What if the next Birkin were no longer a bag, but a few extra years of healthy life?
For decades, luxury has created desire through exceptional objects. Handbags, watches, jewellery and haute couture became symbols of rarity, craftsmanship and social distinction. Today, however, that definition is beginning to evolve. The most valuable luxury product of tomorrow may no longer be something we own. It may be something we experience.
The question may sound provocative, yet it reflects a profound transformation currently reshaping the luxury industry. Increasingly, brands are being challenged not only by what they create, but by the impact they have on the lives of the people who choose them.
Luxury is entering the age of wellbeing
According to research presented by Ifop during the Luxury Renaissance Circle organised by the Journal du Luxe, 81% of Millennials and Generation Z consumers are actively engaged in self-optimisation. At the same time, the global wellness economy continues to expand faster than many traditional luxury categories. Health is increasingly perceived as a marker of success, longevity has become an aspiration, and time itself is emerging as one of the most desirable forms of luxury.
This evolution reflects a broader cultural shift. Consumers are no longer looking only for beautiful products or exceptional craftsmanship. They increasingly expect brands to contribute to their wellbeing, personal growth and quality of life. Luxury is gradually moving beyond ownership towards transformation.
From products to personal transformation
Several industry leaders illustrated this evolution through very different business models. At Technogym, Gilles Garnier Musumeci explained how the company has evolved from fitness to Healthness, positioning its products as tools to help people live healthier and longer lives rather than simply exercise more.
At Aesop, Garance Delaye highlighted the importance of hospitality, conversation and the time devoted to each client. In a world increasingly defined by speed and efficiency, offering genuine attention may itself become one of the rarest expressions of luxury.
The same philosophy was echoed by Benoît-Étienne Domenget, CEO of PONANT, who summarised the company's vision with a simple yet powerful statement: "The destination is you." The journey is no longer the final objective. The transformation of the traveller becomes the true promise.
Luxury is becoming more intimate
This transformation also affects the way people connect with one another. According to figures shared by Charles Dalibot from Snapchat, 70% of the content exchanged on the platform is shared with only five close contacts. The value of digital interaction is shifting from public visibility towards trusted relationships and smaller communities.
Luxury has traditionally been associated with visibility, status and public recognition. Increasingly, however, desirability is being built through intimacy, authenticity and human connection. Prestige is becoming less performative and more personal.
The more AI progresses, the more humanity matters
Artificial intelligence formed another important part of the discussion. According to the research presented, 67% of luxury consumers believe creativity should remain fundamentally human. As generative AI makes content easier to produce, originality, craftsmanship and emotional intelligence become even more valuable.
Technology may accelerate creativity, but it cannot replace meaning. The more automated the world becomes, the more consumers appear to value authenticity, individuality and human expertise.
The customer becomes the product
Perhaps the most thought-provoking idea came from Éric Briones, who argued that "the product is now the customer."This simple statement challenges decades of luxury marketing. The strategic question is no longer limited to What are we selling? It increasingly becomes Who does our customer become after experiencing our brand?
Does that person feel healthier, more inspired, more confident or more connected to others? Has the brand genuinely improved the quality of their life? These questions redefine the purpose of luxury and shift the conversation from products towards human outcomes.
A new definition of value
For generations, luxury created value through rarity, craftsmanship and exceptional objects. Those foundations remain essential, but they may no longer be sufficient on their own. Tomorrow, luxury will increasingly be judged by its ability to enrich people's lives rather than simply enhance their possessions.
Objects will continue to matter. Heritage will continue to matter. Craftsmanship will continue to matter. But the brands that shape the future of luxury may ultimately be those that create transformation rather than ownership, and lasting wellbeing rather than momentary desire.