INTERVIEW: LAURENT HOUEL
Evian water may be used in some treatments but not in baths and pools as it’s too extravagant
has something to attract consumers beyond a great facility,” he explains. “We would not have just put an evian logo on a spa and say
‘this is great’. We had to tell an evian story.” T e story takes its inspiration from the
15-year journey that the spring water makes before emerging at the source in the heart of the Alps. T e evianSpa menu has 16 sig- nature therapies themed around the water journey – four for each of the stages. First is celestial, the start of the water cycle in the sky, which, says Houel, is represented by ‘let go moment’ treatments; second is mineral, the journey the water takes through the rocks, that lends itself to detox treatments; third is precious, where the water gathers in a reserve, which is linked to anti-ageing; and fourth is vital, the fl ow at the source of the water, which includes rejuve- nating treatments. T ese core signature treatments
will be offered at all evianSpas, but there will be the possibil- ity of adapting or adding more therapies according to local cul- tures. Equally there won’t be a set agreement with product houses,
Evian water has always been closely associated with health and wellbeing
“It’s an interesting business opportunity to develop our brand. It leverages our DNA and reinforces our image as a premium brand and our wellbeing anchor”
although skincare companies will need to work with the set treatment protocols. Water is obviously a USP, but while some
masks, facial sprays and steamers for beauty services actually incorporate evian water, you won’t fi nd an evian-fi lled pool or bath. Houel reasons: “T e minute you put water in a pool you have to treat it, so it won’t be evian anymore. We’re not planning evian baths because we don’t want to get into extravagant luxuries. Evian is close to the people and nature and an expensive treatment is not in keeping with the brand philosophy.” T e idea is that evianSpa architec-
ture will also take its cue from the Alpine environment – walls will look like the curves in mountains that have been shaped by water, while Houel also talks about sensory stimuli that will “really immerse the guest in the evian universe”. For example, natural sounds – not music – like fl owing water and wind rustling through the trees will be triggered when
32 Read Spa Business online
spabusiness.com / digital
customers get to certain points and there will be a signature Alpine scent.
COMMERCIAL MODEL T e majority of the evianSpa concept was developed by Houel and outside design- ers. But by his own admission, he isn’t a spa specialist: “I’d been exposed to the spa business indirectly in the past at companies like LVMH, so I had a certain knowledge, but I’m not an expert.” So, he started to look for an industry person to team up with. Two months before the Tokyo launch he found Patrick Saussay (see p36) who was previ- ously the managing director and in charge of international growth for the Swiss spa skincare company Aſt er the Rain. With a 15-year career in business con-
sulting for global companies such as BearingPoint, combined with the spa focus, Saussay was the right fi t says Houel: “I have the brand and marketing knowledge, but Patrick has the real passion and expertise when it comes to spas, the spa sector and the spa business.” Saussay helped put the fi nishing touches to the evianSpa concept
SPA BUSINESS 4 2012 ©Cybertrek 2012
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102