member profile
operations from both teams to work the
details out and create the new menu.”
Clarins, from the start, was hands-on
in ensuring that the Miraval staff are on
board about the partnership and fully
understood the skin-care company’s philosophy, formulation and product lines.
In fact, Clarins’ owner Christian Courtin
Clarins, no less, personally travelled from
France to meet with Miraval’s core spa
staff to give an in-depth overview of the
company’s philosophy, key product
ingredients, sustainability efforts and
corporate responsibility initiatives.
Overall, his talk resonated with Miraval’s
staff, especially since Clarin’s philosophy
aligned with Miraval’s philosophy of
mindfulness.
Banking on History
The skin-care company’s long history in
the spa industry clearly works to the
partnership’s advantage. “What most
people [may not] know about Clarins is
that our brand began in spa in 1954.
Even more importantly, we are the only
company of our size to continually be in
the spa business since our inception and
all through the almost 60 years of our
business,” says McCaffrey.
He further stresses that the alignment
of philosophies, commitment to service
and treatment excellence is a critical
factor for Clarins when forging partnerships with spas. “We knew early on
from our interaction with the leadership
and staff at Miraval that we share a
[common] vision for creating a spa experience that is very special, unique and
efficacious, while staying profitable
through a solid focus on retailing,” he
says. “As a brand, we are promotional—
we know how to sell retail. In Miraval,
we found the perfect partner where we
are able to express our treatment heritage and expertise while providing the
retailing muscle that is so unique to our
brand.”
(CONTINUED ON PAGE 20)
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September 2012