LSN : Daily Signals : Stat: American Gen Z’s are spending more on diamonds than any other generation

Noble Panacea taps into longevity’s protocol era

Noble Panacea Repair Reset Cream, Global

Global – Noble Panacea is reframing stressed skin through the language of longevity with The Exceptional Repair Reset Cream, a 30-day targeted intensive treatment priced at £325 ($434, €379).

Designed to replace a regular moisturiser during periods of acute or chronic stress, it is a product with a time-bound protocol that has compound value through repeated use.

Formulated for cortisol-stressed skin, the cream uses Noble Panacea’s patented OSMV technology to continuously release neuroactives, including wild indigo extract and medicinal mushroom extract. The product is said to reduce inflammation, neutralise stress and repair the skin barrier, while naturally reducing the overproduction of stress-induced cortisol in skin cells and lowering redness and irritation.

The launch aligns with insights from our New Codes of Luxury: The Longevity Effect report, made in partnership with The Together Group, which unpacks how the beauty industry is moving from products to protocols to meet the needs of longevity-conscious consumers.

Strategic opportunity

Reframe products as time-bound systems that build cumulative value. Create 7-, 14- or 30-day protocols with clear progress markers, ritualised use and language that makes longevity feel lived

Mercedes-Benz and WTA debut star-shaped tennis court as experiential branding play

Germany – Mercedes-Benz and the WTA have unveiled a three-sided tennis court shaped like the carmaker’s star logo ahead of the Berlin Tennis Open, creating a new format designed to deepen fan engagement through live brand experiences.

The Mercedes-Benz Signature Court features three nets and adapted rules, allowing three players to compete simultaneously. Brand ambassador Coco Gauff joined Paula Badosa, Clara Tauson and Sabine Lisicki for the launch event, attended by 1,500 fans.

The experience highlights how immersive formats can transform familiar visual identities into novel, participatory events and extend sponsorship beyond traditional logo placement. The court will remain open to ticket holders during the Berlin Tennis Open as part of Mercedes-Benz’s strategy of creating immersive brand moments through its WTA partnership.

The concept reflects a wider shift identified in LS:N Global’s Game-Changers: The Future of Sports Fandom report, which explores how brands are using experiential activations to build deeper connections with sports fans.

Mercedes-Benz and WTA's star-shaped court, Germany

Strategic opportunity

How can you re-imagine iconic brand assets as interactive experiences to turn audiences from observers into participants?

Stat: American Gen Z’s are spending more on diamonds than any other generation

Billie Simone Jewellery, US

US – Gen Z are now the second-largest generation of natural diamond buyers in America. Despite making up 18% of all diamond buyers in the US, they account for 23% of total natural diamond sales by value, according to De Beers Group’s 2026 US Diamond Acquisition Study of 18,500 women aged 18–74.

Members of this generation spend an average of £2,770 ($3,700 €3,231) per purchase compared with £1,466 ($1,959, €1,711) among Baby Boomers. While Millennials lead all cohorts with 55% of sales by value, Gen Z purchase more frequently than any other generation at 1.83 occasions per year.

Reasons for purchase are changing alongside shifting life stages. Non-bridal occasions now account for three-quarters of overall US natural diamond sales, such as career milestones, personal achievements and birthdays.

This signals how the occasions economy is expanding and younger consumers are rewriting the rules of when and why a significant purchase is justified – a trend set to accelerate as The Great Wealth Transfer gathers pace.

Strategic opportunity

As Gen Z redefines the occasions that warrant a luxury purchase, brands should audit whether their product narratives are still anchored to life stages that no longer reflect how younger people mark achievement, identity and self-reward