How can a prestige cosmetics brand – or any brand – design packaging that will convey “luxury” without first figuring out what luxury is? It’s a challenge, because the definition changes with each new generation of consumers.

James Gager, sr. vice president and group creative director at MAC Cosmetics and Jo Malone Worldwide, discussed the topic during his recent presentation at Luxe Pack New York, when he captured audience interest by saying, “The wealthy used to express status through material goods, not experiences. Social media has turned all that on its head.”

So how does Gager – and MAC Cosmetics – define luxury? Find out in Beauty Packaging’s Expert’s Opinion: What is Luxury? by James Gager.