For these groups, LVMH and Kering in France, the presentation of luxury must remain vague: only advertising or merchandising imposes their conception of luxury in order to merge under this name a number of products or brands that sometimes have nothing in common; their objective is to convince that the product belongs in this domain,1 whether through large expenditures on international campaigns or the establishment of a highly selective distribution network.5 To this end, these companies exploit various techniques from “dream marketing” to develop a so-called lavish universe around merchandise from diverse origins, all with established obsolescence to encourage perpetual desire and perpetual renewal.1 The notion of luxury thus spans the gap between the most expensive of products and a simple bottle of perfume bearing a prestigious name.1 Through their communications actions and the influence they exert on the media,