The New Luxury Code
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"Our world can only transform when we learn to respect all that surrounds us. That's why I established The New Luxury Code and The New Luxury Awards—to inspire companies and industries to embrace change."
Creezy Courtoy, Founder of The New Luxury Code, Paris |
Origins of the New Luxury Code
In 2004, Creezy Courtoy, a former international top model, historian, anthropologist, and expert in perfume and luxury, founded the International Perfume Foundation and introduced the concept of the New Luxury Code. For over 15 years, she advocated for the perfume industry to reintegrate natural ingredients, such as flowers, into fragrances instead of relying on synthetic alternatives. Despite her efforts, many consumers still believe that these products contain natural materials. Recognizing that similar challenges were present across various industries, Courtoy saw an urgent need for change to preserve our cultural heritage and the art of living well. Beginning in 2008, she organized conferences and events to redefine luxury, emphasizing that true luxury can only thrive through a dedicated framework: The New Luxury Code. |
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Origins of the Meaning of Luxury
"Lux" in latin means "Light" "Luxury" means "Enlightenment" "Enlightenment" means "Well Being" Today, The New Luxury is the re-birth of luxury with its original meaning. To understand New Luxury we need to remember what used to be true luxury for consumers: a product bringing added value and well being. Luxury lost its real, essential meaning and has been replaced by marketing, packaging and co branding giving consumers the illusion of value. Today more and more consumers want to buy real products instead of celebrities' images projected in advertisements and they are looking for the validation that their purchases are authentic luxury with real core values. The New Luxury Code is that validation for each sector, company and industry to change. “New Luxury isn’t “new” and it isn’t “luxury,” at least not in the conventional way we use these words. But when we combine these two words together to form New Luxury it takes the form of a commitment: a commitment to spending a little more time considering how we live and how we work within our communities and thinking about ways of improving those activities. The New Luxury involves recognition that there are valuable lessons to learn from previous ways of producing products and respecting that past heritage. The New Luxury is also a return to a time where products could be trusted to give maximum value to those using the products they buy. To me, this is the true meaning of luxury: timeless products with the highest standards of quality, value, and respect.” Terry Johnson VP New Luxury, US |
The New Luxury Code
The New Luxury Code is a code of respect and a basic moral knowledge that has existed from the beginning of time. It has been forgotten, but should be revived and protected as a guide for our communities. Adapted to each sector of activity, The New Luxury Code allows companies to create products with respect for everything from the start of production to the end use by consumers providing them authentic value. The New Luxury Economy “As we consider the fast pace of scientific and technological progress in our modern world, we must not lose our moral compass and give way to 'free market eugenics”. Sam Brownback New Luxury is the start of The New Economy. Increasing consumer awareness about product sustainability and ethics has create an urgent demand for change that will not only bring improvement in products but also create millions of new jobs worldwide. The New Luxury Movement « The New Luxury Movement is the Wind of Change that will allow each of us to effortlessly enter the New Economy. This New Economy has a new Code, a very simple code of respect that has long been forgotten by industries but today is so important for the survival of our well being and the re-energizing of community life». Creezy Courtoy |
