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Luxury Consumer Insights

Upleveled Reef-Care
Ocean sustainability is positioned as a feature in higher-end SPF products
Trend - Though reef safety is not new among athletic brands of sun protection, brands targeted to the beauty-focused consumer are also starting to spotlight this benefit. Reef safety in SPF focuses on formulations that avoid chemicals harmful to ocean life, instead prioritizing physical UVA and UVB filters.

Insight - Expanding this language beyond athletic brands and into more cosmetics-focused spaces provides a different type of consumer with more ethical choices. As eco-consciousness continues to evolve into a status symbol among consumers, once-niche causes expand their reach and cross over into behavioral tribes also interested in luxurious aesthetics. Brands that can provide both decadence and benevolence will be seen as early adopters of a new, more holistic form of luxury.
Workshop Question - How can your brand better balance function, aesthetic, and social good?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Infancy
Luxury skincare brands are entering the baby skincare space with organic products
Trend - Brands are launching luxury and designer skincare collections for newborns and infants. These products have easy-to-understand, short ingredient lists for safety and transparency. Brands position these products as better solutions for ensuring the healthy development of babies.

Insight - Younger generations of parents, such as Gen Z and Millenials, are acutely aware of the potential damage of chemical ingredients. These generations grew up learning about the dangers of microplastics, processed foods, and more. This knowledge leads these parents to prefer organic, natural, and clean products for their newborn babies, and are willing to pay a premium price to ensure the products are of the highest quality. Brands are responding to these pressures with luxury products for babies.
Workshop Question - How could your brand leverage the growing demand for premium products and services in the baby care space?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Vice
Brands are recategorizing traditional 'vice' products as luxury status symbols
Trend - In a divergence from health and wellness being exclusively associated with luxury, brands are releasing traditional vice products, such as cigarettes or cannabis, positioned as luxury status symbols. These products enable wealthier consumers to display status while engaging with vices.

Insight - Higher-income consumers from the younger generations grew up with the notion that luxury is associated with cleanliness and healthiness. However, many of these consumers still find themselves engaging with industries that are typically seen as bad-for-you, such as smoking, and often do this discretely to avoid status implications, showing a desire for more designer products in the space. Brands are recognizing the shift in modern values and are releasing products that cater to these consumers.
Workshop Question - How could your brand capitalize on the shifting values of high-income consumers in the modern era?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxurious Anime
Luxury brands are launching anime-themed fashion collections
Trend - Luxury fashion brands are unveiling anime-themed collections to foster relationships with the younger generation and today's nostalgia-fueled adults. Anime and cartoon motifs can transform pieces into collectibles valued for years, and with the popularization of diverse media, brands are finding inspiration outside the dominant culture.

Insight - Fans are eager to purchase merchandise featuring their favorite characters, making anime a more approachable marketing strategy. As consumers look for more diverse sources of culture in everything they do, the luxury scene is proving that it can appeal to a more diverse and younger consumer audience. By releasing anime-themed goods, luxury brands demonstrate that they are willing to interact with an ever-changing pop culture scene.
Workshop Question - How can your brand leverage pop culture trends to promote its product/service?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
CBD Freshener
CBD-infused fabric and air fresheners offer natural benefits
Trend - CBD-infused sprays that are used to deodorize odors on fabrics and freshen up rooms are becoming more popular. Since traditional air and fabric fresheners often contain harmful chemicals, more consumers are opting for products with natural ingredients.

Insight - In North America, consumers are increasingly using the various properties of cannabis as part of the growing movement towards incorporating wellness rituals into their everyday lives. Using CBD is particularly popular as it offers relaxing benefits without any noticeable cognitive effects, allowing consumers to go about their days as they normally would.
Workshop Question - How could your brand seamlessly integrate itself into customers' everyday rituals?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Adventurous Marketing
Brands are offering exclusive content to consumers through specialized apps
Trend - Brands are turning to content subscription services like OnlyFans to market their products during the stay-at-home era. While popular with creators and influencers, fashion brands, media publishers and others are just entering the game with exclusive behind-the-scenes footage and more.

Insight - Consumers are spending more time at home now more than ever due to the ongoing global pandemic and this is causing many to increase their online consumption. Turning to the Internet for anything from shopping and entertainment to socialization and work, many are becoming aware of the ubiquitous and accessible nature of digital platforms. Nostalgic for the exclusive experiences that they might have been privy to prior to the pandemic, consumers are looking to feel special by demanding limited content.
Workshop Question - How can your brand utilize a content subscription service?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Futuristic All-Terrain
A slick aesthetic is a leading principle in amphibious vehicle design
Trend - Designers are creating concepts and prototypes for amphibious vehicles to meet the needs of the luxury market of the future. Created with elegance in mind, these concepts have a slick appearance that suits all terrains, combining functionality and aesthetics.

Insight - Contemporary consumers who are in a higher tax bracket are always looking for ways to enhance their experiences—from retail and entertainment to travel. Aware of advancements in technology and design that enable delivery on both aesthetics and functionality, individuals are looking for innovations that will allow them to enjoy their luxury status, as well as feel more confident and entertained.
Workshop Question - Conceptualize a future-forward product/service for your industry.
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Latex Boom
The luxury fashion industry is embracing latex as a primary material in new collections
Trend - Brands in luxury fashion are increasingly experimenting with latex, which is giving an edge to their bespoke collections. The popularity of the material can be traced to its association with rebellion, deviance, and fetish, as well as to the sustainability in harvesting natural latex.

Insight - Millennial and Gen Z consumers have always placed a strong emphasis on their appearances and a big reason for that is their continuous presence and dependence on social media platforms. As a result, many are on the lookout for aesthetic-forward pieces and experiences that can help them feel not only more confident in their self-expression but also more interesting in the eyes of their peers and followers.
Workshop Question - How can your brand boost the confidence of your consumers?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Fur Ban
Fashion houses and cosmetic brands pledge to stop selling fur products
Trend - Many well-known brands in fashion and cosmetics are banning the sale of animal furs on their shelves. The ban on these products comes as brands aim to make an influential statement on the fur industry and push the sector in a better direction.

Insight - In the wake of activism surrounding the unethical farming conditions used by the fur industry, consumers are refusing to purchase many animal-based fashion products. This shift to cruelty-free has become more prevalent thanks to social media's ability to showcase the tragic realities of many of these animals' lives. The fur trade has been scrutinized for years with many conscious shoppers demanding designers use faux fur alternatives instead of participating in unethical practices. As consumers become more conscious, they demand brands be held accountable.
Workshop Question - How can your brand ensure its products and services are aligned with consumer's ethical values?
2.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Luxury Sanitation
High-end sanitation products are turning to luxury & eye-capturing aesthetics
Trend - Embracing the "new normal" in the COVID-19 era, brands and designers are launching luxury-minded products that pertain to sanitation. This includes chic dispensers, higher-end formulas with superior texture, and even luxurious accessories.

Insight - As the COVID-19 pandemic persists and more individuals adapt to the new demands of everyday life, individuals are beginning to be bolder with their choices. Aside from the implied desire for health and safety, many are emphasizing an added need for personalization and aesthetics. In this space, consumers are looking for their everyday products to reflect their style and status, allowing them to feel more confident.
Workshop Question - How can you accommodate a need for personalization during the COVID-19 era?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends