member profile
(CONTINUED FROM PAGE 18)
Comprehensive Partnership
Though Clarins is the main skin-care
line, making up approximately 70
percent of Miraval’s menu, the Life in
Balance Spa with Clarins continues to
use several other product lines they have
a solid foundation with, including
emerginC, Red Flower, Dr. Dennis Gross
Skincare, Body Bliss and Clarisonic.
According to McCaffrey, Clarins
views their partnership with Miraval as
complete and comprehensive, one that
includes the support that any spa would
expect, such as initial and ongoing education, a customized marketing calendar
and incentives, among others. “To
Miraval, we make available all of our
marketing assets—digital and online
media, public relations, and national and
New York City-based marketing initiatives that are ongoing,” he says.
One example of such access to marketing assets is the 10-page feature of
Miraval and Claire Courtin Clarins, the
granddaughter of Clarins’ company
founder, in the July issue of Marie Claire
magazine. “Utilizing all of these assets
allows us to reach millions of consumers
not just in the U.S., but around the
world. And likewise, Miraval shares its
marketing assets with us,” he says.
Because Clarins is a well-known
brand worldwide, Miraval hopes that
partnering with them would help to
expand the brand’s reach around the
world. “We wanted a win-win for both
companies where we could remain
strong as individuals and when appropriate, even stronger when allied,”
Tompkins says.
20 PULSE
■
September 2012
“Partnerships need
to be exactly that—
a relationship that
is beneficial to both
parties and one
that strengthens
both brands.”
The Benefits of Partnership
The way Clarins sees it, their partnership with Miraval allows them to nurture
their relationship with each other in a
way that affords growth for both brands.
“We look to continually expose Miraval
and our partnership through the right
media and promotional vehicles to
increase visibility and awareness of both
of our brands while simultaneously elevating our brand impression with
[Miraval’s guests],” McCaffrey says.
And Tompkins agrees. “For us, partnerships need to be exactly that—a
relationship that is beneficial to both
parties and one that strengthens both
brands. Partnerships give companies the
ability to reach new markets, to share
best practices and new experiences, to
stimulate creativity from the teams of
both companies working together, to
share expenses where it makes sense,
and to support each other in public relations.”
Clearly, it takes a lot of work and
conversations to start a partnership, but
Tompkins says, as long as you have all
the right elements (i.e. similar foundations and philosophies, and a buy-in
from leadership and management along
with all of the employees) a great partnership is possible.
In the end, McCaffrey believes the
greatest partnerships create a sharing of
ideas and expertise that brings about a
new way of looking at things. “Great
partnerships have the ability to be gamechangers.” ■
ABOUT THE SPA
Spa Type: Resort Spa
Renovation Open Date: May
2012
Space: 16,000 square feet
Number of Treatment Rooms: 23
Product Lines Used: Clarins,
emerginC, Red Flower, Dr. Dennis
Gross Skincare, Body Bliss and
Clarisonic
Designer: Clodagh Design
Consultant: Segerberg Spa
Consulting, LLC
Number of Full-time
Spa Staff: 35
Signature Treatment: Spirit Flight
Contact details:
5000 E Via Estancia Miraval
Tucson, Arizona 85739
Phone: 1.800.232.3969
Website: miravalresorts.com