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The brand, thanks to its image, values and personality, gives the product greater value. This is most obvious when dealing with a luxury brand. The aim of this book is therefore to understand what a luxury brand really brings to the consumer, considering both the tangible and intangible elements of the product. To answer this question, a comparative analysis was carried out between a product bearing a luxury cosmetics brand and the same product in blind. Several tangible and intangible indicators were used. In the end, we found that immaterial elements (make-up effects) were overestimated, while material elements were better appreciated when the product was branded. The material elements themselves (smoothness and fluidity of texture) were rated in the same way.