The Market Logic of Luxury Skincare Products: A Study on the Synergistic Effect of SK-II's Pricing Strategy and Consumer Psychological Driving Forces

Yusen Wang

2025

Abstract

This study takes the luxury skincare products market as the background and focuses on the synergy between SK-II's pricing strategy and the psychological driving forces of consumers. Through literature analysis and case studies, it explores the characteristics of the luxury skincare products market, SK-II's pricing strategies, and their interaction with consumer psychology. The research finds that SK-II has successfully established a high-end brand image through high-price positioning, differentiated pricing, and price maintenance strategies. At the same time, psychological factors such as consumers' self-identity, social identity, and emotional experience form a synergy with the pricing strategy, jointly promoting the brand's market success. This study provides theoretical basis and practical guidance for the pricing strategy formulation and brand management of luxury skincare products enterprises. The luxury skincare market, as an important part of the high-end consumer goods industry, has been in a growth trend and demonstrated unique market logic. With the upgrading of consumers' pursuit of a quality life, luxury skincare products not only carry out basic skin care functions but also become a part of identity symbols and consumption culture. In this market landscape, SK-II, with its high-end positioning, unique brand story and pricing strategy, has occupied an important position in the global luxury skincare market. Its success is not only reflected in the recognition of product efficacy, but also in the deep interaction between pricing strategy and consumer psychology.

Paper Citation

in Harvard Style

Wang Y. (2025). The Market Logic of Luxury Skincare Products: A Study on the Synergistic Effect of SK-II's Pricing Strategy and Consumer Psychological Driving Forces. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 87-93. DOI: 10.5220/0013833300004719

in Bibtex Style

@conference{iceml25,
author={Yusen Wang},
title={The Market Logic of Luxury Skincare Products: A Study on the Synergistic Effect of SK-II's Pricing Strategy and Consumer Psychological Driving Forces},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={87-93},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013833300004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - The Market Logic of Luxury Skincare Products: A Study on the Synergistic Effect of SK-II's Pricing Strategy and Consumer Psychological Driving Forces
SN - 978-989-758-775-7
AU - Wang Y.
PY - 2025
SP - 87
EP - 93
DO - 10.5220/0013833300004719
PB - SciTePress