How Did Equinox Land On Le Labo?
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The bath products in Equinox’s locker rooms have long been part of the gym’s appeal: For over a decade, members could lather on Kiehl’s products, then it was some (notably less popular) ones from Grown Alchemist, and starting on March 19, Le Labo’s basil-scented products will be available in the locker rooms at every Equinox location. The full spread will include body gel, shampoo, conditioner, face cleanser, body lotion, face lotion, and hand lotion.
Members are pleased. “This is so exciting! I don’t know if I’ll ever shower at home again,” wrote one onr/EquinoxGyms. Parinda Muley, Equinox’s SVP who oversaw the change, describes the gym’s partnership with Grown Alchemist as “strong,” but she says, “We’re constantly looking at different players in the overall amenities space and continuing to see ‘How does this meet member demand?’” Switching to Le Labo, she says, is a moment of “really serving” members “in a way that they want to be served.”
After considering all of Le Labo’s scents, she and her team decided on the verbena- and citrus-forward “Basil” scent, citing that it’s a gender-neutral option that complements the eucalyptus towels already available to members. Le Labo isn’t the only locker-room upgrade planned: Equinox also plans to roll out Dyson hair dryers in the next few months. “If there’s any one concern we have is that people are going to be in the shower for too long,” Muley says.
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