NEWS REPORT
PETE HAYMAN » ASSISTANT NEWS EDITOR » SPA BUSINESS
ELLE editors were involved in designing the spa (right), heavily vetted products (above) and even created an ELLE Spa music playlist
ELLE comes to life with new Miami Beach spa O
ne of the world’s most iconic fashion magazines, ELLE, has unveiled a branded spa in partnership with the Eden
Roc Renaissance Miami Beach, US. It is the first venture of its kind for the
publication, which has joined forces with the luxury resort in a bid to establish a “once-in- a-lifetime” experience for guests. Opened in June, the development of the
new 22,000sq ft (2,000sq m) ELLE Spa has formed part of a wider us$200m (€152m, £130m) over- haul of the property. Among the facilities are six
treatment rooms and wet areas with whirlpools, cold plunge pools and heat experiences, while experience showers and relaxation space also feature. Te sauna and steam areas at the ELLE Spa
ship gives consumers the opportunity to experience the brand outside the pages of ELLE magazine, with a unique spa experi- ence created by ELLE editors.” Renowned US celebrity aesthetician
Tammy Fender; Yael Alkalay of Red Flower; and nailcare company Essie are among those to have provided an exclusive range of prod- ucts and treatments at the spa. Organic seaweed range Voya is also used at the new ELLE Spa, which allows visitors
“Consumers can experience the “Our music editors were even responsible
for creating an ELLE playlist for the treatment rooms and fitness centre featuring artists that have been covered in the magazine.” Under the terms of the venture, the Eden
Roc Renaissance Miami Beach owns the spa but is allowed to use the ELLE name through a licensing agreement. In addition, Eden Roc also manages and
operates the spa on a day-to-day basis, but worked closely with the magazine to ensure a unique concept was devel- oped for the hotel. David Siguaw, director of
brand outside the pages of ELLE, with a unique spa created by ELLE editors”
were supplied by the US company, Steam Sauna Inc, while Pools By German Inc were responsible for fitting the whirlpools. Elsewhere at the ELLE Spa, a boutique hair
and nail salon, a 24-hour beachfront gym and a group exercise studio have been added to the comprehensive wellbeing offer. For ELLE magazine, the opening of its
first branded spa is designed to appeal to consumers in a new, key market away from New York and Los Angeles. Liz Hodges, executive director of brand development at ELLE, says: “Tis partner-
to take advantage of a rooſtop deck with VIP cabanas and a light dining service. Te spa also includes a retail area which
showcases items that have been selected especially ELLE’s editors, who also had a say in every aspect of the development. Hodges explains: “ELLE’s beauty and fitness direc- tor, Emily Dougherty, was a consultant on the project and vetted every product line carried and treatment offered. “ELLE also brings its fashion halo to the
spa arena, with a selection of swimwear, jew- ellery and accessories picked by our fashion editors in the spa’s retail boutique.
20 Read Spa Business online
spabusiness.com / digital
sales and marketing at Eden Roc, says: “We developed marketing and branding partnerships with ELLE in conjunction with delivering a lifestyle experience via the Ren-
aissance brand. ELLE brings an enormous amount of health, beauty, service, lifestyle and elegant demeanour to the table.” With 6.4 million copies of ELLE magazine
sold each month across the world, Siguaw is also confident that the spa venture will help fulfil the hotel’s ambitions of offering an iconic global facility. “We hope to cultivate a world-renowned
spa that would drastically add to the overall guest experience at Eden Roc,” he says. “We found a partner that shared and pur-
sued the same visions that we perceive the hotel to represent. ELLE was perfect.” l
SPA BUSINESS 4 2011 ©Cybertrek 2011
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