Photo: Tanya Bernard
American consumers are in a flamboyant state of mind. Since the pandemic, the US has made an impressive economic recovery, with Bloomberg confirming the country’s status as a global leader in luxury consumerism. And according to Euromonitor’s Global Wealth and Luxury Report 2022, by 2030, the US will be home to the world’s largest population of high-net-worth individuals and ultra-high-net-worth individuals.
1- Revealing new luxuriant aspirations
Take inspiration from recent luxury launches, activations, and AW22 collections which capture the contemporary sophistication of the US luxurian.
Photo Credit: Oscar de la Renta / Tom Ford
Overt Wealth: How do you show the world you’re a crypto-luxurian? A new limited-edition collaboration from Fendi and global digital asset management platform Ledger, has resulted in a collection of tech accessories designed to hold Ledger’s secure hardware crypto wallet. The collection was unveiled at Fendi’s Men’s AW22-23 fashion show on January 15.
Day Luxe: For his AW22 collection, Tom Ford offset a monochrome color palette with sumptuous fabrications, that reinforced the desirability of the jewel box palette. Ford layered mono-colors to create depth and richness, bringing a heightened sophistication to daywear.
New Territories: Luxury brands are rediscovering the US and as the country gets wealthier, they are eyeing second - and even third-tier - cities as new retail hotspots. Prada is heading to Austin, Louis Vuitton will show its 2023 Cruise collection in La Jolla, California, and Kering has announced plans to expand its retail presence in Nashville and Atlanta.
2. Luxury’s new beauty codes
In our latest What’s Up US Makeup report, we highlight 10 of the latest trends for the US market, including the New Luxury Expression - a trend propelled by the buoyant US economy, ascending consumer optimism, a desire for higher sophistication, and to, quite frankly, look expensive.
The AW 22/23 catwalk season confirmed that sophistication is back. From haute hair styling to ultra-glam makeup, the luxury of freedom is being expressed through sophisticated new looks. And Americans are in the mood for a party - after months of restrictions, the return of socializing is a gift for those wanting to make a bold beauty statement. In Beauty this manifests as a look that is equal parts Wall Street and 90s It Girl.
Brown Brilliance: Intense chocolatey hues replace minimalist and neutral colors. Dark creamy lipsticks or coffee-and-cream nail polish are the new aesthetics to follow.
Ultra-Comfort Matte: According to Spate, the number of searches using the term “Matte” has experienced +13,7% growth amounting to 762,4 K monthly searches. “Cream to Powder Foundation” was at +175,1% (Source: Spate NYC Tool - End March 2022 - Year Over Year).
Monochromatic Statement: Color becomes a conduit for pleasure and self-expression, with vivid combinations and striking monochromes representing luxury’s new dynamism. Full-color looks make a bold statement, this is see-and-be-seen beauty that draws on layering mono-color to striking effect.
This is an extract from our latest What’s Up US Beauty report for Spring 2022.
Our new What's Up report analyzes the latest evolution of the US Beauty market, decoding the societal changes and innovative paths of beauty brands, organized around ten inspirational trends.
Each trend is supported by examples of aspirational beauty archetypes, along with information on the new indie players, concepts and products that are changing the Beauty game. Every trend confirmation is backed by key data analysis provided by the Spate NYC Google search tool and Tribe Dynamics latest figures, allowing us to deliver you an even deeper level of actionable insight and market accuracy.
Seventy pages, ten trends, unmissable insight.
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