October 14, 2011
The Ritz-Carlton Hotel Co. is doing its bit for Breast Cancer Awareness Month with a new program at its spas that will benefit the Look Good … Feel Better organization.
The hotel chain has partnered with skincare brand Clarisonic to donate a combined $10 for each facial that is bought at the participating U.S. hotel locations. The funds will benefit the nonprofit Look Good … Feel Better which helps cancer patients to feel better about themselves.
“The spa discipline has adopted October as global women's wellness month as an opportunity to extend even more focus and attention to women the world over,” said John Hopp, director of the luxury spa division and spa concepting at Ritz-Carlton, Chevy Chase, MD.
“It is important as an organization with a significant network of spas across the globe,” he said. “We want to raise awareness of women's health issues and provide a meaningful impact."
Hands on
Ritz-Carlton is looking to support its female fans and drive traffic to its in-hotel spas by donating a flat-rate of $5 for each facial that is bought at its U.S. locations.
The hotelier has partnered with Clarisonic, which will match Ritz-Carlton’s fundraising efforts.
Clarisonic is a facial cleansing device that is used and sold in all Ritz-Carlton Spas.
“Clarisonic has been involved with Look Good … Feel Better for many years now and are a perfectly-suited partner,” Mr. Hopps said.
Each Clarisonic brush sold at the Ritz Carlton spa through Nov. 5 will account for an additional donation from the skincare brand.
The money will be donated to the Look Good … Feel Better program, an international effort that helps cancer patients deal with the appearance-related side effects of the cancer treatments.
The program involves workshops, self-help mailer kits, an online community and 24-hour phoneline support that help cancer patients retain their self-esteem.
Each of the participating Ritz-Carlton spas will choose one of its facial offerings to be renamed the “Look Good … Feel Better” facial, from now through Nov. 5.
In addition to the facials, the hotel spas will be providing relieving and soothing treatments suitable for women who are undergoing medical care themselves.
The Look Good … Feel Better program has helped more than 700,000 women cancer patients in the United States since 1987.
Luxury brands such as Clarins, Christian Dior and Yves Rocher are some of the programs corporate sponsors.
Think pink
Ritz-Carlton is not the only luxury brand helping to raise awareness and money for Breast Cancer Awareness month.
For example, David Yurman has created a special-edition pink-tinted pearl bracelet that will benefit the Breast Cancer Research Fund. The jeweler is donating 15 percent of the bracelet sales to the fund.
In addition, Lilly Pulitzer has designed a special-edition Think Pink scarf and charm bracelet in honor of the month.
The brand has also curated a “Think Pink” tab on its Web site that brings together all its pink offerings.
Lilly Pulitzer has donated a flat-rate of $10,000 to the iGoPink Fashion Fights Breast Cancer Campaign.
Swarovski has also jumped on board, hosting an event at the New York’s Fifth Avenue Lord & Taylor store that will benefit The Libby Ross Breast Cancer Foundation.
During the event, Harper’s Bazaar editor Avril Graham will be presenting exclusive dresses detailed with Swarovski Elements jewels.
Swarovski will donate 10 percent of the dress sales to the organization.
Earlier this month, Saks Fifth Avenue, Ralph Lauren, Elie Tahari and Domaine Chandon all did their part to help raise money and awareness as well (see story).
Getting consumers involved with the various breast cancer organizations while giving them a good reason to treat themselves to something new or a spa treatment is likely going to increase a brand’s reputation in consumers’ minds.
Breast Cancer Awareness Month garners a lot of attention from luxury and retail brands alike, likely because it is a cause near-and-dear to their core market – women.
Indeed, Ritz-Carlton appears proud to offer a spa treatment that benefits women across the U.S.
“Our spas have become an integral part of their communities and we would love to see our local clients support Look Good … Feel Better with this campaign,” Mr. Hopps said.
Final Take
Kayla Hutzler, editorial assistant on Luxury Daily, New York
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