Tammy Fender

In what seems to be a brilliant branding maneuver and just a really clever idea, Elle--the magazine--is opening a spa at the Eden Roc Renaissance Miami Beach. In an attempt to bring the magazine to life and give guests a “taste of the Elle lifestyle”, Elle editors hand-picked everything from the products in the spa to the items for sale, right down to the flip flops. (Disclosure: I occasionally write for Elle.com, but I have no involvement with this spa. Unfortunately.) I spoke to Emily Dougherty, Elle’s beauty and fitness director, and she told me that they want to “take the stories in the book and make them come alive for the readers.” To that end, the spa offers services which mimic features in the magazine, like “Doctor’s Orders.”