The Premium Paradox: Where Did All The Good Products Go?

Welcome back to another episode of the Nutricosmetics 2030 Show, where Uroš and Matic discussed the so-called “Premium Paradox”, where most products nowadays are labeled as premium or some other buzzword trying to separate them from the competition.

They discuss what could premium really represent, from luxury, high pricing, and sustainability claims as a big part of product value propositions.

They make the case for how simple, good products are the real premium products that do their job without all the blows and whistles that marketing teams invented to compete in a fiercely competitive marketplace.



00:00 – Introduction

1:02 – What does premium even mean?

3:24 – Could luxurious equal premium?

4:45 – Drop the premium label: Let’s talk about what a good product is?

10:13 – Does expensive equal premium?

13:09 – Can sustainability claims make your product more premium?

19:04 – Why not follow trends blindly?

21:16 – Is Good the new premium?

22:38 – Is good, good enough to compete nowadays?

23:32 – Conclusion



Nutricosmetics 2030 is an industry-specific content platform started by Tosla Nutricosmetics, including live and online events as well as The Nutricosmetics 2030 Show, a bi-weekly podcast, where we discuss various aspects of their work, from products, development, and science to business and marketing. Whether you’re a professional in the field, a conscious consumer, or just curious about the next big thing in beauty, this podcast is your go-to source for meaningful conversations that matter.

Uroš Gotar is the Chief Innovation Officer at Tosla Nutricosmetics and Matic Batagelj is the company’s marketing advisor.



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