New Codes of Luxury: The Longevity Effect

Longevity is reshaping luxury expectations across beauty, wellness and hospitality. The report examines how consumers increasingly prioritise prevention and long-term vitality over quick fixes. Drawing on interviews with industry leaders and proprietary research from 1,000 early adopters in the UK and US, it explores emerging behaviours including the shift from standalone products toward personalised wellness systems. Key themes include science-led beauty innovation, women's longevity as a growth opportunity, and the transition from optimisation culture toward restorative living.