Customers are not satisfied with only the glittering and glamourous world that luxury brands often lure them with. It goes deeper than that. Wellness comes in here...
By: Karishma Parkash Suri
Posted on: March 10, 2012
Consumers are not satisfied with only the glittering and glamorous world that luxury brands often lure them with. It goes deeper than that. Wellness comes in here…
They say that wellness is a holistic approach to living that emphasizes each and every being of a human. Most individuals today have become conscious of the term ‘wellness’ and strive to improve the quality of their body, mind and spirit. Seeking to service these people, luxury brands have started investing in wellness on a large scale. Yes, I am sure that you have noticed.
Money may not be able to buy you happiness, but it sure can make your life more comfortable. It can also help acquire wellness products that can put together a healthier and longer lasting life. Luxury brands today take into account the fact that your life can be enhanced by taking measures to improve your overall health and wellness. The luxury market is flooded with health fitness equipment which would allow you to get the same workout at home or in your vacation home that you would get at the best health clubs. Health and spa services are also rapidly coming to the forefront and a trip to a luxury spa can be a truly healthy experience! If you have a little more time in your hands, a wellness vacation can be a therapeutic experience as well. Go ahead and experience a luxury vacation in a wellness-focused resort and you will hear your body thanking you, literally!
A new world
Sometimes all you need is just to switch off and take a break because your mind truly deserves some rest. If you’re interested in more than whether a hotel offers free Wi-Fi or a complimentary breakfast, check out Healing Hotels of the World (healinghotelsoftheworld.com). Its global collection of hotels specializes in “the holistic well being of guests, while at the same time offering superlative standards of luxury.” While spa aficionados will certainly enjoy these hotels, they also provide medical facilities with health evaluations, screenings and treatments!
Surrounded by magnificent cedar trees, E' Terra is one such luxury lodge at the tip of the Bruce Peninsula in Ontario. The four-day winter wellness package that they offer includes Snow Tai Chi, aromatherapy cooking classes, moon lit snow-shoe walks and star-gazing. At the end of the day, you can also relax in a marine sea salt bath! The lodge has won numerous environmental awards and is set in Ontario's Niagara Escarpment UNESCO World Biosphere reserve, next to Georgian Bay.
Camp Biche in France, on the other hand, personifies the idea of a boot camp, but with luxury! They say that you can eat gourmet food and drink red wine, do a bit of yoga – and still lose weight! What's more, your accommodation is in a gorgeous 13th century chateau in the medieval hilltop village of Lauzerte in Tarn et Garonne. However, every rose has its thorns. There's an unremitting exercise schedule that starts with 'abs' at 6am, followed by a daily 16km, four-hour hike and ends with a spot of circuit training.
The Four Seasons Resort in Koh Samui not only ensures peace for its guests, but protection for its surrounding environment as well! It is an away-from-it-all hillside resort which offers the beauty of large Thai villas set amidst coconut groves, tropical gardens, and the amphitheatre of sea, sky and islands! Guaranteeing serenity, it is recommended to unwind at the forest spa, dine at the beachside or hillcrest or even splash around in the private bay discovering a peaceful world of reefs, beaches and rainforests. The resort was built around 865 palm trees which were not chopped down while building the resort, but incorporated in the design. Therefore, you'll see palm trees coming out in the middle of the bedrooms or in the restaurants. Talk about wellness with architectural wonders!
Or forget travel! For those who are stressed out with work and meetings, home is certainly the place to relax. Spas at home are becoming common today and even lifestyle statements. Wellness products such as steam rooms and Jacuzzis are the norm in a true-blue luxury home now. In the case of new constructions, spa rooms are suggested apart from the regular bathrooms. Pure homely bliss!
The hospitality sector, however, is not the all and be all of the wellness brigade. Luxury brands too form a part of the conversation. If guilt-free (okay, maybe less guilt) shopping with purification is what you seek, luxury brands are there for you. They understand that not only peep toes or shoulder bags, but wellness products also make consumers satisfied. Check out Gucci’s yoga mat and a matching carrying case. The brand even does golfing merchandise beginning from your bag to your hat! Louis Vuitton, as we all know, does not like to be left behind, and as far as we found out, they have yoga mats and bags for sale too! Chanel has a surf board for water enthusiasts while Burberry has the ever so popular Burberry umbrellas with the customary check pattern.
Indian brands also understand the consumer’s urge towards holistic wellness. Indian designer duo Lecoanet Hemant has designed the Ayurganic collection which takes roots from the Indian wellness science of Ayurveda. The garments are made of organic cotton, which has been permeated with special herbs and oils. Wearing Ayurganic clothes directly on the skin shields the wearer from harmful chemicals and also stimulates the body to release toxins which enhance metabolism. The range is most beneficial to don when relaxing, meditating or sleeping as these conditions are apt for skin detoxification and absorption of herbal essences. Realising these unique benefits, the Spa at Claridges Surajkund hotel, not only retails this collection exclusively, but also makes sure that their spa guests wear it.
Wellness services target the same market as luxury brands, and many wellness services are themselves luxury brands. There is a close connection between wellness and luxury today and it is only to our delight that these two have a happy marriage for our holistic betterment.