For these groups, LVMH and Kering in France, the definition of luxury must remain vague: only advertising or merchandising asserts their perception of luxury in order to be able to bring together under this brand many products or brands that sometimes have nothing in common; they must prove that the product belongs in this domain,1 whether through heavy losses in international campaigns or the establishment of a highly selective distribution network.5 To this end, these companies use various techniques from “dream marketing” to develop a so-called luxury universe around merchandise derived from diverse origins, all with planned obsolescence to foster permanent desire and perpetual renewal.1 The notion of luxury thus creates a great distance between the most expensive of products and a simple bottle of perfume with a fascinating name.1 Through their communications actions and the influence they command in the media,