Aesthetic Intelligence: How to Boost It and Use It in Business and Beyond

In today’s world, most consumers don’t really need many things—we value the feelings that a particular product evokes. We want to gain additional value from our interaction with a product. That’s why aesthetics has become a top priority for business.

For 25 years, Pauline Brown led LVMH’s North American division (Moet Hennessy Louis Vuitton—a French multinational company known for its luxury goods under the Christian Dior, Louis Vuitton, and other brands). She knows almost everything about the fashion and beauty industry. Pauline is convinced that today you shouldn’t work primarily with functional product properties, but with the feelings and emotions of customers. Only that way can you create successful—and most importantly, long-lasting—brands.

In this book, Pauline uses examples from many well-known companies to show how different approaches to working with aesthetic principles make a business thrive—or, on the contrary, increase the risk of fiasco (if the aesthetic component isn’t handled properly). She also demonstrates how to independently develop your aesthetic intelligence (and therefore your personal style): in her view, it’s not something given—it’s a skill that can be trained (though it will take time and effort).

The book is based on stories of entrepreneurs, leaders, and teams, including Louis Vuitton, Tiffany, Chanel, Gucci, Estée Lauder, MAC Cosmetics, Harley-Davidson, Iris Apfel, Joe Mellow, and many others.

Book highlights

• The author led Moet Hennessy Louis Vuitton for 25 years.

• An inside look at the fashion industry.

• Exercises to develop aesthetic abilities.

Who is this book for?

• Business owners and leaders who understand the importance of aesthetics.

• Everyone involved in creating a product or brand.

• Those who want to develop their own aesthetic intelligence.

• Anyone interested in the fashion and beauty industry.