Forbes has moved to a collective, curated contributor platform to push forward an aging brand.

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Luxe details include in-room bath products by La Prairie (Hotel Bel-Air is the only U.S. hotel to carry the Swiss brand specializing in anti-aging) and oversized baths with flat-screen TVs.

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Schultz was unnecessarily aging a modern brand.

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Sales stagnated because Lexus vehicles were aging, and a trade dispute with Japan was threatening the brand's existence.

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