INTERVIEW
LAURENT HOUEL
Water brand evian® has created a new licenced spa concept that’s set for a strategic rollout around the world. We talk the global brand development director to reveal more about this exciting venture
KATIE BARNES » MANAGING EDITOR » SPA BUSINESS E
vian®. A global brand based on pure spring mineral water, health and vitality which promises to help people ‘live young’. What better fi t for a
branded spa concept that’s been developed for a global rollout? T e fi rst facility has just debuted at the Palace Hotel Tokyo as part of a us$1.2bn (€923m, £745m) redevelopment and there are already more in the pipeline. It’s an ideal match, says evian’s global brand development director, Laurent Houel:
“Evian is a water brand so there’s an obvi- ous link with spas, but it’s more than that. If you delve into our history, evian water has always been closely associated with health and wellbeing. It was discovered in 1789 by a French aristocrat, count de Laizer, who’s kid- ney pains dissipated aſt er drinking it. T is
The move into spas was spurred by evian’s successful Roller Babies campaign which gave the brand a real global platform
Evian will target fi ve-star hotels, such as the Palace Hotel Tokyo in Japan, in the rollout of its licenced spa concept
spurred on thermal spa experiences in the French Alpine town of Évian-les-Bain, with the fi rst facility opening in 1824 and in 1878 the health benefi ts of the water were recog- nised by the French Academy of Medicine. “Firstly, we think this move makes sense as
a relevant proposal in the spa industry. But secondly, it’s an interesting business oppor- tunity to develop our brand. It leverages our DNA and reinforces our image as a premium brand and our wellbeing anchor.”
NEW CATEGORIES Spas aren’t entirely new to evian, as Danone, its parent company, already owns two hotels with spas (Hôtel Royal and Hôtel Ermitage) located in its exclusive Evian Resort – previ- ously known as Royal Parc Evian (see sb04/ q1 p45) – in Évian-les-Bains. In addition,
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