LSN : Daily Signals : Stat: HNWIs express greater interest in understated luxury than visible status symbols

Perrier-Jouët’s latest campaign celebrates bubbles and blooms

Perrier-Jouët, France

Japan – Maison Perrier-Jouët’s latest campaign, Fill your World with Wonder, is an ode to flowers and the champagne producer’s close relationship with the living world.

Featuring French actor and director Mélanie Laurent, the campaign film’s opening sequence features the Japanese anemone, the House’s iconic emblem, symbolising the inspiration Maison Perrier-Jouët derives from nature and representing all essential flowers in our eco-system. The film was screened in a pop-up space in Tokyo, Japan, from 11 to 29 October 2023.

The campaign ties in with the launch of Maison Perrier-Jouët’s call for projects that help protect and promote local fauna and flora. Coordinated by the UNESCO World Heritage Champagne Hillsides, Houses and Cellars Mission, selected projects will be rolled out in 2024 with the aim to enrich the biodiversity of the Champagne region by establishing protected spaces and green corridors.

In our Luxury Recrafted macrotrend report, we identified how luxury brands are increasingly acting as guardians of eco-systems as part of the renewed focus on the craftsmanship behind a brand and transparency around manufacturing processes.

Strategic opportunity

To highlight ESG commitments effectively, brands should choose initiatives that align with their ethos, offering customers an authentic look into the ingredients and craftsmanship that define their brand while reinforcing their environmental dedication

Cabinet Health launches refillable and plastic-free prescription service

Cabinet Health, US

US – Sustainable healthcare company Cabinet Health has launched Cabinet Health Rx, a refillable mail-order prescription service. A direct-to-consumer healthcare service, it is dedicated to reducing the environmental impact of the pharmaceutical industry.

Each Cabinet Health Rx patient is provided with a refillable glass bottle and is partnered with a dedicated Cabinet Care professional. Patients are then able to order and receive mail-order refills of over 150 of the most commonly used prescription drugs. Customers will also benefit from discounted member rates and on-demand healthcare support.

According to Business Wire, after three months of beta testing, Cabinet Health Rx has a waiting list of more than 20,000 patients.

‘Patient care and environmental sustainability are inextricably linked,’ said Achal Patel, co-founder and CEO of Cabinet. ‘Cabinet Rx provides our patients with the highest-quality sourced medicines, personalised care and sustainable packaging that is better for the environment and brightens up our homes.’

Plastic-free and refillable packaging has been well established in the beauty industry, and now the same expectations are reaching pharmaceuticals. As explored in our Clean Medicine report, consumers now want clean and sustainable options for every product they bring into their homes, including medical prescriptions.

Strategic opportunity

Not only is sustainable packaging good for the planet, but launching a refillable mail-order initiative can also help encourage return customers, fostering a loyal base while reducing consumer waste

Rediscovering ancient Egypt with Snap’s AR activation at the Louvre

The Louvre and Snap, France

France – The Musée du Louvre has brought AR into the museum space in collaboration with Snap, presenting Egypt Augmented, a collection of AR experiences breathing life into artefacts from ancient Egypt.

Egypt Augmented consists of a five-part augmented reality experience, allowing visitors to scan a QR code and witness exhibits come to life digitally. The result allows deeper immersion in the world of ancient Egypt, featuring interactive explanations such as 3D reconstructions of missing elements and virtual restitution of colour. One of the animations is a digital representation of the obelisk in the centre of the museum’s Cour Carrée, the location it was originally destined for.

The experience reflects the museum’s ambitions to be a pioneer in adopting tech to elevate the visitor experience. ‘Snap’s AR is a very good way to enhance our capacity to explain what we are presenting,’ explains Vincent Rondo, who heads the Antiquities Department at the Louvre. ‘We have to enter the dance.’

Read more on how Snap is bringing its AR expertise to advertisers, retailers and now cultural institutions in our Brand Innovation Debrief.

Strategic opportunity

The Egypt Augmented activation is a prime example of how cultural institutions can use technologies to attract a younger demographic, while also introducing less tech-savvy audiences to augmented reality

Stat: HNWIs express greater interest in understated luxury than visible status symbols

Phantom Syntopia by Rolls-Royce and Iris Van Herpen, The Netherlands and UK

Global – How are luxury consumers indulging? Forbes’ 2023 High Net Worth survey reveals how affluents celebrate success and what luxury goods and items they plan to invest in.

Forbes Research polled 250 men and women who own £1.6m ($2m, €1.9m) or more in investable assets to gather insights on the tastes and choices of high-net-worth individuals (HNWIs). When asked which purchase symbolises success and shows that they have ‘made it’, 52% cited designer clothes and watches, 47% high-end electronics, while 38% said premium spirits. While HNWIs have an appetite for luxury goods, 63% agree that understated luxury pieces are more desirable and serve as better status symbols than logo-heavy, recognisable items – a preference suggesting that there is a lasting demand for Quiet Luxury.

In our Luxury Recrafted macrotrend, we identified the Wealth is Woe driver, delving deeper into how the wealthy opt for discreet, non-ostentatious expressions of affluence and status.

Strategic opportunity

Luxury is in flux – consider how to connect with different mindsets and often younger, more lifestyle-orientated audiences without losing your core customer, and adapt to New Codes of Luxury to course-correct and reprioritise