Inspired by our upcoming session on brand confidence at the Hosted Leadership Summit.
In a market where competition is growing and consumer expectations are shifting, the instinct for many clinic owners is to justify, explain, or quietly reduce their prices - especially when lower-cost providers enter the space.
But in luxury, pricing isn’t something to defend.
It’s something to own.
Let’s take a look at Chanel - and what their strategy reveals about confidence, value, and positioning.
Between 2019 and 2022, Chanel increased the price of its Classic Flap Bag by more than 60%.
Not as a reaction to inflation.
And certainly not because competitors were cheaper.
They did it to protect their positioning - and reinforce the value of their product.
As a Chanel spokesperson shared in 2021:
“These adjustments are made to account for changes in production costs and raw materials, but also to preserve the value of our creations.”
Chanel isn’t trying to compete on volume or be more accessible. It’s protecting its legacy - and signalling confidence.
In aesthetic medicine, clients take subtle cues from the way you present your brand - and pricing is a powerful part of that message.
Discounting out of fear can quietly undermine your positioning. It tells your audience you’re unsure of your value.
Holding firm, on the other hand, communicates clarity, consistency, and leadership.
And this isn’t just Chanel’s strategy - it’s a widely understood truth in luxury business. As Jean-Noël Kapferer, author of The Luxury Strategy, puts it:
“In luxury, price is not just a number. It’s a declaration of value.”
Your pricing tells a story - and that story either inspires confidence, or invites questions.
As new, lower-priced competitors enter the landscape, the question isn’t how to match them - it’s how to remain distinct.
Do you maintain confidence in your pricing strategy?
Or do you find yourself subtly justifying or apologising for your rates?
Those who lead in aesthetics are not the loudest or the cheapest.
They are the most aligned - in brand, in service, and in value.
Chanel doesn’t benchmark itself against discount brands.
It builds desire, trust, and long-term value.
And it commands a price that reflects that.
The real question is: Is your clinic positioned to lead — or to compete?
This January, we’ll be exploring how aesthetic clinics can apply principles from luxury, retail, and hospitality to build brands that attract, retain, and convert - without comparison or compromise.
Where: BAFTA 195 Piccadilly, London
When: Friday 16 January 2026
