Seductive Opulence

health & wellness
type - trends
category - design
category - luxury
sector - diversity & inclusion
sector - health & wellness
sector - luxury
As wellness takes centre stage in luxury, brands are captivating discerning consumers with a provocative twist, using seductive imagery to craft alluring experiences.

Amid the ongoing global cost of living crisis and rising inflation, the spending habits of luxury consumers in the health and wellbeing sectors remain steadfast.

According to a report released by the luxury e-commerce platform Saks in July 2022, affluent consumers continue to indulge in luxury, treating themselves to fashion and holidays.

Furthermore, there is a noticeable trend towards prioritising health and wellness, with consumers enriching their lifestyles through luxurious self-care, fitness and home products.

Some 41% of respondents told Saks they placed an emphasis on wellness, particularly in areas such as rest and relaxation, nutrition and overall self-care.

This trend has gained momentum since the pandemic, demonstrating a lasting commitment to wellbeing and a readiness to invest in products and experiences that promote it.

In an exclusive poll conducted in partnership with Censuswide in July 2021 among 252 high-net-worth individuals (HNWIs), Private Client by Bupa – a concierge service providing expertly curated health and wellbeing services – revealed that HNWIs spent an average of £120,000 ($151,460, €140,275) on health treatments and services in the 18 months following the pandemic outbreak.

According to Bupa, this shift signifies that in addition to luxury spending on material possessions, strategic investments in health and wellbeing mark good health as the ultimate status symbol.

Published by:

28 September 2023

Author: Jessica Smith

Image: Baobab Active, Colombia


From left: Remedy Place, US; Asystem, US; Sol Reader, US; Remedy Place, US; Remi Beauty, US; Open Meditation, US

Sensory seduction

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.

‘Colours possess a psychological influence on emotions and perceptions. By adopting a darker palette, you intentionally evoke a sense of depth, mystery and introspection’
Dr Jonathan Leary, founder, Remedy Place

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