Why luxury hotel brands are developing their own beauty lines
- Some five-star hotels are going beyond the complimentary shampoo and collaborations with beauty companies
- Here are five beauty lines that are worth taking home with you
For years five-star hotels and resorts have collaborated with established beauty players ranging from L’Occitane to niche brand Le Labo to offer guests toiletries they can use during (or after) their stay. It’s proven so popular that taking home complimentary bottles of “designer” shampoo and body lotion has become second nature for most people after they’ve spent the night at a fancy hotel.
Offering lines made by established beauty brands, however, is no longer enough for a more discerning clientele. Hotels are launching in-house beauty lines, not only as a branding exercise but as a way to tap into the growing “wellness” industry.
“These private ranges are a way for brands to express themselves fully and are part of a growing trend of brands extending their influence and imprint beyond their traditional brand space. It’s an effective way to build brand loyalty,” says Catherine Feliciano-Chon, founder and managing director of brand communications consultancy Catchon.
“Once you take that signature skincare range home, that resort or hotel brand becomes part of your daily regimen. When you think of that hotel, it’s not just in the context of travel, but as a bigger lifestyle proposition,” she says.
While launching an in-house brand guarantees the highest levels of exclusivity for guests and hotels alike, it’s not the only benefit. The hotel can target specific customer demands, be it results-oriented products or organic or natural skincare (the latter is a proposition that is deeply embedded in the philosophy of many hotel groups including Six Senses).
