Beautiful Thinking.
In an era of significant advancements in technology we use every day in all aspects of life, it is exciting to see how leading brands are utilising this breakthrough tech to usher in a new era of ultra-luxury.
We see this in trends which combine this evolution with holistic practices of old, the pursuit of personalisation, and a desire to create something truly unforgettable, which can stand the test of time.
As immersive retail signals a return to power for bricks and mortar, brands are delivering memorable and highly interactive experiences for consumers. Wellness is no exception, as elevated spa concepts now deliver a sumptuously indulgent customer journey within an evolving longevity movement.
It is the design of these spaces which plays a crucial role in shaping a moment that is unique, refined, and richly sensorial. These environments integrate advanced technology and specialized techniques that support recovery, fitness, and overall mental and physical wellbeing – without allowing scientific elements to overshadow the soothing atmosphere. Instead, guests encounter tranquility and a profound sense of serenity.
A prime example can be found at Knightsbridge’s Surenne. The architectural designer who brought this transformative club to life, Remi Tessier, described the atmosphere as “perfectly choreographed light and AI-influenced symphonies orchestrated to complement the senses.” Combining ancient practices with advanced, modern innovation, Inge Theron, the creative director of Maybourne and the person behind the holistic health concept, shared that “every treatment, product and ritual is a bespoke symphony of potent plants and pioneering technologies to create truly transcendental states of being.”
The realm of opulent luxury has been dominated by beauty this year, with the likes of the LYMA laser becoming one of the most sought out devices for proven contribution to healthy ageing amongst Hollywood celebrities and leading experts alike. This advanced, clinic-grade, reportedly world-first device carries a significant price tag. Although available to everyday consumers, it is frequently employed by top specialists catering to renowned clientele.
When combined with the exclusive spa evolution, we expect 2025 to see the introduction of a number of new exquisitely bespoke treatments which are secured by invitation only. This is also bolstered by the growing Undetectable Beauty trend, where we’re enticed to guess how those who are ageing so beautifully are doing so without obvious assistance from surgical and non-surgical treatments.
This comes from blending ancient wisdom with cutting-edge technology, continually supporting a mindful, holistic approach to beauty. Noesa Beautycare is already leading the charge; its invitation-only flagship in Berlin is described as ‘The Peak of Luxury.’
Exclusivity can be achieved through the ability to create a truly personalised offering for customers – cue the beloved and boundary-breaking trend of maximalism. In 2025, this approach will gain momentum in a quest for ‘chaotic customisation,’ inspired in part by the original queen of personalisation, Jane Birkin. ‘Jane Birkin-ifying’ has become a standard practice not just for those who can get their hands on the beloved Hermes classic, but across a number of designer bags in which we seek to achieve an custom-tailored finish. While these accessories remain the height of chic, they also echo the grunge, post-perfectionism ethos where we seek to achieve an almost pre-loved, even beaten-up feel.
This presents an exciting opportunity for packaging and one which we expect to dominate 2025. We’re already seeing brands like Carolina Herrera excel in this space with their customisable lipstick charms, which can be added to handbags a la Jane Birkin, but primarily gives customers the chance to get a curated and immersive shopping experience in choosing their combination of charm and lipstick.
It signals the ideal opportunity for brands to build their voice and their following through clever and engaging additions to their core products. Think Rhodes – how often can you kick off a pop culture movement with something as simple as a phone case?
From packaging to store design, inspiration drawn from fine art and sculpture will transform products into gallery-worthy expressions, leaning into the influence of holistic wellness but for the new age. A key example being Florasis’ first physical store in Hangzhou, which takes inspiration from influences such as traditional Chinese gardens.
But it is also a key shift in the fight against the domination of AI. Whilst this still-new addition to our day-to-day lives is undoubtedly beneficial in so many ways, the art of crafting achieved by the hands of talented humans will be celebrated in 2025.
Intentional, mindful craftsmanship is not only exceptionally luxurious and highly tailored, but also supports those seeking more sustainable, authentic lifestyles. We anticipate brands across industries delivering more limited edition or exclusive brands and ranges in 2025 which meet this specialised demand.
When we observe these themes through the eyes of our seven consumer attitudes, we can see which archetypes are going to fuel and indulge in these dominant trends.
Elevating Exclusivity finds its foundation in the Beauty Harmonist, who is drawn to the refined environments of Wellness Designed. These visually striking spaces satisfy the desire for beauty both within and in one’s surroundings. Naturally, the Wellness Trailblazer will drive growth here, alongside the Track & Trend where the Instagrammable appeal is undeniable.
This is also reflective of The Hermes of Ageing, where the exclusivity appeals to our Beauty Harmonist, and the depth of treatment opportunities personalised on a level not previously possible, connects deeply with the Wellness Trailblazer. However it is the Tech Voyager who will (already) be at the forefront of this trend that champions cutting-edge, high-performance devices and treatments that blend tech with luxury.
Maxing Out is a pinnacle choice for the socially driven Track & Trend, who can take their fans and followers along for the journey in crafting such unique, personalised products courtesy of their favourite brands in a quest for self-expression.
Meanwhile, the Eco Guardian will primarily champion the Coveted Craftsmanship trend of carefully-curated and sustainably produced products. The visually captivating and artfully crafted nature of these products will also appeal to the Beauty Harmonist as well as again, our Track & Trend.
Discover more behind what powers each of our consumer attitudes in our next generation trend forecasting reports, Crowsnest, where we lift the lid on how these powerful archetypes behave, and how brands can engage with them.
