Example from Four Seasons Customized Amenity Programme
Amid the bustle of everyday life the unexpected scent of a familiar fragrance breaking through the ordinary creates an immediate moment of pause and reflection. It is the aroma of a lime tree that brings you back to an alfresco dinner in South Beach or the scent of orange blossom that takes you shopping through the streets of Shanghai.
It is this powerful relationship between fragrance and memory and the ability to transport guests back to their favorite Four Seasons that has inspired the new customized amenity program.
“As more and more luxury hospitality companies move toward offering guests one amenity brand across the portfolio, Four Seasons is moving in the opposite direction, focusing instead on tailoring the amenity experience for each property, extending the brand’s commitment to highly customized services and experiences,” says Chris Hunsberger, Executive Vice President, Product and Innovation.
“Using amenities to evoke a sense of place, our hotels and resorts can extend the guest experience by creating customized, memorable collections that guests can take home. Many of the new amenity programs have retail line extensions that Four Seasons hotels and resorts can choose to sell in their spas or gift shops,” he added.
Each Four Seasons hotel and resort has a unique personality and a compelling story to tell.
The customized amenity program brings this personality to the forefront in a memorable way allowing properties to choose from a selection of brands that offer varying degrees of customization.
As part of the program, hotels and resorts can select from different luxury brands that reflect consumer preferences in the region, reflect the local destination, or reflect the personality of the individual hotel. They may also work with brands to create completely bespoke programs that encompass custom scents and packaging created exclusively for the property. The chosen amenity selection will highlight what is unique about a particular destination or will reinforce the energy of the property, be it a sexy and vibrant location or serene retreat.
The program is currently being offered at a number of properties, including the following examples:
Four Seasons Resort Maui at Wailea
The collection for Maui is a bespoke product - everything from the packaging to the scent of the product is exclusive to Four Seasons Resort Maui at Wailea.
Design of the packaging is inspired by artwork found throughout the property in Maui.
Products are available for purchase in the spa.
Fresh-citrus fragrance based on Caribbean Lime with sparkling notes of orange, lemon and Petigrain Paraguay. Gentle green-vegetation nuances recalling arboreal sap and exotic woods of teak and Cedarwood, with touches of peppermint and tropical flowers, evoking luxuriant nature.
Four Seasons Hotel Pudong, Shanghai
The ‘Iperborea’ fragrance by famed perfumer Lorenzo Villoresi is packaged in bold red soft-touch bottles, inspired by the property’s sexy and glamorous vibe. Four Seasons Hotel Pudong is the only hotel in the world with access to this fragrance and packaging combination.
Four Seasons Hotel Firenze
Florence’s great perfumer, Lorenzo Villoresi, worked with the property to create a custom fragrance for the Florence-based hotel. The scent is fresh with hints of citrus, green tea and flowered fragrances and it is exclusively for Four Seasons Hotel Firenze.
Four Seasons Hotel Toronto
To highlight the stylish and creative personality of the new Four Seasons Hotel Toronto, ETRO brand amenities in eye-catching paisley packaging were selected.
The ETRO fragrance in Toronto, Vicolo Fiori, mixes bluebells and a ripe mandarin with middle notes of nympheas, lotus, cyclamen, wild rose and ylang-ylang and base notes of musk, sandalwood and vanilla.