COUNTRY FOCUS: THE MALDIVES
MORGAN LEFRANÇOIS Clarins’ spa business development manager talks about Spa MyBlend at Velaa Private Island
Tell us about Clarins and Velaa “The team at Velaa approached us during the construction phase to discuss Clarins’ potential involvement with the resort. “Velaa is a new business with no brand
profile, so the owners, Jiří Šmejc and his wife Radka, were keen to partner with global brands such as Clarins and Troon/ Jose Maria Olazabal (who did the golf course) to ensure they give a clear message about their world class intentions.”
What’s the agreement? “Clarins has signed an initial five-year contract with Velaa. The resort has exclusive rights to the Spa MyBlend by Clarins brand and this means no other spa in the Maldives can carry that line. “We believe in long-term partnerships:
we want to find the right spa partners and work closely with them and that kind of exclusivity enables them to benefit from the strength of our brand – if spa-goers can find us everywhere, our brand ceases to be a point of differentiation for them.”
actually feel it [the caring approach]. I believe this is because Velaa is the product of one man’s clear vision of how guests should feel at this level of service. Also, he’s given the management the resources to be able to care for their staff, to respect them and motivate them in such a way that they do their best for guests. Respecting and caring for your people is a shared value between Clarins and Velaa.”
What were the main challenges? “Apart from logistics and construction challenges due to distance, the main one was finding the perfect spa director. “The Maldives is a paradise to guests
Lefrançois: The customisable Spa MyBlend line fitted Velaa’s theme of ‘Private Moments’
What role did you play? “We were on-site 16 months before opening to work with the architect on treatment room design and functionality, develop treatment protocols and design the retail areas. Clarins is also providing assistance with manage- ment and hired and trained the team.”
What’s special about Velaa? “The beauty of the island is breathtaking. You could spend hours gazing at the interplay of light between the sky and the sea – it’s spectacular, even for the Maldives. “The property has been exceptionally
well designed, it’s luxurious and fabulously appointed, yet not ostentatious – and it feels like a home away from home. “It’s also rare to find such a high quality
of finishes in a resort in the Maldives, it’s been meticulously constructed.”
The over-water spa is open the sky, with wooden walkways between treatment rooms
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What are the standout elements? “The genuine welcome and caring service provided by the staff: they’re truly proud to be part of the team and look forward to doing their best. As a guest, you can
but not an easy life day to day. We needed someone with both island life experience and professional skills. Thanks to a strong network, we found them and are proud to have such an amazing team on board.”
Why was Spa MyBlend chosen? “Velaa’s philosophy centres around creat- ing ‘Private Moments’ for guests. Nothing is standardised, all can be customised. “Spa MyBlend by Clarins is a great fit, as
each treatment begins with a consultation, during which a personalised product is created to meet clients’ individual needs. “Velaa also wanted to leverage Clarins’
powerful PR machine and we’re working with them to bring travel, spa and beauty editors on familiarisation trips from target markets such as Russia, the Middle East, Asia and the UK, to get it on people’s radar.”
What’s Clarins’ strategy for MyBlend? “MyBlend is an exclusive, elite concept. We believe guests going to Velaa might also go to other properties with MyBlend spas, such as the Royal Monceau in Paris, Ritz-Carlton in Toronto and Majestic Barrière in Cannes. “We’re working to develop a following for Spa MyBlend – a global club, if you like.”
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spabusiness.com / digital Spa Business 3 2014 ©Cybertrek 2014
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