A Cultivated Alchemist Is Now in the Equinox Locker Room

Grown Alchemist grows with Equinox.

The fitness-meets-lifestyle luxury company will replace its current Kiehl’s locker room offerings with Grown Alchemist products, and will also introduce its facial and body spa treatments to the brand. Locker room products will include Gentle Facial Gel Cleanser, Hydra-Restore Day Cream, Energize Body Wash, Restorative Body Cream, Hydra-Restore Shampoo and Hydra-Restore Conditioner, although More beauty-centric offerings could be added in the future, according to the team.

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Equinox is not taking the launch lightly. Before introducing Grown Alchemist to all of its clubs and spas, the Equinox team first tested the products at the New York-based Hudson Yards Hotel starting in 2019. Since then, customer response has been extremely positive.

“(Equinox is) a luxury experiential brand and so what happens between our four walls and our locker rooms is something that meets higher standards and a very rigorous development process,” said Julia Klim, vice-president. President of Equinox Strategic Partnerships and Business Development. “We went through a very rigorous process that lasted over two years talking to many different partners. Nobody really felt good. While we were doing this, Grown Alchemist continued to receive absolutely incredible feedback from our Equinox Hotel guests.

This feedback, as well as the synergy between the two, particularly around holistic health and longevity, made it easier for the brands to come together. When it comes to longevity, Equinox recently launched a $40,000 per year personalized optimization program.

“Equinox is on its own journey spearheading its innovative approach to improving longevity and performance,” said Anna Teal, Managing Director of Grown Alchemist. “We set out on our own exciting journey to talk about how you optimize the function and health of your skin and how you use bioactive ingredients to achieve this. It just felt like there was a convergence of minds on this story.

Klim added: “We actually joked in the first meeting. It was like we were the same brand. We had the concept of “two brands, one heart” because we both talk about maximizing people’s potential and a completely inside-out approach to health.

This change might surprise some Equinox members, as Kiehl’s has been available in the brand’s stores for over a decade. But according to the team, it was time to shake things up.

“Why now? Why not?” Klim said. “We’ve had an absolutely phenomenal partnership with Kiehl’s… It’s been 13 years. It’s time to change. »

While Equinox members will no doubt notice the change in the locker room, both brands are investing in member communications, employee communications, in-studio activations, social media campaigns and more to successfully introduce the partnership.

“A lot of effort goes into really engaging the Equinox community, showcasing the brand partnership and explaining the two philosophies,” Teal said.

While this announcement marks the end of an era for Kiehl’s, it is also indicative of a broader strategy at Equinox, as the company plans to focus more on beauty.

“Grown Alchemist is not just a replacement for our existing partner. Grown Alchemist is our first foray into a beauty perspective, as Equinox moves further and further into health, lifespan and longevity,” said Klim. “(This is) just the first of our strategic initiatives around the skin as our largest organ.”