The contribution by Gerrit Fröhlich, Holger Lund, Katharina Zindel and Oliver Zöllner analyses the marketing of luxury consumer goods. Based on case studies from Germany and East Asia, the article shows how high-priced cosmetics are marketed for urban, hip target groups in the guise of a trendy vinyl record store, what role totemistic mock-up records and social media’s image worlds play in this process, and what insights about the self in modernity can be deduced from such simulations.