‘‘If you go back to the first Elemis day spa, it defined the next decade and allowed us to understand what [services and products] our consumers wanted, what worked and what didn’t. So for Elemis, this really is our point of contact to drive brand development,” says Harrington, who recently relocated to Miami as part of Elemis’ strategy for growth across the US.
“As far as I’m aware, we’re the only brand in the spa and beauty world which is directly investing its money back into the consumer experience and brand development. This shows our commitment to being pioneering and market leading.”
The revamped day spa, which launched in late May combines beauty, wellness and retail and was conceptualised by Elemis co-founder Oriele Frank in partnership with designers Virgile and Partners. Its clean, contemporary feel – including a bright and inviting retail shop – is a world apart from the original day spa, despite sharing the same footprint.
A rasul and treatment room on the lower ground floor have been replaced by a six-station Speed Spa for men and women where 15-30 minute facials, massages and maintenance services are offered. The company’s hi-tech Biotec facials are on offer in all areas of the spa, while there also a specialist pregnancy room.
Meanwhile, The Penthouse is one of the most luxurious treatment suites in the city. It’s here where signature treatments such as the Energy and Boosting Musclease with heated poultices are offered on Gharieni’s Amber & Quartz Crystal Bed.
Noella Gabriel, the third co-founder and creator of Elemis therapies has personally crafted every new experience. “Every treatment is action-packed in the most relaxing way. It’s all about flow,” she says.
The House of Elemis is also significant because it will serve as a potential concept for the brand’s distributors to rollout in their own territories, with hopes of further flagships in major cities worldwide.
Harrington hints at the next location: “With my recent move, the US will naturally take priority, with our first in Maimi – our home in the States.”
Elemis, which celebrates its 25th anniversary this year, is a subsidiary of Steiner Leisure. It supplies products to four- and five-star resort spas around the world. Its products are also distributed in more than 120 department stores globally and via home TV shopping channels and e-commerce.
The overall aim of the company is to double its turnover by 2018, mostly via business to business channels.
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