27 May 2024 World leisure: news, training & property
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Spa Business
2024 issue 1

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Leisure Management - Tailored opulence


Tailored opulence

AMRA Skincare shares its bespoke approach to crafting unforgettably decadent spa journeys

All Amra treatments draw on the latest innovations in skincare science photo: AMRA
Amra has recently partnered with the spa at the St Regis Red Sea Resort photo: St. Regis Red Sea
Products merge opulence and pioneering science photo: AMRA
Dubai’s Atlantis The Royal opted for the signature offering photo: Atlantis The Royal
The 24kt Gold Hot Stone Massage photo: AMRA

Differentiation is key to success in the luxury spa industry – a field where Amra Skincare has emerged as the artisan of bespoke spa treatments that elevate spas from everyday facilities to award-winning wellness destinations.

The premium brand is celebrated for combining results-driven bioactive ingredients with the latest scientific advancements to create personalised facials, massages and body treatments that balance indulgence with results.

A dedication to efficacy is rooted in Amra’s robust R&D approach, which involves a meticulous selection of active ingredients backed by scientific research.

Boasting a portfolio of nine collections, Amra has emerged as the epitome of results-driven skincare, with its opulent spa accounts consistently ranked as the world’s finest. Amra graces the treatment rooms of renowned luxury spas globally, including Atlantis The Royal and Bürgenstock Resort, as well as properties managed by esteemed names such as St Regis, Waldorf Astoria, The Langham and Four Seasons.

Amra’s partners are privileged to have access to a curated spectrum of unique treatments that are designed to deliver quantifiable outcomes, consistently surpass customer expectations and stimulate revenue growth. Luxury spas discover a dynamic ally in the artistry of Amra’s personalised service.

Shaping the vision
Once a spa has partnered with Amra, the team conducts a comprehensive analysis of its aspirations and goals. Amra’s treatment development team then closely collaborates with the operator to refine a clear and detailed business vision.

This plan extends beyond mere objectives, also taking into account the complete journey the spa aims to craft for its clientele, ensuring a turnkey approach to its development and implementation.

Part of this strategy is shaped by a meticulous analysis of neighbouring competitors’ strategies and offerings. In doing so, Amra identifies opportunities to innovate and differentiate, ensuring that its partner spas are always a prominent destination on the map.

Guest-first approach
Once the benchmarks are established, the focus shifts to the guest experience – the essence of every spa.

Amra operates with a Tri Pillar Approach, offering its spa partners three distinct spa proposals: City; Signature; and Resort.

Whether addressing the urbanite’s struggle with pollution or the jet-setter’s quest for rejuvenation, Amra will help spas to create a concept that will guarantee that each treatment aligns seamlessly with its client’s lifestyle and specific skin concerns.

Urban spa
Amra City Spas benefit from the brand’s selection of urban-centric treatments, strategically formulated to combat the effects of pollution with potent bioactive ingredients that detoxify and strengthen the skin. These rituals serve as essential respites for city dwellers, offering a shield against the relentless pace of urban life.

Designed to deliver instant results, these treatments offer express solutions targeting the effects of jet-lag and clarifying therapies tailored for the business-minded individual.

For instance, the Pearl Urban Barrier Facial on offer at St Regis Riyadh is meticulously crafted to fortify the skin against modern world pollutants. Featuring Amra’s Tahitian Black Pearl complex, this ritual supports elastin fibrils, enhancing luminosity and promoting natural exfoliation. Advanced AFR technology eradicates impurities and repairs free radical damage, while PPF+ strengthens the skin’s barrier, offering unparalleled protection against environmental pollution.

Signature spa
Amra’s opulent Signature Spa concept showcases a selection of its most signature rituals, each a testament to the spa’s unique identity. These offerings encompass cutting-edge skincare solutions and advanced active facials, ranging from anti-ageing peptides to cellular renewing technology.

Having opted for the Signature Spa proposal, Atlantis The Royal in Dubai indulges its guests with the luxurious 24kt Gold Hot Stone Massage. This opulent treatment envelops guests in golden decadence, courtesy of Amra’s exclusive 24kt Gold Intracellular treatment oil and 24kt Gold plated massage stones. The experience culminates with the application of Amra’s Precious Drops of Gold serum, bestowing the ultimate luminescence upon the body.

Resort spa
The Resort Spa concept completes Amra’s trio of offerings and features treatments designed to help guests experience a decadent retreat into indulgence. Each one of these restorative olfactory regimens help to rejuvenate both the skin and mind.

The brand’s Resort Spa partners – such as The St Regis Red Sea Resort – are provided with treatments that seamlessly integrate with extended experiences, such as Amra’s Olfactory Yoga or Meditation, or participation in lifestyle events focused on skincare and wellness.

Pioneering skincare technology
All three of Amra’s offerings are super-charged by the brand’s high-performance Micro-Cellular Actives – a range of innovative molecular agents formulated to redefine Amra’s clinically-driven skincare applications for unparalleled results.

Each active has been formulated to counteract particular skincare concerns, ranging from the effects of environmental pollution, low cell turnover and dehydration, to the impact of blue light and UV, men’s skin health and more.

Emblematic of the brand’s relentless pursuit of skincare excellence and dedication to science, these efficacious ingredients form the cornerstone of a results-oriented strategy that resonates with each guest’s distinct lifestyle and skincare requirements.

Amra has enriched its nine skincare ranges with a unique formula of the bespoke actives, which provide both immediate enhancements as well as enduring rejuvenation.

The premium Rarity Collection represents the pinnacle of its offering, fuelled by the brand’s sophisticated StemCell8 complex featuring extract from the stem and flower of an orchid, this range helps shield the skin from oxidative harm and urban pollutants while optimising intracellular repair.

The powerful formula is further bolstered by extracts of green caviar, gold, diamond, platinum, ruby, sapphire and meteorite and is meticulously engineered to foster cellular rejuvenation and deliver results that resonate with clinical precision.

With a visionary approach to skincare, Amra focuses on both pre-emptive and restorative measures in its formulations and remains committed to proactive dermal care that fuses indulgence with scientific advancement.

Finding the perfect solution
Amra’s ethos is elegantly simple yet profoundly impactful: every individual’s skin tells a unique story.

As such, its treatment journey always begins with a thorough consultation, where experts explore the often overlooked facets of their guests’ lives. Are they contending with sleep disturbances? Is their skin exposed to urban pollutants? Are there indications of hormonal imbalances? Each query is a thread woven into a tapestry that informs the customised skincare regimen at Amra.

Through a bespoke methodology and unwavering dedication to individuality, Amra is driving the future of spa, where every individual is guided towards their optimal self.

• For more information about AMRA Skincare contact info@amraskincare.com and/or go to www.amraskincare.com

Originally published in Spa Business 2024 issue 1

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