Grown Alchemist is growing alongside Equinox.
The luxury fitness and lifestyle company will replace its current Kiehl’s Locker Room products with Grown Alchemist products, as well as introduce the brand to its facial and body spa treatments. Locker Room products include the brand’s Gentle Gel Facial Cleanser, Hydra Restore Day Cream, Energize Body Cleanser, Restorative Body Cream, Hydra Restore Shampoo and Hydra Restore Conditioner, with more beauty-focused products in the future. may be added. According to the team.
Grown Alchemist x Equinox products.
courtesy
Equinox isn’t taking this launch lightly. Prior to bringing Grown Alchemist to all club and spa locations, the Equinox team tested the product for the first time since 2019 at New York City’s Hudson Yards hotel. Since then, we’ve received an overwhelmingly positive response from guests.
“[Equinox is] Julia Krim, Vice President of Strategic Partnerships and Business Development at Equinox, said: “We went through a very rigorous process over several years, talking to various partners. No one really felt right. While we were doing this, Grown Alchemist continues to receive really great feedback from Equinox Hotel guests.”
This feedback, and the synergies between the two, especially when it comes to overall health and longevity, made it easy for the brands to work together. When it comes to longevity, Equinox recently launched a $40,000 annual personalized optimization program.
“Equinox is on a unique journey at the forefront of innovative approaches to longevity and performance improvement,” said Anna Thiel, chief executive officer of Grown Alchemist. “We’ve been on a unique and exciting journey to tell the story of how to optimize skin function and skin health, and how we use bioactive ingredients to do that. Opinion on the story It felt like we were in agreement.”
Krim added, “We joked in our first meeting that it was like we were the same brand. We came up with the concept of ‘two brands, one heart’ because we Because they both talk about maximizing people’s potential and a completely inside-out approach to health.”
The switch may come as a surprise to some Equinox members, as Kiehl’s has been sold in the brand’s stores for more than a decade. But the team says it’s time to shake things up.
“Why now? Why not?” Krim said. “We’ve had a truly phenomenal partnership with Kiehl’s…it’s been 13 years. It’s time for a change.”
While Equinox members will no doubt notice changes in the locker room, both brands will be working hard to successfully implement the partnership, including communication with members, employee communications, in-studio activations, social media campaigns, and more. are investing in.
“A lot of effort is being made to really engage the Equinox community, introduce brand partnerships and explain our dual philosophies,” Thiel said.
Although the announcement marks the end of an era with Kiehl’s, it also signals a larger strategy at Equinox, as the company plans to focus more on beauty.
“Grown Alchemist is more than just a replacement for our existing partners. Grown Alchemist is an extension of our perspective on beauty as Equinox moves further and further into the fields of healthspan, longevity and longevity. This is the first work I’ve ever ventured into,” Krim said. “[This is] This is just the first step in our strategic commitment to our largest organ: our skin. ”
