Clúster Hàbitat - Loeb

Beyond Trends
Applied trends: How to integrate trend-setting
into Home & Furniture successfull strategies ?
2011-2031

ACC10
Barcelona, 02/01/2011

Sources of the presentation:
Personal trends dashboard
Markets, Targets, Occasions
Professional Fairs and Shows
Best Practices
Hot News
Trend Scouting Map
City Guide

0.0
On good use of futurology and trends

What is a trend ?

What we currently refer to as “trends” is therefore a composite form of all the
inﬂuences which can impact markets:
- emographic changes
D
- hanges in major socio-cultural currents
C
- hanging collective aspirations and objectives
C
- hanging customs and attitudes
C
- he changing ethnic context
T
- ajor events
M

A trend is therefore the ﬁlm of the meeting between
an offer and a demand at a given moment

Technological Socio-cultural
evolution
evolution
Demand

Offer

Evolution

Evolution

Opinion leaders Imaginaries cycle
evolution
(dreams and desire)

Consumer markets affect each other
Cinema, literature
Contemporary Art
Music, Cutting edge press
Philosophy
Selective fragrance

Architecture
Fashion, jewellery

Underwear
Cars
Cosmetics (care, make up)

Luxury watches
Places
(points of sale,
Mass consumer electronics
cafés, hotels, restaurants)
Cleaning products
Food
Homes, interiors

3 levels of trends that are overlaping

Imaginaries cycles that deﬁne dreams and desire

2011
2012
2013
2014
2015
2016
2017

Tactical answers
to market
evolution

2011
Demand Long Term Evolution

2021

Medium To Long Term Trends

2011
Offer Long Term Evolution
2031

Long Term Trends

Agenda

1
Long Term Trends (2011-2031)

2
Medium To Long Term Trends (2011-2031)

3
Cycles of Dreams & Desires (2011-2018)

The end of crisis ?

Recovery in U, in W or a
discontinued long term crisis ?

Don’t we
deny the
reality ?…

No back looking
World Quarterization

The ﬁrst 6 en 1crisis…
1 - Financial
2 - Monetary
3 - Food
4 - Raw Material
5 - Balance of power
6 - Ecological

The end of a cycle ?

2011-2031

Welcome
in the post-humanity !

Synthia
Mycoplasma mycoides JCVI-syn1.0

Crisis provide marvellous opportunities !

Business opportunities and key drivers

Anticipate and create new consumers needs

Imagine indulgences with a gift spirit

Be provocative with pricing: low cost and very expensive

Create new business models

2
Medium To Long Term Trends
2011-2021

A new segmentation for the consumer goods markets

Emergents
Mass market
Consumption 2.0
+

Price
Luxury
Luxury
Luxury
Premium

Access
Discount
Low cost with added value

-

From textile wind to sand glass

Medium to Long
Term Trends
Motivations, needs,
fears that determine
usage and attitude

A neurobiologic
objectivation

Five families of trends for the ﬁve next years

OTHERS

PLEASURE

ORIGINS
ERGONOMICS

BIOVITALITY

Five families of trends for the ﬁve next years

Reward

BIOVITALITY
ERGONOMICS
ORIGINS
PLEASURE
OTHERS
Harmlessness
Autonomy
Identity
Discovery
Status
Anti-stress
Right now
Ethnic
Customisation
Ego-casting
Tone/vitality
Mobility
Playing for time
Regression
Emotional
Holistic health
Easyness
Ethical
Hedonism
Refocusing
Youth
Lifestyle
Ecology
Strong sensations
Need for senses
Individual control
Comfort
Simplicity Honesty
Narcissism
Neurosis
Assistance
Deﬁance

Five families of trends for
the next ﬁve years

Family n°1
BIOVITALITY

En 20 ans le nombre de personnes
Biovitality
allergiques a doublé et les allergies
sont la premièrefitness to de maladie and youth
From survival and source holistic control
chronique chez l’enfant…
technological and scientific progress making possible a society of
The machine-based society has brought about
plenty and, above all, an improvement in the conditions of hygiene and health in the whole population of the
western world. We are in better and better health – older and better for longer. The aging of the population,
increase in life expectancy and the improvement in diet make health research one of the important trends in
consumption. In the short term this is shown by the continuing emergence of an age group with new
requirements, the seniors (aged 50 – 120). Seniors are the leading health consumers, and the young seniors
become leaders of opinion, especially when they are from the Baby boom generation, born after the Second
World War, which knows how to make itself heard and leave its mark on society. Perfect Health has become a Holy
Grail for many consumers and anything that could undermine this is rejected. This results in the need for
harmlessness in their close environment for everyone, the refusal to accept bacterial or chemical attack and even
insecurity provoked by other humans. Technological progress at present produces its own limits, with the
appearance in the last few years of ethical problems linked to biotechnology and to abuses linked to systematic
research into productivity. Individual responsibility overrides collective responsibility. Health has become pro-active
and social standing or, conversely, illness has become status-enhancing because it is exploited. Plenty, or its absence,
results in stress and thus the search for anti- stress solutions and well-being. Since increasing social standing in the
consumer society requires performance, there is a need for tone and vitality. At present, relaxation and energy
should naturally follow one another, under the influence of a more oriental vision, holistic (holos in Greek means
“whole”) and of a global harmony in society. At the moment the continuous lengthening of life sets a vague limit on
eternity, generating great anxiety about ageing. The older one gets, the more one wants to project a young image,
that of youth. Individual control over one’s survival seems to be the only valid guarantee of this.

Harmlessness

HOME VISION 2008 – 2013

WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINS
PLEASURE

OTHER
ALTERITE
1. Harmlessness
2. Anti-stress 3. Tone / vitality

4. Holistic health / Global harmony

5. Youth

6. Individual control

The desire to protect our privacy and that of those close to us when faced with an ever more hostile environment, and the rejection of pain.
PRIORITY TARGETS:
Families, babies, young children, seniors (55+)
DRIVING MARKETS:
Hygiene and health, diet, cleaning products
TRADEMARK PRODUCTS AND SERVICES:
BEAUTY: The Doctor ’s brands in the United States (NV Perricone Cosmeceuticals, Dr Murad, etc), ranges for sensitive, reactive and atopic skin,
packaging retaining product safety (e.g. “upside-down pumps with vacuum air-locks),ultra pure aromatherapy and 100% certiﬁed natural & organic
products
TECHNOLOGY: refrigerators with barcode reading to anticipate products passing their expiry dates, or refrigerators with protective interior
coatings (e.g. BOSCH with an Agion interior coating of silver ions acting as an antibacterial shield /AEG)

INNOCENT
BOSCH refrigerator with
SEB ACTIFRY
Smoothies

Agion to preserve the
(Prevents from fat Detergent for No glove
Tendriade
Sourced water
Gluten Free Food
freshness of food longer
while cooking cold water (no bleaching
Traced steack
ice cubes
French

bleach) detergent
Fries)

ANTI-STRESS


DOMOVISION, courants d’évolution du cadre de vie
Beauty Vision

WELL-BEING
SURVIE
ERGONOMICS
ERGONOMIE
ORIGINS
ORIGINES
PLEASURE
PLAISIR

OTHER
ALTERITE
1. Harmlessness


5. Youth


A desire to compensate for ever more stressful daily life, to relax, to calm down.
PRIORITY TARGETS:
Adults, working population or students
DRIVING MARKETS:
Over-the-counter pharmaceutical products and nutritional supplements, leisure, home

• NUTRITIONAL SUPPLEMENTS: ginger capsules, OENOBIOL Omega 3 Anti-Stress
• BEAUTY: boom in aromatherapy, well-being, spas (leading leisure industry in the US in 2006), sensory products with anti-stress effects
• WAY OF LIFE: Feng Shui, relaxation chairs (massage, zero gravity position), candles and incense, soft lighting; the bathroom has become a
centre of well-being in its own right, anti-stress accessories (mellow/reassuring)
• LEISURE: boom in gardening (number of gardens X2 in 30 years), creative leisure activities, outdoor sports (15 Million ramblers in France)

SMILEY anti stress
Johanna Hyrkas LED EVERSTYL
METHOD antistress
FLEECY aroma therapy softener Shiatsu massage

fragrance by Ora Ito
bathroom carpet
relaxation chair

ﬂavor candles
robot

BENEFITS SOUGHT: Anti-stress, compensation, relaxation, anti-dépression, energy regained

TONE/VITALITY


WELL-BEING
SURVIE
ERGONOMICS
ERGONOMIE
ORIGINES
ORIGINS

PLEASURE
PLAISIR

OTHER
ALTERITE
1. Harmlessness
2. Anti-stress

3. Tone / vitality

4. Holistic health / global harmony
5. Youth


A need for continuous energy in an ever-more exacting daily life.
PRIORITY TARGETS:
Adults (25 -55), seniors (55+)

DRIVING MARKETS:
Over-the-counter medicines, cosmetics (skin care, hygiene), nutrition, cars, sport

TRADE MARK PRODUCTS AND SERVICES:
• HEALTH: VIAGRA, home spa cubicles (high pressure shower jets, hydrotherapy)
• BEAUTY: hydrating and energising treatments (e.g slimming/ﬁrming treatments (Biotherm homme Abdosculpt)
• ELECTRICAL GOODS: Innovations with added value, for example TANITA BF 579 impedence meter which calculates the body mass index as
well as the water content in the body. Success of the Bodymaster Vision from TEFAL launched in 2002.
• TEXTILES: ergonomic sports clothing, intelligent, high-performance textiles, biomimetics.
• SPORT: growing success of home ﬁtness and body conditioning equipment, shoes with appropriate shock-absorbing systems (e.g. Adidas
One),success of vitamin water and energy drinks

GLICO
GNC Women's Ultra
POWERPLATE
NIVEA
Vitamin supplement for improved BULL
GLACEAU
RED VIAGRA tablets KISS MINT (Japon) Mega Beauty and Vitality

device

Energy Fresh
gaming skills (Jap)
Vitamin C water
Program
BENEFITS SOUGHT:
Maintenance of physical and intellectual performance at a high level

HOLISTIC
HEALTH
GLOBAL
HARMONY

WELL-BEING
SURVIE
ERGONOMICS
ERGONOMIE
ORIGINS
ORIGINES
PLEASURE
PLAISIR

OTHER
ALTERITE
1. Harmlessness


5. Youth


A global approach to health and well-being integrating body and mind.
PRIORITY TARGETS:
Women 35-45, women seniors (55+)
DRIVING MARKETS:
Over-the-counter medicines, cosmetics, lifestyle
TRADE MAKE PRODUCTS AND SERVICES :
• EAUTY: Holistic brands such as ORIGINS, l ’OCCITANE, KERASTASE; a boom in beauty and well-being salons (e.g. Yuki Sharoni salon & day in
B
Los Angeles, combining hair salon, nutritional advice, treatments, aromatherapy, massages, etc), spas at home, development of oriental practices:
acupuncture, martial arts, Chinese medicine, reflexology massages, Shiatsu, etc.
• ISTRIBUTION: revision of the classic concept of GMS towards more personalised services: fresh fruit juice bars, softer lighting, warmer
D
materials
• UTRITION: new ingredients such as green tea, white tea, cranberries. Also “nutriceuticals” (Actimel, Pro-Activ, Micro-Fluid, etc)
N
• IFESTYLE: success of Feng Shui
L

Aroma-cosmetics LUMAE (L’Oréal + Coca-Cola)
DANONE
Actimel
Electronic Air purifier
Yuki Sharoni
ORIGINS
DÉCLÉOR
by Hitachi
salon & day

Alicament for the beauty of the skin
Activia
(Los Angeles)

BENEFITS SOUGHT:
Balancing / rebalancing, recharging one’s batteries, regenerating; harmony, plenitude, calm
Products offering double benefits, physical, overall wellbeing and psychological at the same time, reassurance, hedonism and
dreams

WELL-BEING
SURVIE
ERGONOMICS
ERGONOMIE
ORIGINS
ORIGINES
PLEASURE
PLAISIR

OTHER
ALTERITE
1. Harmlessness


5. Youth


A global approach to health and well-being integrating body and mind.

VENGA (functional energy drinks)

MOXA encens
COJEAN: jus d’herbe et salade santé
KUNCHOFUKU Air-Conditioned Bed
NESFLUID: Well Being Drink

a soft bed covering with two dual fans at
the foot of the bed which pull and circulate
air through the membrane(Jap)

HBI Acupuncture
wrist device to
improve sleep
+ 0 Air humidiﬁer
SUPERFRUITS
Yuki Sharoni
Lumaé (L’Oréal + Coca-Cola)
jus de fruit anti-oxydant
salon & day

LTK2000 Therapy Station (Japan)
(Corea)
Medifood for the beauty of the skin
(Los Angeles)
BENEFITS SOUGHT:
Balancing / rebalancing, recharging one’s batteries, regenerating; harmony, plenitude, calm
Products offering double beneﬁts, physical, overall wellbeing and psychological at the same time, reassurance, hedonism and dreams

YOUTH

WELL-BEING
SURVIE
ERGONOMICS
ERGONOMIE
ORIGINS

ORIGINES PLEASURE
PLAISIR

OTHER
ALTERITE
1. Harmlessness
2. Anti-stress

3. Tone / vitality


5. Youth


Fighting against ageing, remaining eternally young.
PRIORITY TARGETS:
Adults (40+) Seniors (55+)

DRIVING MARKETS:
Over-the counter medicines, nutritional supplements, cosmetics , fashion, cars

• BEAUTY: success of anti-aging cosmetics, home tooth whitening (Rembrandt, Colgate Simply white,Go Smile! etc), cosmetic surgery, BOTOX
injections, RETINOX “I’m 10 years younger”,
• HEALTH: VIAGRA, DHEA and hormonal treatments of the growth hormone type
• CARS: the Renault MODUS “Get bigger! Why?”

MAC DONALD ’S
Demi Moore for
Sharon Stone
ROC Retinox
Precision Age Delay Himalaya
BOTOX
Crete salad based diet
H.RUBINSTEIN
For DIOR
from CHANEL
Goji Berry Huice

BENEFITS SOUGHT:
Remaining on top form, at the top of one’s potential for as long as possible; preserving one’s health and youth.
Repairing the deﬁciencies linked to age, mental and physical decline

INDIVIDUAL
CONTROL

WELL-BEING
SURVIE
ERGONOMICS
ERGONOMIE
ORIGINES
ORIGINS

PLEASURE
PLAISIR

OTHER
ALTERITE
ALTERITE
1.Harmlessness
2. Anti-stress
3. Tone / vitality


5. Youth


I manage my life and my environment as I see it

PRIORITY TARGETS:
Adolescents (13-17), young adults (18-25), adults (26-55)

DRIVING MARKETS:
Design, fashion, decoration, entertainment and leisure (music and literature), health

BEAUTY: Development of professional treatments in kits for home use: skin treatments (dermabrasion); tooth whitening, home hair colouring
LIFESTYLE: Success of “young living space”, furniture in kits and modules/movable units
HEALTH: Expansion of self-medication, self-diagnosis
SERVICES: On-line banking (Egg in UK, Bnp Parisbas.net)

Professional brand
FUWARIKA by Kanebo
LAVERA developping
Anti odor candy for the skin
KLAF Sauna,
Self-assembly
Mobile ofﬁce furniture, WELLBOX
handcream for home use
JYVKES

BENEFITS SOUGHT:
I change according to my mood/Control of my appearance, my health/Autonomy

Five families of trends
for the next ﬁve years

Family n°2
ERGONOMY
ERGONOMIC
ERGONOMICS

Ergonomics
FROM EVERYTHING AND NOW TO MADE-TO-MEASURE

Consumer society favours the free, responsible individual. However, man is by nature gregarious and crazed
individualism is losing its appeal, as it leads to solitude and fragility in a world of technological or economic powers
that is gaining even more ground. Consumers have taken their destiny into their own hands for the past three decades
and are searching for access to products and services that can be used without learning and are speciﬁcally adapted
to their needs, as they are increasingly assisted by online technologies such as the Internet. We need to be able to get
everything ourselves ... and now! Autonomy includes the freedom of mobility, whether technological, food-related or,
and especially, mental; the refusal of all restrictions of any kind has led to a search for practicality, rapidity and ease of
use. No one wants to read instructions any more. We really do not need to do everything on the street in roller
skates, but to be able to do so is essential. In our protective, comfortable cocoon, on the other hand, we favour a
global harmony with an individual art de vivre” that is proteiform and corresponds to our hopes. From a brand
showroom to a Feng Shui balance, a faith without practice, a cosmic relationship with one’s imagination and a hoped
for environment. Pragmatic assistance for physically challenged people, whether young or old; moral support before
the great leap into the unknown. The denial of a burdensome, cumbersome, dangerous and violent world, and an
escape to the virtual one. An Olympian paradise or megabytes that wander from chip to chip.

AUTONOMY


SURVIE
WELL-BEING
ERGONOMIE
ERGONOMICS
ORIGINES
ORIGINS

PLEASURE
PLAISIR

OTHER
ALTERITE
1. Autonomy
2. Right now !
3. Mobility

4. Practicality
5 .Lifestyle
6. Comfort
7. Assistance
To be self-sufﬁcient for as long as possible
PRIORITY TARGETS:
Children (8 plus), adolescents (12-17), young adults (18-25), adults (25-55) and
seniors (55 + without severe handicap )
DRIVING MARKETS:
New technologies, ﬁnance / insurance, staple convenience goods, health, sport and leisure, services
LIVING ENVIRONMENT TRADE MARK PRODUCTS AND SERVICES:
• BEAUTY: Professional home hair colouring kits (Color Expertise from L’ORÉAL PARIS), dental whitening kits, dermabrasion kits,long lasting
styling,antiperspirant, 2 in 1...
• DISTRIBUTION: Development of self-service supermarkets (YATOOPARTOO, 7eleven, Kombinis in Japan)
• LONG LASTING PRODUCT: watches without battery: Kinetic by Seiko

Samsung's Hauzen robot IKEA Home Design kit
SEVEN ELEVEN
DAILY MONOP
CANDY Trio - combination oven, hoover.
convenient
Convenience store
hob and dishwasher in 60cm space
stores Kombinis

BENEFITS SOUGHT:
Availability (access), long-lasting, permanence, ease, simplicity, evidence, automated (intuitive, simple applications)

RIGHT NOW!


SURVIE
WELL-BEING
ERGONOMIE
ERGONOMICS
ORIGINES
ORIGINS

PLEASURE
PLAISIR

OTHER
ALTERITE
1. Autonomy
2. Right now !
3. Mobility

4. Practicality
5. Lifestyle
6. Comfort
7. Assistance
No more waiting, enjoy everything one wants, at any time and in any circumstances.
PRIORITY TARGETS:
Young adults (18-25), adults (25-55)

DRIVING MARKETS:
New technologies, entertainment industry, service industry, beauty

LIVING ENVIRONMENT TRADEMARK PRODUCTS AND SERVICES:
• BEAUTY: ”Coup d’éclat” (“touch of brilliance”) products, self-tanners (including DHA showers), minute face lifts etc. E.g. Ice Source
• TECHNOLOGY: FLOW, TRANSPORT, TELEPHONY: 3G mobile telephony services and on-line personal assistants of the BLACKBERRY type (to
come, 4G technology presented to CeBITT of Hanover)
• INTERNET: Ultra high-speed Internet subscriptions, possibility of permanent connection, at any time.
• SOCIAL LIFE: Speed dating

Swiffer Wet jet
Application de localisation MAC DO
Mc Cain Frit Up
Self Heating Coffee
STARBUCKS WiFi
et bornes de paiement express
BENEFITS SOUGHT:
• Immediate satisfaction of requirement/Information in real time/Availability and speed of action

MOBILITY


WELL-BEING
SURVIE
ERGONOMICS
ERGONOMIE
ORIGINS

ORIGINES PLAISIR
PLEASURE
OTHER
ALTERITE
1. Autonomy
2. Right now !
3. Mobility

4. Practicality
5. Lifestyle
6. Comfort
7. Assistance
Not being hampered, can move about in complete freedom and use products which adapt to my rhythm of life
PRIORITY TARGETS:
Adolescents (12-17), young adults (18-25), adults (25-55), seniors (55+)
DRIVING MARKETS:
• obile telephony, transport, the food industry, beauty, household upkeep, living accommodation (student residences and hoteliers), tourism
M
(Timeshare, bungalows, mobile homes, camping cars) and leisure
• BEAUTY: Travel kits, single applications (e.g. Nivea Monodose after sun mask), extra-ﬂat makeup cases
• ELECTRICAL GOODS: Mobile household electrical goods: SAMSUNG Micro Mobile microwave ovens (less than 10kg, carry handle,
rechargeable), GPS, DVD players in cars
• TECHNOLOGY ACCESSIBLE FROM EVERYWHERE: laptop and Wiﬁ, PDA
• ENTERTAINMENT ACCESSIBLE FROM EVERYWHERE: Ipod, Sony PSP, mini DVD Player, TV on mobile phone

ENVIRONNE takeaway PIZONNI
HEINZ
STARBUCKS

wipes to clean vegetables

On the go BBQ grill
Micro-onde USB
MILTON « no soap
or water! »

Take-out coffee
bottled

BENEFITS SOUGHT:
Ease of transport, nomadic in nature and mobility, practical characteristics, lightness, polyvalence, functionality, ease of use, multi-connection,
interaction, permanence, instant availability, instantaneous, speed and speed of access, communication and access to information, adaptability and ability
to be modularised for equipment in relation to the diversity of living accommodation (work and leisure)

PRACTICALITY


WELL-BEING
SURVIE
ERGONOMICS
ERGONOMIE
ORIGINES
ORIGINS

PLEASURE
PLAISIR

OTHER
ALTERITE
1. Autonomy
2. Right now !
3. Mobility 4. Practicality

5. Lifestyle
6. Comfort
7. Assistance
With the world becoming more complex, a demand for reduction of constraints, obtaining pleasure, time gain

PRIORITY TARGETS:
Adolescents (12-17),young adults (18-25), adults (25-55), seniors (55 +)

DRIVING MARKETS:
• Electrical goods, cleaning hygiene, nutrition, furniture in kits

• FURNITURE: Success of IKEA (world leader in furnishings and 60 years of strong growth with furniture in kits to be taken away, click-click benches,
fold-away beds, trestles, folding chairs)
• SERVICES: MONEO card (payment made easy) and NAVIGO (communal transport in the Ile de France area)
• BEAUTY: Multi-function products, express (e.g. shampoo for fast drying), 2 in 1, e.g. makeup remover + lotion, lip + cheek pencils, long-lasting
products; beauty drinks, beauty MICROFLUID, adapted to each beauty problem)

CANARD cleaning kit
containing 4 soap reﬁlls

Robot soda dispenser
JOSEPH JOSEPH
« Chop2pot »,
ALESSI
HUGGIES
Hermé+ Crasset
Waterproof disposable huggies

chopping board
BENEFITS SOUGHT:
• Simplicity, practical to use
• Items easy to understand, easy to assemble, intelligent design, easy to understand instructions
• Research into the items, functional quality: intuitiveness, adaptability, easy to handle, practicability, efﬁciency, ease and speed of use, time-saving, multi-
function, ready to use or prepared etc.

LIFESTYLE
LIFESTYLE


SURVIE
WELL-BEING
ERGONOMIE
ERGONOMICS
ORIGINES
ORIGINS

PLAISIR
PLEASURE
OTHER
ALTERITE
1. Autonomy
2. Right now !

5. Lifestyle
6. Comfort
7. Assistance
Material values are balanced today by immaterial dimensions which must include psychological and multi-sensory dimensions. Emotion becomes an
important value.
PRIORITY TARGETS:
Young adults (18-25), adults (25-55) and seniors (55 +), women, but also an even younger target: children (7-10)
DRIVING MARKETS
Architecture, decoration/design, outside catering, cosmetics, luxury markets
• ARCHITECTURE/HOUSE/DECORATION: Growing inﬂuence of designers in furnishing and items for daily living to enrich the functional
nature of a more expressive form, aesthetics and sensuality (E.g. Colour codes and contemporary shapes of furniture and other items from
M. Crasset, furniture and lemon press from P. Starck, armchairs from M. Newson etc.).
• BEAUTY: Multi-sensory textures and packaging, search for aesthetic and sensual packaging, reference to worlds with strong identities/lifestyles
(Caudalie with vinotherapy, Lush, Aveda, the dreamy nature of Nuxe, Kerastase beauty rituals),eaux de Colgne by Marc jacobs, Jil Sander
Style,Davidoff Silver Shadow

BRABANTIA
BANG OLUFSEN
Fiesta Kitchen Knives by VINERS
Lemon press NESPRESSO
Embryo chair
PHILIPS Aurea
Trash disposal
by P. Starck
coffee machine
M.Newson

BENEFITS SOUGHT:
• Improvement in the quality of life and daily environment
• Living the experience of the use and handling of objects: vibrations and sensations, sensuality, emotionality, psychological effects
• Being moved by the beauty of shapes, aesthetic harmony and enjoying pleasurable moments at the sight of objects or places.
• Being part of a group sharing the same values and the same taste in “beauty”

COMFORT


SURVIE
WELL-BEING
ERGONOMIE
ERGONOMICS
ORIGINS
ORIGINES

PLAISIR
PLEASURE
OTHER
ALTERITE
1. Autonomy
2. Right now !

5. Lifestyle
6. Comfort
7. Assistance
The search for both exterior and interior comfort in all life situations

PRIORITY TARGETS:
Young adults (18-25), adults (25-55) and seniors (55+)

DRIVING MARKETS:
The world of sport, cars, textiles, furnishing industry and living environment in general


TECHNOLOGY: Lifestyle and living environments invaded by screens, multimedia and wireless connections throughout the house

FURNITURE: Adaptation of objects and buildings to man’s new morphology (e.g.: height of kitchen worktops and bathroom washbasins
reevaluated), inﬂuence of the functional nature of professional chairs, studies on the 127° position, Lounge Armchair from VITRA, Relax armchair
from Eric Jourdan (Roset range), Calin from P.Mourgue (CINNA), and comfort relaxation seats

CARS: Ever more comfortable interiors but, most particularly, aids to make driving easier (speed regulator, ABS, stabilisers etc.)

BEAUTY: Second skin products, ultra-rapid penetration products, comfort and well-being products, e.g. facial colour embellishers

BIOTHERM
NIKE Free

ARMGELsecond skin
Eames lounge chair
sense comfort

MEPHISTO
MIOCARE
COMPEED
technology
Non-Biological
Second skin bandage

BENEFITS SOUGHT:
washing powder
Well-being and physical and mental relaxation
Better concentration and brain function

ASSISTANCE


SURVIE
WELL-BEING
ERGONOMIE
ERGONOMICS
ORIGINS
ORIGINES

PLAISIR
PLEASURE
OTHER
ALTERITE
1. Autonomy
2. Right now !

5. Lifestyle
6. Comfort
7. Assistance
A need for explanations, help and reassurance in an ever more complex world
PRIORITY TARGETS:
Young adults (18-25), adults (25-55) and seniors (55 +), Seniors (65 +), disabbled people
DRIVING MARKETS:
Insurance, cars (24/24 assistance), agri-food industry, computing, security
• AFTER-SALES SERVICE: Telephone assistance becoming more general, more and more complete, high-performance after-sales services
• AIDS FOR MAKING CHOICES: Internet comparison makers (e.g. Kelkoo), magazine (e.g. Que Choisir) or FNAC guides to facilitate choice
amongst the plethora of offers; labels (label rouge, Stiftung Warentest in Germany , etc.)
• COSMETICS: Expiry after opening date indicating the period during which the product can be used after opening to prevent incorrect use of the
product, coaching (beautician, hairdressers, makeup artists); “SOS” and emergency beauty treatments, SOS Summer treatments from SUNSILK.
• ELECTRICAL GOODS: Intelligent household electrical equipment (refrigerators linked to the Internet, SAMSUNG, ROWENTA type robot
vacuum cleaners/Trilobite Electrolux)
• HEALTH: insulin injector, scuba diving computer

Dr Pastorek
NESTLE Fitness
LG Internet fridge
APPLE Genius Bar
MICOACH
Home skin lab
CD ROM
DORO Phone
Coaching by Adidas and Samsung
for seniors
BENEFITS SOUGHT:
• Obtaining aid at any time, simply, efﬁciently and quickly
• Potential to improve one’s performance, to resolve problems, to optimise
• Feeling and being permanently in total safety, beneﬁting from faultless monitoring
• PreservingVISIONof life at 2013
HOME quality 2008 – any age

SURVIE
WELL-BEING
ERGONOMIE
ERGONOMICS
ORIGINS
ORIGINES

PLAISIR
PLEASURE
OTHER
ALTERITE
1. Autonomy
2. Right now !

5. Lifestyle
6. Comfort
7. Assistance
A need for explanations, help and reassurance in an ever more complex world
PRIORITY TARGETS:
Young adults (18-25), adults (25-55) and seniors (55 +), Seniors (65 +), handicapped people

Free Box
Kohler DTV Digital shower: system that caters for your exact showering TOM TOM GPS

Universal remoteby David Charcon
requirements.

Dr Pastorek
Home skin lab
Micoach
VITA-CRAFT Robotic
APPLE Genius Bar
Coaching by ADIDAS and SAMSUNG
DORO Phone for seniors
cook wear
system.The cook top
itself is flame free and
BENEFITS SOUGHT:
consists of a RFID
• Obtaining aid at any time, simply, efficiently and quickly
computer chip.

• Potential to improve one’s performance, to resolve problems, to optimise
• Feeling and being permanently in total safety, benefiting from faultless monitoring
• PreservingVISIONof life at 2013
HOME quality 2008 – any age

Five families of trends for the next ﬁve years

Family n°3
ORIGINS

Origins
People and things, the link to time and truth, from tradition to original state, to education and the search for a future
to be constructed as a result of technology.

Technological progress has distanced us from the rural world, the basis of our origins. Westerners, mixtures of many
cultures, European, Western and non-Western, now integrate the hybridisation of nature and technology. The idea of
a mute nature, ecology seeks to preserve the vestiges of an original land. Tradition becomes a marker and proof of
quality, shown by the success of organic products, farm labels, and the search for the traceability of origin. There is
also the appearance of a new ethnicity, of hybridisation, the search for real identity for all those rootless people from
whatever territory. There is a return to source, refuge in a world using the past as a reference, where variable time
was perhaps considered in a different way. Playing for time over development which is sometimes rejected,
globalisation that is difﬁcult to understand on a small individual scale, generate the requirements of leaders of
opinion, even if they are contested, in a world where each person must build his own markers (José Bové,
NGO…). This is accompanied by a rejection of the consumer signs such as brands ( NO LOGO), or, conversely,
rallying behind strongly ethical brands and lasting development. Because in the end, for the most part, the future
continues to bring hope, tomorrow’s natural will perhaps be synthetic and consumption the source of new origins.

IDENTITY


Tendances à Moyen Terme

SURVIE
IDENTITY
SIMPLICITY
ERGONOMIE
ETHNIC
ORIGINES PLAYING FOR TIME

PLAISIR ETHICAL
ALTERITE
ALTERITE
IDENTITY
The need for roots, a feeling of ethnic, religious or sexual belonging, for all rootless people.
PRIORITY TARGETS:
Younger and older consumers

DRIVING MARKETS:
Luxury, fashion, makeup, jewellery, music, cars
• BEAUTY: skin diagnosis to understand the needs of one’s skin and know oneself better. Segment ranges by skin type; Haute couture brand cosmetics, for example GIORGIO
• ARMANI COSMETICS, PRADA COSMETICS. “Made-to-measure” cosmetics, for example DNA Face Cream, made using the DNA code of the consumer (LAB 21, USA)
• SIGNS OF QUALITY OR BELONGING: The Swiss Made label is the most direct and strongest sign of quality for a watch, labels for gay friendly chains like TIM HORTONS in
Canada
• COMMUNITY BRANDS: products made for special community, religions (Halal or Kascher fast food chains)
• HIP HOP UNIVERSE: Some codes have been appropriated by the Hip Hop culture: big size, shining -- Hummer cars
• SPORT UNIVERSE: Mainly referring to sailing and diving (TAG HEUER, BREITLING, OMEGA) or aviation (BELL ROSS) thanks to chronograph dials, elastomer bracelet, iron,
colors (yellow, red)
• FASHION RELATED: Products design by famous designers or gurus of the fashion world: the power of luxury and designer brands to give a feeling of socio-cultural belonging

HONEY
DIXY CHICKEN
Rice Cooker with remote controller
Halal Fast Food chain

BENEFITS SOUGHT:
MARHABA
Afﬁrmation of identity, existing, being accepted and recognised, having an inﬂuence
Chocolat Halal
Being different from others, or from another group

ECOLOGY
ECOLOGY


SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINES
ORIGINS

PLAISIR
PLEASURE
OTHER
ALTERITE
ALTERITE
1. Identity
2. Ecology
3. Ethnic and Hybridization
4.Playing for time
5. Ethical
Protecting the environment, knowing how fragile our planet is.
CIBLES PRIORITAIRES :
Young adults (18-25), adults (25-55), seniors (55+)

DRIVING MARKETS:
Food industry, cars and transport, washing powders, electrical goods, cleaning products

• BEAUTY: Urban anti-pollution products, (e.g. JEANNE PIAUBERT Cityzen Care, CLINIQUE City Block, Hydra Detox from BIOTHERM), natural
products (e.g. Eau de raisin from CAUDALIE, etc.), AVEDA and its “earth friendly” products made from natural products, not tested on animals,
respecting the needs of lasting development and the packs of which are made from 80% recyclable materials, NATURA from Brazil,Stella Mc
Cartney cosmetics...

Recyclable rubbish The success of BIO SPECTRA coloring METHOD ﬂushable

Cook It Raw
CITROEN Cactus
bags, FAVRY
AVEDA in US
cleaning wipes

BENEFITS SOUGHT:
• Preservation of the nature (animal, vegetable)
• Prevention, precaution, harmlessness, health
• Recyclable, biodegradable, naturalness

ETHNIC


SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINS
ORIGINES
PLEASURE
PLAISIR

OTHER
ALTERITE
ALTERITE
1. Identity
2. Ecology
3. Ethnicity and Hybridisation
4.Playing for time
5. Ethical
An imaginary ethnicity, bringing both identity and dreams, and the taste for hybridisation of styles and cultures.
PRIORITY TARGETS:
Adolescents (12-17), young adults (18-25), adults (25-55), all rootless populations (immigrant populations, diasporas)

DRIVING MARKETS:
Tourism, entertainment / music, furniture, outside catering, complementary medicine, table arts, etc.

• BEAUTY: The ﬂagship brands from L’ORÉAL, under the umbrella trademark SOFT SHEEN-CARSON, of which DARK AND LOVELY, OPTIMUM
CARE, BREAKTHRU are for the general public, but also Wave Nouveau Coiffure, Care Free Curl or Mizani for professional products. Cf. also the
treatment ranges and ethnic makeup from L’ORÉAL; SHISEIDO has a very Japanese style of makeup, the IMAN makeup brand for black people;
North African products: henna, black soap, argan oil, etc. THE BODY SHOP African spa products, products from Asia with a rice powder or
bamboo base, Chai Hu (SHISEIDO, KENZO), products from India (KAMA, etc.)

IMAN make up for
black people

CONE INN pizza en wrap
Beyonce Knowles for Pepsi

METHOD
SENSEO colombia
ylang-ylang
“Africa Spa” range
blend

daily shower spray
from THE BODY
SHOP
FRANCE KEBAB
Kebab du pêcheur
BENEFITS SOUGHT:
• ride, harmony and social integration
P BORDEAUX CHESNEL
LOUISIANA GOLD
Agneaux/poulet/Façon
Wasabi pepper sauce
couscous

ETHICAL


Beauty Vision

SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINS
ORIGINES
PLEASURE
PLAISIR

ALTERITE
OTHER
ALTERITE
1. Identity
2. Ecology
3. Ethnicity and Hybridisation
4. Playing for time
5. Ethical
Drop in standardised markers, need for sense and ethics.
PRIORITY TARGETS:
Young adults (18-25), adults (25-55)

DRIVING MARKETS:
Clothing / fashion, house decoration / furnishing, jewellery

• COSMETICS: THE BODY SHOP which has exploited the absence of tests on animals (more or less true), since the beginning of the 1980s. The
AVEDA brand which is committed, through its charter, to be environmentally friendly and to contribute to lasting development.
• LUXURY: Gold charm bracelets from LOUIS VUITTON sold in aid of UCF (United Cancer Front); CALVIN KLEIN T-shirt designed by Jeff Koons
for ICMEC (International Centre for Missing and Exploited Children); the RED PROJECT (American Express, Giorgio Armani, Apple…); etc…

ECODOO
AVEDA
VEJA
American Express
AMERICAN APPAREL
Les paniers de légumes de Joël
Sustainable development
R.E.D
Thiébault ou de Passard
BENEFITS SOUGHT:
• Knowledge and monitoring of manufacturing conditions
• “Good conscience” linked with consumption, act of purchasing
• Contributing to the 2008 – 2013
of living conditions of populations/workers at
HOME VISION improvement
source

Five families of trends for the next ﬁve years

Family n°4
PLEASURE

Pleasure
From the discovery of other worlds to conviviality, to the hedonism of indulgence, which can lead to deﬁance
and regression

The search for pleasure is one of the greatest needs of humanity, after satisfying the need for survival by health and protection
from a hostile environment. In a world where work only occupied 11% of the life of a French person in 2000 (instead of 42%
in 1900), pleasure has become a way of life and the search for pleasure a reason for living.
Obviously the search for pleasure starts with discovery of other worlds, other imaginary universes, and the need for
knowledge to be able to understand. Pleasure quickly becomes regressive, childhood memories and the playful actions and
emotion of Proust’s Madeleines. The relationship to childhood currently outshines codes, shapes and colours to change even
human relationships. In a cold, technological world, pleasure has become sensual but also emotional, in search of strong
sensations, literally for having a ball. Hedonism has become a universal quest, a sort of prolonged adolescence going from
puberty to the menopause, where individualism veers towards narcissism, in the search for collective aesthetics. LOFT STORY
and POP IDOL for all, Andy Wharhol was right, it is a pop society and every one can dream of his moment of glory. Each and
every one of us wants to be master of our own destiny, changing things our selves and expressing our own desires and
creativity. However it is not just customisation that is wanted and the result must be a success. “I did it” must be understood
by “I made a success of it”. This search for pleasure nevertheless generates its own need to conform, without really breaking
away, naturally giving rise to deﬁance, deviance in relation to the established order of the great TV channels and mass culture.
How should desire be regenerated in a world where pleasure is obligatory?

DISCOVERY


SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINES
ORIGINS

PLAISIR
PLEASURE
OTHER
ALTERITE
ALTERITE
1. Discovery
2. Self-creativity/
3. Regression
4. Hedonism
5. Strong sensations and having a ball
6. Narcissism
7. Defiance
customisation
The pleasure of learning, playful discovery.
PRIORITY TARGETS:
All targets: children, adolescents (13-17), young adults (18-25), adults (25-55), seniors (55 plus)

DRIVING MARKETS:
Design, tourism, leisure, entertainment, new catering concepts

• COSMETICS: Exotic ingredients such as green tea (2002-2003), ethnic inspiration cosmetics such as The Body Shop, or regional like l’Occitane or
Le Petit Marseillais.
• MULTIMEDIA: on-line learning sites via the Internet and portable Multimedia, new music telephones (mobile phone combined with an I-Pod),
satellite television and terrestrial digital television giving access to a greater number of channels for everyone

GREEN TEA wet tissues

Fusion cuisine at
El Bulli
Ithaa

ABSOLUT Ice bar

HAGEEN DAZS
Under water restaurant

Exotic collection
Ferran Adria

BENEFITS SOUGHT:
• Initiation, learning, education, discovery
• Final benefit: self-fulfilment

CUSTOMISATION


SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINS

ORIGINES PLEASURE
PLAISIR

OTHER
ALTERITE
ALTERITE
2. Self-creativity/
1. Discovery
3. Regression
4. Hedonism
6. Narcissism
7. Defiance
customisation
Letting one’s own creativity be fulfilled and deciding to do things oneself compared to an imposed method.
PRIORITY TARGETS:
Families, children, young adults (18-25), adults (25-55), seniors (55 plus)

DRIVING MARKETS:
The house (DIY, interior decoration, gardening), creative leisure, cooking

• MULTIMEDIA: Digital photography: digital equipment (camera, computer, software, printer) now accessible allowing re-touching / personalisation of
photos at will and customisation of items
• FASHION: customisation on-line of trainers of the type, NIKE ID, made-to-measure manufacture of LEVI’S jeans in store, charms and crystal
customization (SWAROVSKI)
• BEAUTY: custom made fragrances (Le LABO NY,Serge Lutens…), cosmetics and haircare (Kerastase…)

The DESIGN CHAIN:
TYPHOON CAPSULES : kitchen
MIR
NIKE iD, customisation programm
DIESEL fragrance online
multi-purpose
range collection existing in different
Bottle personalization contest
customisation
Storage where pods can be
colors
added and removed
BENEFITS SOUGHT:
• Personal fulfilment, personalisation (avoiding standardisation), regaining a human, more personal dimension, to one’s immediate
environment
• The pleasure of doing things

REGRESSION


SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINS

ORIGINES PLEASURE
PLAISIR

OTHER
ALTERITE
ALTERITE
2. Self-creativity/
1. Discovery
3. Regression
4. Hedonism
6. Narcissism
7. Deﬁance
customisation
Going back to childhood to rediscover the simple pleasures and games of childhood spontaneity.
PRIORITY TARGETS:
Adults (25-55), seniors (55 plus)

DRIVING MARKETS:
Entertainment, fashion, lifestyle, leisure

• TEXTILES/FASHION: Hippie fashion wave (2003/04: hippie chic), Lulu Castagnette brands, return in force of the Petit Bateau brand, Adidas
Originals re-editions (in 2004), hybridisation (e.g. STEVE MADDEN, mixture of trainers and heels)
• LIFESTYLE: RÉSONNANCES chain (items for the house, re-edition of cooking articles, retro design items), the fashion for second-hand furniture,
second-hand sales , designer furniture fairs, reproductions, success of TAM TAM
• CARS: The new MINI, PT Cruiser, VOLKSWAGEN BEETLE, Renault MODUS,Smart One
• JEWELLERY: charms (SWAROVSKI),Hello Kitty by Victoria Cazal

GIANT microbes Soap Bref WC by
Chupa Chups perfume
Fiat 500
Nintendo Wii

Dish brush by Vigar
Dispenser

Alessi

BENEFITS SOUGHT:
• onsolation, comforting, return to childhood
C
• bsence of constraints, liberty, fantasy
A

HEDONISM


SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINES

PLAISIR
PLEASURE
OTHER
ALTERITE
ALTERITE
2. Self-creativity/
1. Discovery
3. Regression
4. Hedonism
6. Narcissism
7.Deﬁance
customisation

Pleasure for oneself and individualism, indulgent and sensory.

PRIORITY TARGETS:
Seniors (55 plus), adults (25-55),young adults (18-25)
DRIVING MARKETS:
Cosmetic industry, household equipment (= design), leisure, extra fresh produce and ice creams
• EAUTY: Increased multi-sensory nature of products (colours, textures, perfumes), “happiness” concepts such as Happyderm from L ’OREAL
B
PARIS with phyto-dorphins, hedonistic brands like NUXE, KENZOKI, etc.
• NTERTAINMENT: Home Cinema: watching a ﬁlm with the same quality as in the cinema
E

Condiment Gun

(JAP)

AIRSPUMA: sauce en spray
Moutardes et sauces redécouvertes
ustensil set, by GÜ Chocolate puds

JACKIE SHAPIRO

BENEFITS SOUGHT: Pleasure of all the senses (polysensoriality), both of a sensory nature and sensation
Pleasure that is allowed, safe, and totally without guilt (so healthy), varied pleasure, always renewed, emotion

STRONG
SENSATIONS

Beauty Vision

Medium term trends

SURVIE
WELL-BEING
ERGONOMIE
ERGONOMICS
ORIGINES
ORIGINS

PLAISIR
PLEASURE
ALTERITE
OTHER
ALTERITE
2. Self-creativity/
1. Discovery
3. Regression
4. Hedonism
6. Narcissism
7.Deﬁance
customisation
Pushing up the limits to have a ball.
PRIORITY TARGETS:
Adolescents, young adults (18-25)

DRIVING MARKETS:
Skating sports (QUICKSILVER, RIP CURL) Entertainment market and media (MTV, etc.), night club market, etc. .. at the extreme, the drugs market.
• SPORTSWEAR: ADIDAS AGRESSOR equipment, for football, OAKLEY sunglasses, skateboard brands like DC SHOES
• ENTERTAINMENT: JACKASS on MTV, FEAR FACTOR on TF1, EXTREM GAMES on ESPN sports, magazines like Choc or Entrevue
Newest generation video games: new Playstation 3, DS (NINTENDO)
• TECHNOLOGY: techno-convergence in the house, family computer takes up most of the space in the sitting room/meeting area and new sort of
gatherings
• BEAUTY: Botox parties in the US, products for sensations: textures games, phase changes

Botox kit
Jamiroquai concert in a plane
JACKASS 1 2 (MTV)
Ticket to space Nestlé
Fisherman’s friend
Organized by Sony Ericsson

BENEFITS SOUGHT:
• Strong sensations
• Immediate satisfaction /answer to
an impulse
VISION 2008 – 2013
HOME
• Pushing back the limits

NARCISSISM


SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINS

ORIGINES PLEASURE
PLAISIR

ALTERITE
OTHER
ALTERITE
2. Self-creativity/
1. Discovery
3. Regression
4. Hedonism
6. Narcissism
7. Defiance
customisation
Admiration of one’s own reflection, idealisation of oneself.
PRIORITY TARGETS:
Young adults (18-25), adults (25-55), senior (55 plus)

DRIVING MARKETS:
Entertainment, beauty, fashion

• ENTERTAINMENT: Reality television, personal development books
• DISTRIBUTION: hype shops (COLETTE), loyalty cards / VIP cards
• INTERNET: Blog on Internet
• BEAUTY: Personalised skin diagnosis + appropriate beauty prescription (e.g. CHANEL)
• LIMITED EDITIONS (sneakers, fragrances, clothes,toys…)

American idol tv show
COLETTE
LOVE BODY (Jap)
Fuck Me I’m famous
Mc DONALD’S global casting
JAMIE OLIVER’S sauces
Mineral water
T-Shirt
Call “You could be a global
star on our packaging”

BENEFITS SOUGHT:
• ecognition, search for2008 – 2013
made a star
R HOME VISION celebrity, to be
• elf-fulfilment
S

TRANSGRESSION


SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINS

ORIGINES PLEASURE
PLAISIR

OTHER
ALTERITE
ALTERITE
2. Self-creativity/
1. Discovery
3. Regression
4. Hedonism
6. Narcissism
7. Defiance
customisation
The search for sensory ecstasy possibly going as far as defiance of the established order.
PRIORITY TARGETS:

DRIVING MARKETS:
Design, entertainment and leisure (music and literature), fashion, sport

• ENTERTAINMENT: Defiant physical exploits of Jackass
• DESIGN: Le Corbusier straw armchair, tiles with insect motifs, leather toilet seats (seen at Satellite trade fair in Milan, 2003), burnt furniture (smoke
chair from Martin Baas at Mooi, RENOMA armchairs with Manga prints, covered with vinyl or pierced),Dover street Market London...
• FASHION: “Porno chic”, “Hardcore” range of bags from DIOR (2004), “rocker” and biker outfits, tattoos and piercing
• BEAUTY: Product ideas taken from the food industry: e.g. BODY SHOP (banana shampoo, body butter), LUSH (chocolate for the bath, etc), OUT
OF BED styling gel from L ’OREAL Paris,comm des garçons anti-fragrances

Smoked furniture “Sausage” sponge
Energy drink
Synthetic sky Pearly Monster
THROWZINI’S Knife Block
SMOKE CHAIR
Cocaine
by COMME DES GARCONS
from Martin BAAS

BENEFITS SOUGHT:
The pleasure ofVISION 2008 – 2013
HOME danger, the forbidden/Shocking, provoking, asserting oneself/Opposition to dominant role models (challenging
“good taste”)

Five families of
trends for the
next ﬁve
years

Family n°5
OTHERS

Others
From status to self empowerment, to the emotional, to new happiness for couples, to
refocusing on the clan, the need for sense can go as far as neurosis

After having tried all the pleasures, the motivation of being “alternative” in relation to
others, conditions our behaviour, our habits and attitudes. Status, a motivation as old as
humanity, is one of the first reflexes of populations who want to demonstrate their new
wealth and their superiority on the social scale. To do this, consumers today are ready to
take their individual destiny in hand, motivated by ego-casting: “I can do it too!”. Such a
search for success cannot mask the need for affection, for a sharper emotional
experience. Today, even men have the right to cry in public. In the context of loss of
influence by the old support structures offered by religion, the Army, school or the
unions, people are reconstructing their circle of security, whether it be by new
happiness for couples or by refocusing on the clan. New family models are appearing,
reconstructed or built on a pragmatism greatly distanced from the trademark models of
western society. Moreover, a society founded solely on monetary principles, wealth and
consumption does not supply the immaterial dimension that humans need to survive.
The need for sense appears to be a more and more important motivation, from
consumption to spirituality. If it is unresolved, this motivation could quickly let people fall
into neurotic attitudes and behaviour, which could veer towards pathological drift.

STATUS


SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINS

ORIGINES PLEASURE
PLAISIR

OTHER
ALTERITE
ALTERITE
5. Refocusing
1. Status
2. Ego-casting

3. Emotional
4. New happiness for couples

6. Need for sense
7.Neurosis
on the clan

Stating one’s difference by displaying distinctive signs of status.
PRIORITY TARGETS:

DRIVING MARKETS:
Design, fashion, entertainment and leisure (music and literature)

• HI-TECH: Expansion of home cinemas integrated into the sitting room and growth to two ﬁgures of the market for ﬂat screens for the sitting
room (More than 70% of the TVs offered at FNAC), BANG OLUFSEN stereos and equipment, VERTU jewelled telephone
• READY TO WEAR: Haute couture ready-to-wear, e.g. ARMANI JEANS, DIOR, etc. and their copies, e.g.. ZARA
• CARS: Major brand 4x4s, e.g. Porsche Cayenne, Hummer + Audi R8,Mercedes SLR...
• ACCESSORIES / JEWELLERY: from DIOR sunglasses to CARTIER rings and watches
• PERFUMES AND COSMETICS: Haute couture beauty brands, e.g. GIORGIO ARMANI COSMETICS, CHANEL PRÉCISION, etc.

The TT911P2 toaster, Boysenberry Nespresso machine
Cuisinère La Regent hotels
by the Porsche Design KitchenAid Artisan designed by Porsche
Cornue
tables

Studio

Food Mixer

BENEFITS SOUGHT:
Being HOME and recognised, need to belong, statement of identity, display of social status
known VISION 2008 – 2013

EGO CASTING


SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINS

ORIGINES PLEASURE
PLAISIR

OTHERS
ALTERITE
ALTERITE
1. Status
2. Ego-casting

3. Emotional
4. New happiness for couples 5. Refocusing on

6.Need
8.Névrose
7.Neurosis
the clan
for sense
Being the author of one’s decisions, anticipating and acting.
PRIORITY TARGETS:

DRIVING MARKETS:
Entertainment, fashion, lifestyle, leisure
• INTERNET: Emule for compiling one’s discotheque, Itunes, Daily Motion...
• SPORT: Technology that increases performance, e.g. ADIDAS One with an electronic chip
• COSMETICS: BIOELEMENTS, loaded with pure active ingredients

NUMARK DJ deck for ipod
APPLE Itunes
Kylie Minogue fragrance
Sarah Jessica Parker fragrance
Intelligent cooking system

BENEFITS SOUGHT:
Being active, anticipating, being informed, doing it oneself

EMOTIONAL


SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINS

ORIGINES PLAISIR
OTHERS
ALTERITE
ALTERITE
5. Refocusing on

6. Need for sense
1. Status
2. Ego-casting

3. Emotional

the clan

7.Neurosis

Bringing back emotional enchantment to daily life.
PRIORITY TARGETS:

DRIVING MARKETS:
Entertainment, fashion, lifestyle, leisure, perfumes

• VINTAGE AND RE-EDITION: Success of secondhand fairs (represent 17% of furniture sales) and furniture with a history (re-edition of classics:
EAMES, PROUVE,NELSON at VITRA), items and re-edition of items with a soul (RESONNANCE)
• TECHNOLOGY: Linked to emotion: APPLE (I.mac, I.Pod, etc.), and SONY ERICSON products, musical rings for mobiles
• PERFUME AND COSMETICS: Emotion is often the basic promise of a perfume (Eau torride by Givenchy), as it is for makeup (Juicy Wear by
Lancôme)

Eames furniture
Paté à tartiner du Limousin
ALMO NATURE cats food
Re-lunch of the
reedition from 41-78
traditional french
“Savon de Marseille”
BENEFITS SOUGHT:
Need for emotional warmth
Authenticity, reassurance and – 2013
HOME VISION 2008 sense
Search for a living environment and signiﬁcant, personiﬁed items

FOCUSING
OF THE CLAN

SURVIE
WELL-BEING
ERGONOMICS
ERGONOMIE
ORIGINS

ORIGINES PLEASURE
PLAISIR

ALTERITE
OTHERS
ALTERITE
1. Status
2. Ego-casting

3. Emotional

5. Focusing on

6.Need
the clan

7.Neurosis
for sense
The clan as a reference and as a living environment.
PRIORITY TARGETS:
Adolescents (13-17), young adults (18-25), adults (26-55), seniors (55+)

DRIVING MARKETS :
Fashion, lifestyle, leisure, sportswear, music and entertainment

• TEXTILES: Streetwear accessories and clothes of the type DIA, FUBU, NIKE or skating sports (QUICKSILVER,RIP CURL,etc.)
• MUSIC: Neo Metal, reggae, electronic music, Hip Hop, etc.
• SPIRITS: Smirnoff Ice, Rémy Red, etc
• BEAUTY:Community fragrances (Sean John for the Hip Hop fans, Volcom or DC for the riders community…)/ Ethnic cosmetics/Hair coloration
TWITTER
Apple App store

Bearbrick by
Party proof stylin
MILKA Fan page on Facebook
Kitchen designs
DC shoes
MEDICOM
by L ’OREAL

BENEFITS SOUGHT:
Sharing HOME VISION 2008 – values and tastes
common and standard 2013
Claiming one’s own characteristics in relation to the outside world

NEED
FOR SENSE

Clúster Hàbitat - Loeb

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Clúster Hàbitat - Loeb