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TOP TEAM: MIRAVAL BARRY McCAFFREY


National director of sales, hotel and spa division, Clarins


M


iraval will gen- erate us$500k (€386k, £310k)


in retail sales of Clarins products this year,” says Barry McCaffrey, “which is exceptional. 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. Tey need to champion the brand and make sure everyone’s on board – that’s essential to success. “When we first presented to Miraval,” says


McCaffrey, “we explained we have three mil- lion US consumers we can expose to Miraval. Our Spa Life game has a million registered users and Clarins.com, has 300k visitors a month. We also have 700 department store counters in the US and with retailer approval we can use these for offers and 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 in February and Marie Claire sent out a fashion photog- rapher. Te result, was a 14 page feature on Miraval in Marie Claire’s US June edition. “Our only aim is to elevate our brand and


visit miraval online: www.miravalresorts.com


The new retail area in the spa at Miraval will drive US$500k of Clarins sales in 2012


“We’ll be offering Miraval treatments at Clarins day spas. The first two – a Miraval Grounding Facial and Mountain Berry Clay Ritual will launch at the New York Skin Spas”


to partner with the most authentic prop- erties 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 and the bigger picture is that we’re going to be launching select Miraval treatments at a number of Clarins day spas in the US. “Te first launch will be at our two Skin


Spas in New York, which will offer the Miraval Grounding Facial and Miraval Mountain


Berry Clay Ritual and then we’ll do a roll- out in the department store spas. It’s a way of expanding the exposure of our partnership to our customers and raising the profile of Miraval in a way that benefits us both.” “Some spas were hesitant about Clarins,”


says McCaffrey, “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


The Nâga is unique to Miraval and has been trademarked by the company


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. “For example, I was interviewing a new


member of staff and found she was highly skilled in Tai 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 modal-


64 Read Spa Business online spabusiness.com / digital


ities. Tey’re phenomenal treatments and have been popular with guests. “Our new Nâga Tai treatment was devel-


oped by therapists Peter and Melanie who’d spent time in Tailand. Te therapist is sus- pended on silks to enable a greater variety of angles and pressures and works with the client on flexibility and strength in a treat- ment based on Tai massage. “In executing innovative treatments like


these, you need very talented staff who are able to communicate intention and it’s important to facilitate that special connec- tion 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. Te more they share their needs and wants, the more we can help them.”


SPA BUSINESS 4 2012 ©Cybertrek 2012


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