77 Prescribing happiness

Prescribing happiness

A booster shot of happiness? Now, that’s luxury!

Luxury brands are launching modern vehicles for emotional wellness, presenting consumers with original, indulgent offerings for physical and emotional uplift.

Dior Spa Cheval Blanc Paris, which opened in September 2021, is offering Happiness Shots to guests. These concentrated treatments are 30- to 45-minute “bursts of pleasure,” indulgence or efficacy that can be combined with other treatments so that guests can personalize their experience to the fullest. The shots can be added to massages, micropeeling, microabrasion services and more.

Estée Lauder launched a new luxury fragrance range developed to evoke a range of positive feelings. Catering to consumers from different locations around the world, the eight variations were crafted using neurosensory studies on the emotional effects of each fragrance, which were found to evoke feelings such as “positivity and joy” or “calm and happiness,” according to the brand.

Why it’s interesting Whether in a spa or at a bricks-and-mortar shop, luxury brands are meeting consumers at every corner with more than their usual product or expected service. Focusing on positive emotions and physical wellness, luxury brands are determined to ensure their consumers leave feeling objectively better than when they arrived.