How Häagen-Dazs Turned a $6 Pint of Ice Cream Into a Luxury Item

Lifting the lid on a clever packaging revamp

Of all the changes wrought by the pandemic economy, few categories have been as reshuffled as luxury. Sales of traditional luxury items took a major hit last year, with jewelry, designer apparel and upmarket travel destinations losing 22%, plummeting back to 2015 levels, according to research from Bain & Co.