What you really need to know from the Journal du Luxe x Capgemini Invent webinar

Journal du Luxe x Capgemini Invent webinar summary

Introduction

Transformation rather than possession. Longevity rather than status.
The latest webinar organized by Le Journal du Luxe, Capgemini Invent, Retailoscope and Frog made a clear observation: the codes of luxury are changing profoundly, and the expectations of HNWI/UHNWI are being redefined.

Leaders of luxury brands, as well as players in the longevity, hospitality, digital and mobility sectors, shared their views on these changes.

Here’s what you need to know.

Fundamental trends

From possession to transformation

Today’s affluent clientele no longer seeks to accumulate, but to transform.
Luxury is no longer measured by the object, but by the profound impact it has on the individual.

This is reflected in all sectors:
– immersive stays
– customized treatment programs
– business aviation rethought as mental comfort
– storytelling becomes storyliving

Luxury must now deliver deep experiences that enhance well-being, longevity,
and self-actualization.

Anne-Laure Colcy – Capgemini Invent

Anne-Laure Colcy opens the debate with the results of the New Lines of Luxury report.
Some key figures:

• 70% of HNWI plan to increase their luxury spending in the coming year
• The primary motivation for purchasing? Investment and inheritance
• Hospitality is the preferred category, ahead of objects

She speaks of necessaryultra-segmentation, and useful desirability. For HNWIs and UHNWIs, luxury is no longer just about what you own. It is now measured by the effect it has on them. It must mark an evolution, an inner shift, a lasting transformation.

This applies to a wellness retreat, a private flight, a skincare product or a fashion brand.

Anne-Laure Colcy (Capgemini Invent) also points out that luxury purchases are no longer purely for leisure. It’s about material investment and memory, but also plays its part on an emotional, inheritable level.

“The number 1 reason for buying luxury in 2025, regardless of wealth, geography or generation?
A product or experience that can be passed on, that takes on value over time.”

Gen Z HNWI project forms of inheritance, even before they’ve started a family.

“Health is the new wealth

Skincare as aura activation, Chiara Allegri – Carita

Who are they?
Carita is a high-end skincare house recently relaunched by the L’Oréal Luxe group. It takes an energetic, holistic approach to skincare, designed for customers in search of inner reconnection.

What they observe
Skincare is no longer a service. It becomes a ritual of refocusing. Customers want to feel enveloped, understood and re-energized.

Their response
Create a “bubble”, a suspended moment. Offer real intimacy, while cultivating a sense of community. The objective is no longer merely aesthetic, but emotional: to reveal a person’s aura.

“Reactivate energies, reveal the aura. Create a personal radiance.”

“Create a bubble, a suspended moment.”

Carita is developing an approach focused on energy reactivation.
The objective? To offer an experience of reconnection with oneself, in an intimate yet collective environment.
An outreach strategy that puts the customer’s aura at the center.

Longevity as the new luxury, Simone Gibertoni – Clinique La Prairie

Who are they?
A Swiss benchmark, La Prairie combines preventive medicine, nutrition, neuroscience and well-being. The Montreux site welcomes around 50 clients, supervised by 350 professionals.

What they observe
Longevity is becoming a universal obsession. And yet, everyone knows what needs to be done to live better – but few do it. The real challenge is not information, it’s transformation.

A few key figures:

• The number of people over 60 will rise from 1 billion to 2.1 billion in the next few years
• Less than 20% of our longevity depends on genetics
• 80% is linked to our lifestyle: epigenetics, stress, movement, nutrition, etc

Their response
An ultra-personalized protocol:

Focus on a long-term, personalized approach, not just a “quick fix”: change the behavior, not just the symptom

Genetic and epigenetic diagnosis

4-pillar intervention: medicine, nutrition, stress management, movement

Support over time

The clinic offers a complete model:

1. Ultra-precise diagnosis (genetic, epigenetic)
2. 4-pillar intervention: medical, nutrition, stress management, movement
3. Follow-up over time
4. Total personalization

“The challenge is not information – it’s transformation In other words, the problem today is no longer access to knowledge, but our ability to translate it into sustainable, coherent action.

Marvel and data, at the service of emotion, Marie Le Roy – Ritz Paris

Who are they?
An emblematic hotel on Place Vendôme, the Ritz Paris embodies a patrimonial vision of luxury, enriched today by an assertive digital strategy. Its objective: to sublimate the experience without ever breaking the spell.

What they observe
The rising generation (Millennials and Gen Z) will represent 75% of super-luxury customers by 2026. These customers are looking for seamless, invisible excellence, and want to be able to book a suite like you would a plane ticket – but with the added bonus of soul.

Their answer
The Ritz has completely overhauled its website: today, reservations for suites costing over €50,000 a night are made directly online. At the same time, they capitalize on an ultra-personalized CRM and a fluid flow of information between departments.

The obsession: capture every moment of wonder to nurture the relationship.

“100% of amazed customer feedback is shared with staff.”
“Our CRM is not about selling. It’s used to recognize, to extend, to refine.”

Their use of platforms
Present on TikTok, YouTube and other networks favored by young customers, the Ritz adopts contemporary cultural codes without betraying its DNA.

• 2026 target: 75% super-luxury customers = Millennials + Gen Z
• Reservations of suites at €50,000 per night via the website
• Strong presence on TikTok and YouTube

Creating links beyond tasting, Mathilde Mineur – Moët Hennessy

Who are Moët Hennessy?
An exceptional wine and spirits group within LVMH, Moët Hennessy comprises houses such as Dom Pérignon, Ruinart, Hennessy and Château d’Yquem. Not only product expertise, but also in-depth knowledge of ultra-personalized customer relations.

What they observe
The relationship to experience is changing. Customers are no longer content with an event or a vintage. They expect a living relationship, over time, capable of engaging them on a 1-to-1 basis.

Their response
A CRM strategy segmented according to two logics:

• Quantitative: frequency of purchase, level of expenditure, average basket
• Psychographic: lifestyle, values, implicit expectations

The objective is no longer just loyalty, butnatural ambassadorship: transforming the most involved customers into organic brand relays.

Their relational showcase: the Apartment
To welcome these privileged customers in an intimate setting, Moët Hennessy has opened a confidential apartment in Paris, designed as a space for listening, exchanging ideas, tasting and immersing oneself in the world of the houses. A place halfway between discreet hospitality and a private club.

This physical space becomes the concrete embodiment of ultra-personalized customer relations: people come here to share, not to consume.

“Our 3,000 active customers no longer want just a tasting.
They want a dialogue, a coherence, a memory.”

Key approach: focus on personalization, not as an added service, but as the structure of the relationship. What is offered must resonate with the customer’s life trajectory.

Give new meaning to private flight, Isabelle Clerc – AEROAFFAIRES

Who are they?
For over 30 years, AEROAFFAIRES has been assisting executives, executive assistants and families in the rental of private jets and helicopters throughout the world. As an independent air broker, the company is built on a light structure, a responsive human chain, and a service philosophy based on listening and rigor.

What they see
HNWI/UHNWI customers don’t want to be impressed. They want to be understood.

Expectations have changed: what was exceptional yesterday (punctuality, flexibility, confidentiality) is now a prerequisite. What makes the difference today is the precision of the advice, the fluidity of the experience, the human quality of the follow-up.

Their response
AEROAFFAIRES refuses to accept the “bling” clichés associated with private flight.
The company claims a more sober vision, based on three pillars:

1. An expert, stable human chain
2. Customized support at every stage of the mission
3. A culture of anticipation, both technical and emotional

“Our customers don’t want to be impressed. They want to be understood.”
– Isabelle Clerc, CEO

Key positioning: Guaranteeing calm, the right tempo, mastery of even the most invisible details.

Thomas Prévot – Crypto.com

“We’re no longer just talking about personalization. We’re talking about co-construction.”

Crypto.com explores how HNWI can participate in the creation of products, communities, even narratives.
Web3, digital assets, experiential NFT: from customer to co-author.

In a nutshell

What the ultra-rich expect from luxury today:

• Real transformation, not just emotion
• Meaningful, everyday experiences
• A fluid relationship, based on anticipation
• The ability to communicate, in both form and content
• Less effect. More accuracy