H2O Plus is in full swing in its marketing alliance with The Walt Disney Co., a deal that’s bringing the beauty brand into 22 U.S. Disneyland Resort properties, two Disney Cruise Line ships and dozens of Disney retail stores.
Ultimately, more than 20 million units of product annually will reach about 25,000 hotel rooms and 1,750 state rooms. The agreement with Disney was struck late last summer; products began rolling out during the holidays.
H20 Plus chief executive officer Bob Seidl said the company had to expand some of its manufacturing capabilities and use some other outside supply sources in order to meet the demand the Disney alliance brings.
A similar rollout for the Disneyland properties in California will commence later this year.
The deal, according to Seidl, brings H2O plus into a very elite group. “There are only 10 or 12 marketing partners with Disney like this in the world,” he said, adding that the deal is a “long-term agreement.”
Amenities first arrived to Disney’s premier location, the Grand Floridian, in December, and include cobranded spa bottles of Sea Marine Revitalizing Shampoo, Marine Collagen Conditioner, Sea Salt Body Wash, Hydrating Body Butter, Nubby Seaweed Bath Soap, Facial Soap and Mint Foot Rub. Guests of the resorts will be able to purchase the sea-derived skin care line in resort shops at all properties as well the company’s Web site, h2oplus.com, its top-performing retail door.
The Disney alliance comes on the heels of the company’s revamp of its flagship in Chicago. On March 8, H2O Plus held a grand reopening for its 1,000-square-foot store located at 600 North Michigan Avenue, which was designed by The Royal Promotion Group of New York. The store now features white and aquatic tones enhanced by visual images which reinforce the brand’s sea-derived heritage, as well as translucent glass fixtures to showcase the beauty firm’s skin care, spa, bath and fragrance products.
It seems getting into the hands of global consumers is a strategy for the Chicago-based company: Last year, H2O Plus partnered with United Airlines on an amenity program for the airline’s first- and business-class travelers on all international flights to Europe, Asia-Pacific and Latin America.
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The brand, which also is sold in Nordstrom and Ulta stores, operates 20 North American retail stores with 12 in the U.S. The company is looking to open a Miami store this year, Seidl said.