Nothing beats a signature spa for showcasing a beauty brand to the women who buy or write about its products. I say “women”, because in over 20 years in the business, if I’ve met five male journalists seriously involved in the beauty world, I’ve met them all. And of course, women are also the main consumers of beauty products. Probably more than 90% of beauty items are aimed directly at us women.
I’ve been to several big-name spas and beauty institutes, and I must say that the Caudalie Spa, on the fourth floor of the New York’s Plaza Hotel, is a model of the genre. This fabulous spa, located in one of the most famous hotels in America, is an exceptional showcase for the brand, giving it an aura of luxury, quality and credibility. The owners and creators of Caudalie, Mathilde and Bertrand Thomas, have gone to great lengths to create a sophisticated setting, with spacious, comfortable treatment rooms and natural sculptures, wood and stone, a subtle reminder of the vineyards that inspired Caudalie. One of the first companies to point a finger at parabens, Caudalie offers high performance products and formulas that tend increasing to the ultra-natural, without sacrificing effectiveness.
Our mandate as their PR agency for Canada: to invite two journalists to New York for the launch of new products in the VINOSOURCE line and to ensure that these journalists have a thoroughly memorable experience. Obviously, the two journalists must write for major publications that will reach the greatest number of consumers in the two target markets: French Quebec and English Canada. I won’t reveal their names here, but I will share their articles once they are published.
I know, sometimes our profession as press agents is terribly demanding. Accompanying journalists on their tour of a four-star spa and experiencing the treatments ourselves is torture… especially when you consider that the Caudalie spa at the Plaza is the only one in North America with a sommelier in residence, ready to serve you a glass of Chateau Smith Haut Lafitte, Cru Classé de Graves, after a fantastic regenerative treatment. I’m going back on my next trip to NY.