Luxury in the bathroom

KOREA - Staying a night at a luxury hotel is a refreshing experience for those tired of their daily routine and looking for a brief urban getaway.

And for some women, the special experience lasts even after they return home to their daily routines.

Hotel toiletries don't remain in the hotel rooms after the guest checks out. They are taken as a symbol of the hotel experience, especially for trend-savvy women customers in Korea.

Some boast of their collections of bath amenities from different five-star hotels and post the pictures on their blogs to show off and to give information to other customers.

"Young women share their hotel experiences and information on toiletries, services, food and more on online communities," said Yoon So-yoon of the PR team at InterContinental Seoul Parnas.

Five-star hotels in Korea are responding by introducing more international labels to customers looking for quality service.

"People expect very high-quality brands when they stay in luxury hotels, and low-quality products will lower the hotel's image," said Didier Beltoise, CEO of Cs, a consulting company for the hospitality industry, and former general manager of the Grand InterContinental and COEX InterContinental Seoul.

Recently, The Ritz-Carlton Hotel Company has adopted Asprey, the British luxury lifestyle brand, for its entire line of bath products. InterContinental Hotels and Resorts has partnered with the American luxury home fragrance company Agraria.

"Asprey is one of the world's oldest and most revered luxury goods houses. The brand image matches well with The Ritz-Carlton's aim to deliver the utmost luxury experiences," said Han Mi-sun in charge of the hotel promotion.

According to the hotel, Asprey bath and body products have a signature scent called "Purple Water," a fresh citrus fragrance blended with spicy undertones.

The Asprey Purple Water amenities are now available in all Ritz-Carlton guest rooms and suites starting in March.

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