La Mer vs. the World

Let’s start with two jars of cream. One is $6, the other is $4,225. Both have the same base ingredients. But one is a fantasy, the other is just moisturizer.

That’s the difference between storytelling and selling. Between the hobbyist and the true artist.

The Hero Mechanism

Here’s the magic trick. You take an ordinary product, slap on a proprietary feature, and suddenly it’s extraordinary. La Mer has its "Miracle Broth." It’s fermented with light and sound, apparently. Sounds like a science experiment—but that’s the point. Wrap it in mystery, give it a name, and it stops being a cream. It becomes a conversation.

True artists know this game. They don’t sell utility; they sell meaning. The hobbyist? They’re still trying to justify the price by listing features.

Old Money vs. New Money

Old money doesn’t fall for it. They know better. They don’t buy a brand; they commission a legacy. Their cream isn’t from a glossy department store. It’s from a family chemist, passed down through generations. Their suits aren’t from a "proprietary collection." They’re bespoke, cut to perfection on Saville Row.

New money, on the other hand, loves a brand story. Loves a logo. They’re buying validation. They’re afraid of maturity, so they chase youth in jars and labels. Old money embraces each stage of life with dignity. New money fights it with marketing.

Selling Exclusivity

Exclusivity is another trick of the trade. Call it “limited edition.” Say it’s hard to source. Make it sound rare. Scarcity makes people scramble, and suddenly a $6 cream is worth $4,225.

But true artists—like La Maison du Pastel—don’t play games. They’ve been handcrafting pastels the same way since the 1700s. No gimmicks. No "proprietary process." Just the real thing. That’s what separates the true artist from the hobbyist. One focuses on the craft. The other focuses on the customer.

Fear Sells

Behavioural science is the paintbrush here. Fear of loss? That’s loss aversion. "Buy this or lose your youth." Fear of missing out? That’s scarcity and exclusivity. You layer in the halo effect—lab coats, clinical terms—and suddenly your product isn’t just cream. It’s a miracle in a jar.

But here’s the catch: old money doesn’t scare easily. They’re not buying into the fear. They’re buying into the experience, the story, the legacy. They know the difference between art and marketing.

Lessons for Family Businesses

If you’re running a family business, you have to decide—are you selling to hobbyists or true artists? Take Huntsman on Saville Row. They cater to anyone who values a great cut and quality cloth. Their name is enough. No gimmicks required.

Then there’s La Maison du Pastel. Their customers don’t want a "breakthrough pastel formula." They want tradition. The craft. The story.

The hobbyist will settle for something that looks the part. The true artist will always pay more for something that is the part.

The Takeaway

In the end, it’s not about the cream. It’s about the story you’re telling. Whether you’re selling moisturizers or pastels, tailoring suits or brewing beer, remember this: hobbyists want the illusion of greatness. True artists want greatness itself.

So ask yourself—what are you selling? And more importantly, who are you selling it to?