More conscious about how they live their lives, luxury consumers are making purpose-driven choices animated by a desire for longevity and a healthier lifestyle. This transformation goes hand in hand with the growing desire for indulgence as a response to the isolation experienced during the pandemic era.
In the US, some 51% of consumers reported wanting to splurge and indulge themselves in a fit of post-pandemic revenge spending back in 2021 (source: McKinsey & Co). Higher-income Millennials were set to outspend all other groups on apparel, footwear, travel and experiences such as dining, concerts and spectator sports.
As explored in our previous analysis of Erotic Eating and Decadence Hotels, consumers are yearning for physical contact, social engagement and multi-sensory experiences. In the same vein, wellness and self-care industry players are invigorating their brand experiences with more meaning and emotional depth through a subversive aesthetic that is dark, opulent and visceral.
Harnessing the art of seduction, they are creating experiences that serve aesthetically as a subliminal reminder of consumers’ innate desire to tap into their senses, discover more about themselves and connect more deeply on a human level.
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