Dior’s Spa Cruise

Image: Christian Dior via Harper’s Bazaar

Dior’s Spa Cruise will set sail along the river Seine starting on July 3rd. 

The cruises last about two hours each and come in two options: the treatment cruise and the wellness cruise. The former of these includes a one hour face or body spa experience followed by an hour of rest, whereas the latter includes an hour of activity like pilates or respirology and an hour of rest.

The Stunning Excellence has four individual treatment cabins, a juice bar, a fitness room, and a relaxation deck complete with a pool. The deck boasts views of Paris’s best sites that can be seen along the Seine, such as the Eiffel Tower and the Musee d’Orsay (although these can, of course, be seen simply by standing along the banks of the river). 

Image: Christian Dior via Harper’s Bazaar

The Stunning Excellence is the latest example of a novelty experience created by luxury brands that are fighting to maintain relevance. Experiences like this cruise or Prada’s restaurant at Harrods show that luxury brands are focusing more on flash and novelty experience to generate much needed new streams of revenue. 

Because let’s be honest, could this cruise ever really be worth the price? Prices start at €150 for a pilates session and an hour of relaxation and simply go up from there. If you have the money and you are simply itching to spend it, sure, go for it. But an hour-long cruise of the Seine and a pilates class in a different part of the city certainly equals less money, and the more you pay for spa services, the more true this becomes. 

Of course, the Dior brand and luxury novelty experience is what this is all about. So, if that floats your boat (floats your yacht?), go for it; the yacht will sail from July 3-14th.