# Aspirational Activation Luxury brands entice affluent consumers through experiential events. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published Apr 10, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/aspirational-activation ## Key Figures - Trend score: 5.9/10 - Evidence articles: 8 ## What is the Aspirational Activation trend? **Aspirational Activation:** Experiential events with the added prestige of luxury create the perfect combination to spark the affluent consumer’s fear of missing out. Appealing to the modern consumer’s desire for memorable experiences, luxury brands are promoting exclusive activations that make attendees feel like true VIPs. The increase of experience-driven rewards demonstrates a demand for creativity from brands, including higher end brands, in order to stay competitive. ## At a Glance - Evidence: 8 featured examples - Articles from: Mar 1, 2016 to Aug 29, 2018 - Published: Apr 10, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Aspirational Activation trend ### Experiential Luxury Events Luxury brands create memorable experiences through experiential events to satiate the affluent consumer's craving for memorable experiences. ### Music-Focused Travel Platforms Travel booking platforms are now curating trips based on concerts, festivals, and other major events, marrying entertainment with travel for millennials. ### Interactive Luxury Entertainment Luxury brands are venturing into the realm of immersive entertainment, creating exclusive programs, like the Illuminati Ball, which enthrall customers with dark symbolism, games and high authenticity. ## What the Aspirational Activation trend means for industry ### For Luxury Brands Luxury brands are enticing customers with exclusive experience-driven rewards to create a memorable relationship with their customers. ### For Beauty Industry Beauty brands are hosting teatime sessions infused with makeup and beauty twist and other experiential events to mix luxury with beauty products. ### For Hospitality Industry Hospitality brands are developing innovative dining experiences that combine fine food and immersive visuals, while offering exclusive destinations such as the Krug Champagne Suite at Shangri-La Hotel in Tokyo. ## Workshop question How can you tap into the increasing consumer desire for experiences over possessions? ## Trend signals for Aspirational Activation Trend score 5.9 out of 10, from popularity 86%, activity 84%, freshness 8%. - Popularity: 86% - Activity: 84% - Freshness: 8% ## Examples of the Aspirational Activation trend 8 featured examples from Mar 1, 2016 to Aug 29, 2018. - [Multisensory Dining Experiences](https://www.trendhunter.com/trends/woolworths-summer-sensorium): The Woolworths Summer Sensorium Took Place at the Australian Open (Category: Marketing) Implication: Grocery stores can use immersive multisensory dining experiences to promote their fresh and locally sourced products and differentiate themselves in a competitive market. - [Secret Dining Events](https://www.trendhunter.com/trends/secret-dining): Patrón Secret Dining Created a Special Cocktail-Paired Menu in London (Category: Lifestyle) Implication: The hospitality industry can capitalize on the trend of secret dining events by offering unique and exclusive dining experiences to attract customers. - [Music-Focused Travel Platforms](https://www.trendhunter.com/trends/travel-together): Travel Together Combines Flights and Hotels with Entertainment (Category: World) Implication: Disruptive innovation opportunity: Develop innovative technologies or services that enhance the travel experience, such as virtual reality tours or personalized trip planning AI. - [Interactive Illuminati-Themed Excursions](https://www.trendhunter.com/trends/illuminati-ball): The Illuminati Ball is a Highly Exclusive Luxury Event (Category: Art & Design) Implication: The event planning industry can capitalize on the trend of immersive experiences by creating and organizing interactive events that captivate attendees. - [Branded Champagne Suites](https://www.trendhunter.com/trends/champagne-suite): Tokyo's Shangri-La is Home to a Special Suite from Krug Champagne (Category: World) Implication: Luxury hotels and resorts can capitalize on the trend of branded champagne suites by creating exclusive and opulent accommodations that offer high-end amenities like personalized… - [High Tea Beauty Events](https://www.trendhunter.com/trends/beauty-event): Bobbi Brown Cosmetics Hosted an Afternoon Tea for Their 25th Anniversary (Category: Marketing) Implication: Beauty brands can explore hosting high tea events to create an immersive experience for their customers and showcase their products in a unique way. - [Expansive Beauty-Based Hotels](https://www.trendhunter.com/trends/ysl-beauty-hotel): The YSL Beauty Hotel is Opening in New York City (Category: Marketing) Implication: The beauty and cosmetics industry can explore opportunities to create immersive brand experiences through hospitality ventures, like beauty-focused hotels. - [Luxe Tech-Infused Fashion Collaborations](https://www.trendhunter.com/trends/chanel-and-farfetch): Chanel and Farfetch are Creating a New Retail Environment (Category: Tech) Implication: Luxury beauty brands are finding new ways to appeal to Millennials by incorporating technology and immersive experiences into their products and services. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)