reminding guests of the brand that brought this luxury to them; the iconic bottles of Evian are displayed on the walls as a gentle reminder of its brand heritage.

Guests at the spa are greeted at the entrance by a serene, manicured Japanese rock garden in a dramatic 35-meter-high atrium; only as they plant their feet down do they realize that it is a thick, jade-colored carpet, instead of sand, that surrounds the large boulders sunk into the hallway. The ceiling soars over six stories above into a canopy that channels beams of sunlight into the all-white, moss-and-chrome clinic.

Spa staff, dressed in crisp, white Japanese robes, move with almost fluid ease. Naturally, Evian spring water is used liberally throughout the spa experience. The water, described by the company as being “aged like wine,” is used to brew tea served during consultations; it is also used in deep-hydration treatments for the hair, body, and feet.

The word “spa” itself is taken from the name of the famous mineral springs in Spa, Belgium, and has become a common noun denoting any place with a medicinal or mineral spring. However, what Evian Spa has done successfully is to encapsulate the values of the Evian brand heritage of purity and vitality, relying on natural resources and traditional formulae, to deliver an image of a tranquil and luxuriating spa experience.

The new Evian “Detox” campaign (which rolled out in select countries, such as the UK) positions Evian water as the ubiquitous antidote to all sorts of overindulgences, such has holiday season excess, and kicked off by delivering free bottles of Evian to random households. This holistic positioning moves the brand above just being about natural spring water; it concocts in the commercial imagination a more inspirational story, which complements the brand’s spa businesses.

Both Evian brands, water and spa, share the same insights and preferences in their customers, who are willing to pay for luxury in a bottle or a treatment. Says Marcel Bertaud, managing director, Asia Pacific, in Business Standard, "In most countries, when you drink Evian, the perception is that you're a discerning consumer, making the right choice with your water as you do with all the other lifestyle choices you make" (November 2005).

Frank Riboud, chairman and CEO of Groupe Danone, which owns the Evian brand, said in an interview for the launch of Evian Spa by Three: "The Evian Spa Shanghai aligns perfectly with our Evian brand values and will continue to make our water even more desirable in China. Evian Spa will definitely be the flagship location for the Evian brand."

Doris Ho is principal consultant at Sprout Brands, a brand consultancy specializing in brand development and extension in Asia.