Biography
Speaker and illusionist Laurent Beretta deciphers the mechanisms of attention, emotion and perception to help companies transform their customer relationships.
Magic as a laboratory of attention
An illusionist knows how to capture attention, trigger emotion and create a lasting memory. Laurent Beretta applies these mechanisms to the business world to reveal what truly influences our decisions and behaviours.
The “Wow” effect expert
Trained in customer experience by Forrester Research and certified in neuromarketing at ESSEC, he has developed an approach centred on three emotions: Surprise, Interest and Joy. His goal is to turn an ordinary interaction into a memorable experience.
From luxury to customer experience
For more than 25 years, Laurent Beretta has worked at the intersection of events, magic and major brands. LVMH, Chanel, Dior, Cartier, Air France, BNP Paribas, MAIF and Ubisoft are among the organisations that have called on him.
Bringing ideas to life
On stage, there is no such thing as a passive talk. Illusions, mentalism, interactive experiences and business examples make the mechanisms he explains instantly visible.
In 2026, Dunod published his book La magie derrière l'expérience client – Maîtrisez l'effet « waouh », a synthesis of his approach to emotion, perception and loyalty.
Customer experience is won through emotion. My role is to make those emotions visible so that teams can act differently.
Customer experience is won through emotion.
— Laurent Beretta
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