As the beauty industry taps into the booming wellness market, Canyon Ranch, a pioneering sanctuary of holistic health and wellbeing, is once again redefining self-care. This time, it’s not just about body and mind – Canyon Ranch has launched Enchant, a weeklong program designed to engage beauty-driven consumers with an immersive experience that combines luxury skin care, wellness activations, hands-on beauty experiences, master classes, and more. I had the opportunity to give it a trial run. Here, my impressions of the resort I never knew I needed.
As a fitness and beauty enthusiast, I’ve experimented with many different forms of exercise and wellness offerings over the years, but escaping to Canyon Ranch’s new Enchant program in Lenox, Mass. could not have come at a better time. In the past, my goals have been to push myself physically, ramp up my fitness, and find new ways to challenge my body. But after a life-changing event earlier this year, I wasn’t looking for any of those things. During my three-day integrated wellness journey, I wanted to slow down, expose myself to active meditation experiences, and try workshops and activities that otherwise would never have been on my radar: sound bath rituals, aerial yoga, a class on chronic illness. These were all completely outside my comfort zone, but they turned out to be exactly what my body and mind needed.
Beauty Meets Wellness
As beauty and wellness brands increasingly merge to focus on inner and outer beauty, Canyon Ranch is pioneering the next frontier of self-care: at the core of Enchant is an experience designed for beauty consumers seeking real trends and insights beyond just a fleeting fix.
The concept arose from a desire to draw beyond its traditional 50-and-older demographic. Enchant is the brainchild of Canyon Ranch CEO Mark Rivers and first executed under the leadership of Chief Marketing Officer Leena Jain, a former L’Oréal executive, who both joined the company in 2023. To test concept viability, Rivers and Jain approached their network of brand executives and founders to gauge interest in something akin to a luxury Coachella for spa and wellness. Right out of the gate, the program resonated with beauty experts and the brand secured top names, including celebrity aesthetician Joanna Czech, Sheena Zadeh from Kosas, and fashion designer and beauty entrepreneur Rachel Roy, who all attended Enchant’s debut at Canyon Ranch’s Tucson flagship in April. Guests were treated to classes, presentations, and exclusive beauty collaborations. With this success in the books, the next move was to bring it to Lenox.
Master Classes and Immersive Activations
Enchant at Lenox kicked off October 20 and offered a suite of classes and educational experiences. But it wasn’t just about conference rooms or lectures. During my visit, I opted for a kayaking sunset excursion that brought together a handful of people who by the end of the trip were making dinner plans with one another. I also took part in a chakra reading, during which a practitioner assessed our energy points and taught us how to rebalance and relieve stress. Another day, I created a vision board in the Creative Expression Studio to develop and manifest my goals. Throughout the three days, I engaged in product activations where brands showcased their latest products, a win-win for companies looking to reach new consumers.
Many of the brands that participated have an ethos similar to Canyon Ranch, placing an emphasis on sustainability, clean ingredients, and ethically-sourced materials. Presenters for the October program included celebrity makeup artist Sir John; beauty entrepreneur Erica Taylor; fashion designer and beauty founder Rachel Roy; Pvolve Director of Training, Dani Colman; and Denise Vasi, Founder of Maed Beauty. Programming extended into each evening with events such as a Spa Ritual welcome party, a Dermaflash cocktail event, an Opulus Beauty Labs spa soirée, a Venn photobooth, and Dazzle Dry manicures.
To top off the experience, each guest received more than $2,000 worth of products via Enchant’s gifting suite, featuring a dizzying array of merchandise, impressive even for someone like me, who is inundated with products for a living. More valuable than the gifts, however, were the insights I came away with. Almost a month out, I’m still incorporating being in the moment into my daily routine as often as possible, especially when I’m outdoors.
Bespoke Beauty Company Benefits
To make the program work, Canyon Ranch executives collaborated closely with brands to design tailored experiences. “You don’t need to have it all figured out beforehand. We’ll assist you with that process,” said Jain. “For example, if you’re a botanical brand, we might pair you with a meditation session where we incorporate one of your ingredients into an essential oil blend. Or if your brand focuses on lavender infusion, we could create a special dinner highlighting that key ingredient. If you’re a sunscreen brand, we could organize a hike where each guest receives your product at the start, and we discuss sun care benefits throughout the hike. Our goal is to seamlessly integrate each brand in a way that aligns with its unique identity.”
For London-based aromatherapy brand Ilapothecary, Canyon Ranch developed branded classes featuring healers who shared stories of the brand’s ancient ingredients and sensorial rituals. Jennifer Haliday, Head of Strategic Partnerships, noted, “the event had a surprise-and-delight moment at every turn. Everyone was like, ‘What’s going to happen next?’ Whether it was the gifting suite, taking a sanctuary class, or getting a one-on-one demo, everyone was genuinely happy with their [Enchant] experience.”
Dazzle Dry showcased its quick-drying, vegan nail polish system by offering 25-minute polish changes. Dr. Vivian Valenty, Founder of Dazzle Dry, praised the event’s success, saying her brand was “in great company with other science-driven brands and beauty professionals. We would absolutely be open to participating again and felt it was well worth it.” She gifted 250 Dazzle Dry Mini Kits, valued at $38 each, in guest gift bags.
While many of the product activations did not require brand participation fees, brands could opt for additional sponsorship opportunities, such as hosted social events, with participation costs starting at $1,500, according to one brand. Overall, approximately 35 brands participated in Enchant.
For both the Tucson and Lenox programs, Canyon Ranch marketed via their usual database, but also to brand partners’ communities. “We asked all of them to promote it across their social media and other platforms. We are known for spa and beauty, but this one week was going to be at the cutting edge of it with help from our partners.”
Wellness Industry Evolution
Data reveals that more people are turning to wellness and self-care options as a means of healing and achieving a sense of wholeness, a trend that has grown even stronger since the pandemic. Anna Mayo, VP of the Beauty Vertical at NielsenIQ, notes that consumer priorities have shifted significantly towards wellness, reshaping the beauty and personal care landscape. This transformation has been particularly noticeable since 2021, when self-care and wellness emerged as two key segments adjacent to beauty. “Now more than ever, consumers are seeking products that enhance not only external appearance but also internal well-being. As a result, the idea of beauty is expanding, and consumers are thinking beyond traditional beauty categories when looking to fulfill their self-care needs,” Mayo said.
While Enchant remains aligned with Canyon Ranch’s typical demographic — 65% female and 35% male — Jain explained that the new program is tailored to guests who are primarily interested in its spa, beauty, and wellness offerings. “Enchant is for the person who’s always looking to improve their beauty regimen, improve their wellness regimen, improve their life balance through products, discovery, and education,” she said. Prices for Canyon Ranch range from $1,000 to $1,200 a night, depending on the time of year.
As a beauty industry professional, I was pleasantly surprised to find that Enchant far exceeded my expectations, especially since it offered something far more profound than mantras and beauty products. During a two-mile hike through the heart of Kennedy Park several miles from the spa — surrounded by crisp air, towering trees, and the sound of leaves crunching beneath my feet — I felt a peace I hadn’t experienced in a long time. It wasn’t just about relaxation. I was deeply immersed in the tranquility of my surroundings, reminding me that true healing doesn’t necessarily come from constant effort or pushing ourselves. As with any program, results vary from person to person, but I’m confident that what one gets out of Canyon Ranch is strongly influenced by what’s going on in their lives — and how they show up to manage it.
