a Unique Style, Affordable Luxury, and the Magnetic Sense -- 9. Expanding Luxury Brands Internationally, Space Travel, and the Power of Defying the Elements -- 10. Reaching Luxury Shoppers, Travel Retail, and the Sense of Time -- 11. Building Iconic Luxury Brands, GenAI, and the Gift of Foresight -- 12. Finding the Right Influencers, KOLs, and the Sense of Smell.

This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology. The author presents inspiring business cases like Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy Cointreau, FENG J, Moncler, Louboutin, or Raffles Dubai in industries such as Fashion, Automotive or Leisure. The book highlights groundbreaking scientific methods - like the Derval Color Test® taken by over 30 million people - to help predict luxury shoppers’ preferences and purchasing patterns. Game-changing and unique features of successful luxury brands are decoded. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.