TL;DR
Get beauty and skincare favorites delivered free with Prime
- Fast, free delivery on millions of items
- Prime Video, Amazon Music and more included
- Member-only deals all year
Kérastase has expanded its Kérastase Society experience to hotels in six cities across Europe, Australia and South Africa, with beauty services and events built around its product lines. Italian skin care brand Miamo has partnered with London’s The Shepherd Mayfair to offer selected products in guest minibars. The examples show how brands are using hotel settings to put products in front of consumers, though the source provides no sales or audience-impact data.
Kérastase has taken its Kérastase Society concept to hotels in six cities, turning properties into temporary beauty hubs with styling spaces, events and hair-scanning services, according to a report by Cosmetics Business. The report also describes Italian skin care brand Miamo’s partnership with London’s The Shepherd Mayfair, where selected products are offered in guest minibars. The initiatives put beauty products and experiences into hotel settings, giving brands another way to meet consumers beyond shops and standard advertising.
The L’Oréal-owned hair care brand’s Society concept has appeared in Milan, Paris, Berlin and Amsterdam, as well as Melbourne and Johannesburg. At each stop, a hotel is transformed into an experience focused on Kérastase product lines including Gloss Absolu, Chronologiste and Blond Absolu. The described programming includes styling lounges, dinner parties and a Glaze Café offering hair scans.
The events combine product exposure with services and social occasions. Guests can encounter the brand through styling, a scan or a hosted gathering, rather than only through a product display. Cosmetics Business characterizes Kérastase as “betting big” on experiential hospitality in 2026; that wording is the publication’s description of the strategy, not a disclosed investment figure.
Miamo’s arrangement takes a more direct in-room approach. The science-led Italian clinical skin care brand has partnered with The Shepherd Mayfair, a newly opened London hotel, to place a curated selection of its products in guest minibars. The source does not specify the products included, whether they are complimentary or for purchase, or how long the partnership will run.
Hotels Add a New Beauty Touchpoint
These examples show two different ways beauty businesses can use hospitality: immersive events that bring products together with services, and in-room placement that makes products available during a hotel stay. Hotels offer a setting where guests may have time to try a service or notice products as part of their visit. For brands, the partnerships create another route to present products to people who may not have entered a beauty store or sought out a brand event.
The format also makes the hotel part of the brand experience. A styling lounge or product-filled minibar can connect a beauty label with a guest’s stay, while the hotel gains a themed amenity or activity. That potential does not establish that the arrangements increase sales, loyalty or bookings: the report gives no performance figures. It remains a set of examples rather than evidence of measurable commercial results across the sector.
Products Worth Considering
Theragun Relief Massage Gun – 3 Speed, Black
BowFlex Results Series SelectTech Adjustable Dumbbells (Pair)
Levoit Vital 100S-P Air Purifier with Washable Pre-Filter
As an affiliate, we earn on qualifying purchases.
Two Partnerships, Two Hotel Formats
The report presents Kérastase Society as a traveling activation, with hotel experiences staged across six cities in three continents. Its program combines several elements—product-focused spaces, styling, social events and hair scans—rather than relying on a single display. The source does not give dates for individual stops or say whether every location offered exactly the same activities.
Miamo’s partnership with The Shepherd Mayfair is described as a product offer within guest rooms, rather than a multi-part event. Together, the cases illustrate different levels of involvement for hotels: hosting an activation that reshapes spaces for a period, or incorporating a brand’s products into an existing guest amenity. The supplied report extract identifies these examples but does not establish how common such partnerships are across beauty brands or hotels.
“Kérastase is “betting big” on experiential hospitality in 2026.”
— Cosmetics Business
Results and Partnership Terms Unreported
The supplied report extract does not say how many guests took part, whether participants bought products, or whether the activations changed sales, customer retention or hotel bookings. No audience or return-on-investment figures are provided, so the commercial impact cannot be assessed from the available information.
Details of Miamo’s minibar offer are also limited: the extract does not identify the products, prices, availability or duration of the arrangement. For Kérastase, it does not give the dates of each city activation, the hotels involved, or whether the Society program will return to those locations. The report is a short extract from a subscriber article, and additional specifics may be in the full report.
Further Details Could Clarify Impact
The source does not announce a next event date or a planned expansion beyond the cities named. More information from Kérastase, Miamo and their hotel partners would be needed to establish how long the arrangements will last and whether either brand plans additional locations. The next useful measure will be reported participation and commercial results, if the companies release them; neither is included in the available extract.
Key Questions
Which cities have hosted Kérastase Society experiences?
The report names Milan, Paris, Berlin, Amsterdam, Melbourne and Johannesburg. It does not provide dates for each city stop.
What happens at a Kérastase Society hotel activation?
Reported features include styling lounges, dinner parties and a Glaze Café offering hair scans, with experiences focused on product lines such as Gloss Absolu, Chronologiste and Blond Absolu.
What is Miamo offering at The Shepherd Mayfair?
Miamo is offering hotel guests a curated selection of products in in-room minibars. The report extract does not say which products are included or whether they are free or for purchase.
Do the hotel partnerships have proven sales results?
No sales or performance data appears in the available report extract. It describes the partnerships and their formats but does not establish their effect on purchases, brand loyalty or hotel bookings.
Source: cosmeticsbusiness.com
