THE WHAT? L’Oréal-owned  Lancôme has established a new hotel spa in São Paulo, marking its debut in the Latin American spa market.

THE DETAILS Lancôme, which has previously opened branded spas in France and Australia and partnered with Accor’s Sofitel brand, now adds Brazil to its list. The Lancôme Absolue Spa in São Paulo was designed by Brazilian architect Patrícia Anastassiadis and is located at the Oetker Collection’s Palácio Tangará hotel. Oetker Collection, owned by the Oetker family, is a global German hotel management company known for its high-end locations—some locations partner with luxury spa brands like Guerlain, Dior, and La Prairie.

THE WHY? Lancôme’s decision to open a spa in São Paulo seems driven by the intent to keep up with market competitors and expand its global spa presence.