MINNEAPOLIS—Country Inns & Suites By Carlson is offering guests a taste of luxury and a sense of escape with the White Water Collection, a new bath amenity launched in partnership with Beekman 1802, a farm-based purveyor of handmade, artisan-quality products. The new line will be featured in properties across the Americas this spring.
“When we joined forces with Beekman 1802 a little over a year ago to develop the White Water Collection, we knew we found a like-minded partner,” said Aurora Toth, VP, brand marketing, Carlson Rezidor Hotel Group. “The Beekman boys are all about bringing a little country to the city and city to the country and adding unexpected pleasure to everyday life. At Country Inns & Suites, we strive to do the same and are excited to delight our guests with this new amenity line that is exclusive to our hotels.”
The merging of city and country is not a novel idea, yet this particular combination of hotel and lifestyle brands co-creating “farm-to-skin” products for today’s traveler is simply a natural fit. According to country lore, Josh Kilmer Purcell and Brent Ridge left their professions and New York City to set down roots and start a business—on a farm, no less—and transformed it into a brand when they opened their mercantile store to sell their own creations and the work of local artisans.
“Beekman 1802 is located in Sharon Springs, NY, a small spa town that was once famous for its healing mineral-rich waters. Each of the hotels and guest houses that dotted the valley had its own physician who would ‘prescribe’ the length of time you needed to bathe in the waters each day and also what type of essential oils you should add to the bath,” said Ridge, cofounder, Beekman 1802. “The idea for White Water came from this tradition—creating a restorative experience for the guests, and the products are still made in upstate New York using some of the best waters in the world.”
It is the village’s storied waters that served as inspiration for the scent, which offers highlights of white jasmine and flowering muget, and is completely free of parabens, paraffin and sulfates. The line—which includes four core products, shampoo, conditioner, shower gel and lotion, as well as a body bar, facial bar, massage bar and makeup remover—will be available for sale on the Beekman 1802 website.
“When we were developing the scent, we were inspired by the white water mist that splashes onto your face when standing near a rapids or a waterfall—fresh and invigorating,” said Ridge.
“The products are not overpowering in scent, they’re high quality and hypoallergenic. In the collaborative process, we carefully considered what will our consumers like and use, and what will appeal to both genders. Ultimately, it was fresh and clean right down the middle,” added Toth.
Designed to evoke a spa-like sensibility, the packaging is minimalistic and modern. From an operational standpoint, equal care went into the sizing to make sure they were produced in easy to restock sizes and affordable. Additionally, they are packaged in 100% recyclable bottles and wrappers.
“These touches aren’t going to cost our owners more. We’re very careful about new brand initiatives being introduced; we make sure they’re cost effective or cost neutral to the franchise,” said Toth.
For Country Inns & Suites, the White Water Collection is the latest in a series of efforts since the relaunch of its identity in 2013 to showcase the evolution of the brand from a roadside hotel to a modern, contemporary brand with top-notch amenities to match, according to Toth.
“Guests want homey and a contemporary look and feel. That’s what bringing city in means, a bit more sophisticated in step with their needs such as having bandwidth for their mobile devices to the types of products they want to see upon check-in. It’s upon every touch point,” she shared.
In addition, Beekman 1802’s philosophy is helping the brand stand out from the rest.
“At Beekman 1802, we believe that luxury should not be reserved for a rarefied few. Everyone deserves a little bit of luxury in their lives, and we are thrilled that we can provide that special touch for the guests at Country Inns & Suites,” said Ridge.
Seeking to engage consumers beyond the hotel stay, Country Inns & Suites and Beekman 1802 are inviting a lucky few on a stylish camping expedition to Sharon Springs, NY. The Happy Glamper sweepstakes runs now until April 30. The winner will receive a trip for four to the 2016 Beekman 1802 Garden Party Memorial Day Weekend, including airfare, car rental and a stay on the Beekman Farm in a comfortable, yet glamorous tricked-out tent made to look like a Country Inns & Suites guestroom.