What Marketing a Luxury Spa Looks Like Now
If I were launching Paul Labrecque Salon & Spa today, I’d blend timeless brand storytelling with the precision of artificial intelligence. I’d use sentiment analysis to refine our voice, predictive analytics to forecast beauty trends, and AI-powered PR tools to pinpoint the exact editors, influencers, and outlets most likely to amplify our story. Content would be generated and A/B tested across platforms in real time, from dynamic email sequences to TikTok-ready treatments. And rather than guess what luxury clients want, I’d mine behavioral data to personalize every touchpoint, turning a salon visit into a curated, data-informed experience that feels bespoke at every step.
When Paul Labrecque Salon & Spa opened its doors inside the ultra-luxurious Reebok Sports Club on Manhattan’s Upper West Side, it was already positioned to attract an elite clientele. But what it needed was more than just foot traffic, it needed a voice, a reputation, and a compelling brand story. That’s where I came in.
Working directly with the visionary owners, Paul Labrecque, Regina Viotto, and Brian Cantor, I led all marketing, public relations, brand positioning, and publicity efforts over the span of seven transformative years. At the time, I was becoming known as the go-to marketing guru for building beauty businesses from the ground up.
Signature Moves: Marketing That Made Headlines
I was responsible for launching dozens of creative spa and salon services that quickly became signature offerings, from customized luxury facials to the salon’s now-famous hair extension program and a pioneering men’s spa experience inspired by elite European grooming culture.
There weren’t as many wild events here as at Townhouse Spa, but what we did have was precision storytelling. I invited the right influencers, editors, and celebrity clientele to experience our services, and then let the results speak for themselves.
Media coverage snowballed. Mentions in Vogue, Allure, GQ, Vanity Fair, and The New York Times turned Paul Labrecque into a household name in elite beauty circles. Paul himself was recognized as one of Vanity Fair’s Top 3 Stylists in the U.S., and his signature line of haircare products began gaining traction.
Creative Collaboration with Regina Viotto
One of the most impactful collaborations was with Regina Viotto, the salon’s spa director. Together, we developed the Anti-Depressant Facial, inspired by a double-blind clinical study showing how facials can positively impact mood and emotional well-being . With Regina’s extraordinary talent for curating innovative treatments and my deep network of editors, writers, and wellness journalists, her name became synonymous with luxury skincare. She was soon recognized as one of New York’s top beauty gurus, with facials regularly topping “Best of” lists across beauty media.
Strategic Collaborations That Elevated the Brand
Part of my magic was identifying the right brand partners, luxury skincare brands and boutique beauty lines that aligned with the salon’s premium positioning. I negotiated and facilitated collaborations with brands like:
- Biologique Recherche (long before it became a cult obsession)
- Hampton Sun (pairing exclusive facial treatments with sun-kissed seasonal promos.
Impact & Legacy: A Brand That Scaled with Style
What started as a single location inside a luxury fitness club grew into a multi-city empire. Thanks to years of consistent press coverage, strategic messaging, and a relentless focus on editorial storytelling, Paul Labrecque Salon & Spa opened a flagship Upper East Side location, followed by additional outposts in Palm Beach, FL, and Rittenhouse Square, Philadelphia.
Today, the brand is more than just a salon, it’s a lifestyle destination, an e-commerce player, and a training center for rising stylists. And the foundation for all of that? A magnetic brand voice, national visibility, and a beauty philosophy the world could finally see, hear, and feel, all powered by strategic marketing.
My Skills Showcased Here and In Other Case Studies
Brand Positioning & Cultural Relevance
I don’t just promote products, I place them into culture. At Reebok, I aligned the brand with music, dance, and celebrity in a way that looked like trendsetting, not advertising. I instinctively knew how to place product in moments (like Mick Jagger’s video) that would live on as cultural artifacts.
I am an expert at translating brand identity into trend-forward, culturally resonant activations that elevate both brand and audience engagement.
Strategic Public Relations
I managed high-stakes media like 60 Minutes, The Wall Street Journal, and 20/20, not just landing press, but navigating investigative interviews and brand reputation in an era where video games were being scrutinized. That’s crisis PR with grace. I am remarkable at shaping public narratives under pressure, securing top-tier media placements, and aligning brand messaging across traditional and digital channels.
Influencer Marketing (Before It Had a Name)
I’ve been activating tastemakers before the term “influencer” even existed, from supplying Jane Fonda with Reebok high-tops to inviting beauty bloggers for Yon-Ka facials. I had the foresight to see where influence was headed and how to leverage it before it was mainstream. Identifying and cultivating influential voices across platforms (celebs, bloggers, editors, digital creators), turning them into brand ambassadors.
Product & Experience Launches
From Aveda facials and Yon-Ka skincare to Activision’s game releases, I understand the orchestration of a launch, the storytelling, the placements, the timing, and the buzz. End-to-end launch strategy, developing campaign concepts, coordinating product/experience rollouts, managing logistics, and measuring outcomes.
Editorial Strategy & Beauty Copywriting
I’ve created compelling product stories, like "The Anti-Depressant Facial" that editors couldn't resist. I know how to frame benefits in ways that sell, soothe, and inspire. Crafting narrative-rich copy and editorial angles that connect emotionally and convert commercially, across press, digital, and social.
Global Marketing Execution
I didn’t just activate in NYC or LA, I introduced French luxury skincare into 6,000 spas worldwide, working across languages, geographies, and cultures. Building brand presence internationally through localized PR, multilingual media outreach, and spa/retail partnerships.
Trend Forecasting & Fashion Integration
My work with Celanese Fibers required translating science into style, connecting futuristic textiles with designers like Donna Karan and publications like Vogue. That’s not easy. Spotting and shaping fashion and beauty trends; aligning technical innovation with aesthetic appeal for designers and editorial gatekeepers.
Ready to turn your brand into a powerhouse?
If you’re launching a luxury service, expanding a multi-location business, or want to integrate AI into your marketing strategy — let’s talk. Book a 1:1 strategy call and get a clear plan to scale with precision.