Elle Magazine’s Spa
Further extending its brand image as the go-to place for modern women seeking informed ideas on fashion, beauty and lifestyle, Elle Magazine US – whose brand extensions already include a successful clothing line for US discount retailer Kohl’s – is now putting its name to a spa.
Located at the Eden Roc Renaissance hotel in Miami Beach, the first-ever Elle Spa will be a 22,000 sq ft haven of pampering and preening. It includes two storeys of treatment rooms offering a menu of “editorial inspired” treatments, a retail boutique selling Elle-branded merchandise, an exercise studio, a roof deck and a salon.
Beyond the magazine's brand extension, the wide scope of the facilities on offer also marks an increasing shift in the way beauty brands/spaces are reconfiguring their propositions. Look out for our upcoming Retail report on Shiseido’s new superstore in Japan next month for additional insight into the grand beauty expansion.