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TOP TEAM


BARRY MCCAFFREY National director of sales, hotel and spa division, Clarins


“M


iraval will generate US$500k ("386k, £310k) in retail


sales of Clarins products this year,” says Barry Mc- Caffrey, “which is excep-


tional. It shows what’s possible with a substantial headcount and the right brand and marketing support. “I have to give credit to Michael Tomp- kins and Simon Marxer and his team at Miraval,” he continues. “One of the keys to making a successful brand change is the people at the top. They need to cham- pion the brand and make sure everyone’s on board – that’s essential to success. “When we presented to Miraval,” says


McCaffrey, “we explained we have three million US consumers we can expose to Miraval. Our Spa Life game has a million users and Clarins.com, has 300k visitors a month. We also have 700 department store


The retail area in the spa at Miraval drives high retail sales volumes


counters in the US and with retailer approv- al we can use these for marketing. “We’ve spent millions of dollars building the Clarins brand and distribution network and we put that power behind Miraval’s marketing to drive sales. For example, Claire Courtin-Clarins visited and Marie Claire sent out a fashion photographer. The result was a 14 page feature on Miraval in Marie Claire’s US edition. “Our only aim is to elevate our brand and to partner with the most authentic properties where we can elevate their


brand in return,” says McCaffrey. “At the moment, we’re working on a co-branded Miraval/Clarins retail spa kit”, says McCaffrey, it’s a way of expanding the exposure of our partnership to our customers and also raising the profile of Miraval in a way that benefits us both.” “Some spas were hesitant about Clar- ins,” he says, “but they’re learning we’ve got 60 years’ experience in spa, and having Michael Tompkins advocating our brand and confirming it’s been achieving results has been a great thing for us.”


SIMON MARXER


Spa director Miraval Resort & Spa


T


he foundation of the Miraval experience is touch, so when creat-


ing services we steer clear of fashionable new equipment and focus on utilising the skills of our staff,” says Simon Marxer.


90 LEISURE HANDBOOK 2014


“For example, I was interviewing a new member of staff and found she was highly skilled in Thai massage and also trained in acupuncture and craniosacral therapy, so we worked with her to create the Chi Grounding and Chi Journey, which blend these modalities. They’re phenomenal treat- ments and have been popular with guests. “Our new Nâga Thai treatment was developed by therapists Peter and Melanie who’d spent time in Thailand. The therapist is suspended on silks to enable a greater variety of angles and pressures and works


with the client on flexibility and strength in a treatment based on Thai massage. “In executing innovative treatments like these, you need very talented staff who are able to communicate intention and it’s im- portant to facilitate that special connection between them and the guests which can be so gratifying,” he says. “We talk to our customers – they tell


what treatments they like and we match them with a therapist. The more they share their needs and wants, the more we can help them.”


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