Cunard. Canyon Ranch. These high-profile brands have some pretty high standards. So, it should come as no surprise that when the two joined forces on a new spa concept, executives sought out skin care and wellness brands of a similar ilk.
 
The new spa concept—Mareel Wellness & Beauty—launched exclusively on board the newly-refurbished Queen Elizabeth in December 2018, and Cunard plans to push the concept into other vessels, namely the Queen Victoria and the Queen Mary 2 come late in 2020.
 
Mareel Wellness & Beauty was 12 months in the making, according to Lee Powell, director of brand for Cunard.
 
Mareel, which means phosphorescence of the ocean, is taken from the ancient Norse language and speaks to the illuminating light and healing energy of the sea. This new spa, according to Cunard, offers a holistic approach with an extended treatment menu of mineral-rich seawater and marine-based experiences.
 
There is an entire range of ocean-inspired massage and body treatments ranging from the Taste the Ocean Full Body Experience to Organic Seaweed Leaf Wrap to Luminescence Massage to the Age-Defying Restorative Facial.
 
According Powell, Cunard and Canyon Ranch set out to create a truly unique and exclusive offering that guests would only find on board Cunard ships. And, according to Powell, with Cunard’s rich history of seafaring expertise, looking to the ocean for inspiration was only natural.
 
For example, “Ocean Discovery”—the signature treatment—features organic marine-based products from Irish brand Voya.
 
“With such a unique brand offering, and the most famous ships at sea, it was important to us that our wellness and beauty offering felt every bit as special as the rest of the experience,” Powell told Happi. “We started by looking at what was happening across the spa, wellness, beauty salon and fitness sectors across the world; looking everywhere—from barber shops in London to fitness centers in Melbourne and New York—we investigated all aspects their offerings; from interior design to services provided and communication tone of voice used to get a feel for what guests expect now from luxury wellness and beauty offerings. We explored different directions we could take the experience—and landed upon a territory that felt the most appropriate for the Cunard brand.”
 
Cunard and Canyon Ranch also selected products from brands that use socially responsible production techniques and organic ingredients that are sustainably harvested, wild-picked, biodynamic and free from so-called toxins.
 
“Canyon Ranch, our innovative partner, goes to great lengths to source the correct products. Together, we look for socially-responsible technology, expert manufacturing and processing in our products—ensuring the best for our clients onboard,” said Powell.
 
According to Powell, Cunard selected “brands whose products are lovingly created—using ingredients that are sustainably harvested, wild-picked, botanical, biodynamic and toxin-free. Voya is one of those products… leading the field in organic seaweed skin care worldwide for more than a decade, Voya, created lovingly by the Walton family on the west coast of Ireland, is a brand that uses only hand-picked wild seaweed to help improve health, skin and wellbeing.”
 
Also on board are botanical beauty brand Red Flower; Shankara, which takes a unique East-West approach to i100% natural, holistic spa treatments; and Environ, which Powell said is known for state-of-the-art, results-driven products and treatments that are fueled by key ingredients like vitamins A and C, antioxidants, peptides and growth factors.

“First and foremost, we're trying to think more holistically about our offerings,” said Powell “Feeling good is not just about a spa treatment, it's about fitness, eating well, mindfulness and mental dexterity, and simply embracing the outdoors and breathing in fresh air. We want to provide our discerning guests the opportunity to do all of these things. We're looking to move the wellness and beauty experience beyond the walls of the traditional spa complex - from providing inspiring and informative speakers, to offering yoga and dance classes outside on deck, and putting some simple morning stretch classes on our in-stateroom TVs.  

Additional personal care brands that have been tapped by Cunard are Margaret Dabbs, Kerastase and Brickell Men’s Products, to name just a few.
 
And what about new brands that might want to set sail with Cunard? Powell’s advice to them is to “start the conversation. We're interested in hearing about new ideas because we know our guests are too. Our discerning international guests are looking for unique, exclusive experiences.”