How do you get selfie-taking tweens into your beauty store? Make it about them. That’s the line MAC Cosmetics is taking with its new youth concept store in Orlando, which, after just a few months in operation, is now among its top five performing stores in North America.

With 350 million photos uploaded to Facebook every day, people are creating and looking at more images of themselves today than at any other point in history. And as our lives become permanently on display through the growth of social media, it’s changing how we see ourselves.

The NPD Group has reported that the US prestige beauty business increased 7% to $10.2 billion in 2012. The trend shows that people are willing to spend more when it comes to beauty, with makeup sales increasing by 7% and fragrance up by 5%.

What is luxury? How does strategy in the luxury sector work? And what can it teach other brands? Marco Bevolo, one of the authors ofPremium by Design: how to understand, design and market high end products, provides a vision of the business of prestige, desire and seduction.