InterContinental Hotels launches exclusive toiletries partnership with Agraria

InterContinental Hotels launches exclusive toiletries partnership with Agraria

InterContinental Hotels & Resorts will launch its exclusive partnership with Agraria, America’s oldest and largest luxury home fragrance company, from September 2012. Guests will be able to indulge in Agraria guest amenities at 169 InterContinental properties around the world by January 2013.

Agraria has a shared heritage with InterContinental dating back to the 1970s, when it opened its first boutique on Nob Hill in San Francisco, near InterContinental Mark Hopkins San Francisco, the brand’s first hotel in North America. Agraria products can now be found in high end retailers around the world including Saks Fifth Ave, Bergdorf Goodman and Harrods.

The new partnership with Agraria was driven by consumer trends around engaging all of the senses, such as smell, to create memorable experiences. Stories becoming a new social currency was another reason Agraria was selected, with the brand’s heritage and craftsmanship.

“InterContinental is and has always been a pioneering brand. We researched a number of luxury toiletry brands with our customers in our key markets and Agraria was the clear winner. Agraria’s considered take on luxury and its beautifully crafted products are an excellent fit with our brand,” said Simon Scoot, Vice President, Global Brand Management, InterContinental Hotels & Resorts.

“We are delighted to partner with InterContinental Hotels & Resorts. InterContinental is dedicated to providing authentic experiences for its guests, and the brisk scent of lemon verbena, Agraria’s number one fragrance, which has been chosen for the hotels, will brighten their stay,” said Jim Gentry, Co-Owner and CEO, Agraria.

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The brand’s strong green credentials also align with InterContinental’s strategy to minimise its impact on the environment. Agraria’s liquid products such as shampoo and body lotion are formulated from natural ingredients and all of its packaging uses recycled paper and is 100% biodegradable.

Agraria products are regularly recommended by beauty editors of magazines including Vogue, Vanity Fair and InStyle. For over 40 years, Agraria has been a favourite with a worldwide audience including top fashion designers and celebrities.

InterContinental Hotels & Resorts will launch its exclusive partnership with Agraria, America’s oldest and largest luxury home fragrance company, from September 2012.

Guests will be able to indulge in Agraria guest amenities at 169 InterContinental properties around the world by January 2013.

Agraria has a shared heritage with InterContinental dating back to the 1970s, when it opened its first boutique on Nob Hill in San Francisco, near InterContinental Mark Hopkins San Francisco, the brand’s first hotel in North America. Agraria products can now be found in high end retailers around the world including Saks Fifth Ave, Bergdorf Goodman and Harrods.

The new partnership with Agraria was driven by consumer trends around engaging all of the senses, such as smell, to create memorable experiences. Stories becoming a new social currency was another reason Agraria was selected, with the brand’s heritage and craftsmanship.

“InterContinental is and has always been a pioneering brand. We researched a number of luxury toiletry brands with our customers in our key markets and Agraria was the clear winner. Agraria’s considered take on luxury and its beautifully crafted products are an excellent fit with our brand,” said Simon Scoot, Vice President, Global Brand Management, InterContinental Hotels & Resorts.

“We are delighted to partner with InterContinental Hotels & Resorts. InterContinental is dedicated to providing authentic experiences for its guests, and the brisk scent of lemon verbena, Agraria’s number one fragrance, which has been chosen for the hotels, will brighten their stay,” said Jim Gentry, Co-Owner and CEO, Agraria.

The brand’s strong green credentials also align with InterContinental’s strategy to minimise its impact on the environment. Agraria’s liquid products such as shampoo and body lotion are formulated from natural ingredients and all of its packaging uses recycled paper and is 100% biodegradable.

Agraria products are regularly recommended by beauty editors of magazines including Vogue, Vanity Fair and InStyle. For over 40 years, Agraria has been a favourite with a worldwide audience including top fashion designers and celebrities.