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Most custom will come from guests staying at the Es Saadi Palace hotel (above); there are many heat experiences in the Oriental T ermae (leſt )
BEAUTY & BEYOND “F
rom my experience, mas- sages in spas are great but I’m oſt en disappointed with the quality of anti-age- ing services and products,”
says Caroline Bauchet-Bouhlal, director of spas and marketing at the Es Saadi Gardens & Resort in Marrakech, Morocco. “So when I created our new spa, I wanted to have a leading brand in anti-ageing and Dior gave me this for both the face and body. Having an institute in a spa is something quite new and it was an idea that seduced me.” T e Dior Institut, which opened as part of
the Es Saadi Palace Spa last October, is the fi rst of its kind in a spa – although there are 10 other Dior Instituts worldwide, most of which are stand-alone facilities. An exten- sion of the Christian Dior fashion brand, the beauty institute has three core elements: 3D massage, a massage said to be based on an in-depth knowledge of muscle fi bres and energy circuits; micro-dermabrasion with sapphire particles; and skincare products featuring Dior anti-ageing concentrates. T e institute at Es Saadi has its own recep- tion area, two treatment rooms, a make-up
The Dior Institut at the
new Es Saadi Palace Spa, Marrakech, is the fi rst to
open in a spa environment. We fi nd out more
studio and outdoor relaxation terrace. It off ers an array of face and body treatments, as well as make-up lessons and beauty make-overs. “Most women would like to have more
beauty treatments, but they don’t have the time in their daily lives,” explains Bau- chet-Bouhlal. “Coming here on holiday gives them the perfect opportunity to do this. Plus Marrakech is a glamorous place where you go out to dinner and have par- ties.” She explains that aſt er hammams and massages, the make-up services are a very popular choice at the spa. At a time when beauty is making a come-
back in spas (see sb11/1 p20), the inclusion of the Dior Institut at the Es Saadi Palace Spa is certainly on-trend. It’s also a standout fea- ture in a city where high-end hotel spas are
“Most women would like to have more beauty treatments, but don’t have the time in their daily lives. Coming here provides the perfect opportunity”
64 Read Spa Business online
spabusiness.com / digital
booming – there are at least 15 currently in development, plus many already open (see sb10/4 p40). But what else does this new 3,000sq m (32,000sq ſt ) spa have to off er? And how was the concept developed?
SPA DEMAND
T e Es Saadi Gardens & Resort, situated in a luscious 20-acre (8-hectare) private garden near the centre of Marrakech, was founded by entertainment entrepreneur Jean Bauchet in 1951 and has been owned and operated by the Bauchet family for three generations. Caroline Bauchet-Bouhlal, who is married
to deputy general manager Jean-Alexandre (Jean’s grandson), joined the family business in 2001. With a background of marketing and fi nance, Bauchet-Bouhlal had worked in various countries for luxury brands like Lancôme and Lacroix and for mass mar- ket companies such as bottled water group Danone. “I’ve always had a passion for whole body wellness,” she says. Her initial task at Es Saadi was to create and manage the Ori- ental Spa, now in its 10th year. T e Oriental Spa is used by guests at the
Es Saadi Hotel, a 150-bedroomed property which was built 1966. However, with the opening of the new 90-suite Es Saadi Palace hotel and 10 luxury villas in 2008, time had come to extend the resort’s spa off ering. “T e [hotel] customers were so happy to have a spa and demand kept increasing,”
SPA BUSINESS 2 2011 ©Cybertrek 2011
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