Tourism is the lifeblood of Jamaica and COVID-19 is creating a dent in the hospitality industry. As villas are finding creative ways to encourage locals to visit their villas with staycation discounts, collaboration is key to success.
Celebrity stylist to models, recording artistes and socialites, Kristia Franklin partnered with Gaelle Cosmetics and Love Not Likes, a platform for influencers and creators to visit Turtles’ Nest in Treasure Beach. Other local bloggers came along for the trip and she spent her time, taking pictures and enjoying the amenities and the fabulous view of the South Coast.
“Love Not Likes is a creator platform, and I’ve been involved in a few of their experiences in the past year. Since COVID-19, I haven’t been able to do my usual international travel. I’m used to flying to LA and New York every 3 months to shop for my clients. Funnily enough, I’d never been to Treasure Beach, so it seemed like a great fit. I wear Gaelle Cosmetics lipsticks all the time, and I love that the lipstick is long-lasting and won’t come off, even in the swimming pool!” said Kristia Franklin.
Turtles’ Nest invited each guest to stay for one night in the luxury villa. Jamaican fare that was prepared by the cook on staff was sponsored by Love Not Likes. Along with home-cooked meals, a platter of garden vegetables and hummus were provided as a snack option. For dessert, CBD infused rainbow coloured sorbet flavours, both courtesy of artisan plant-based culinary experience, The Plantry. The Alcohol beverage of choice was sweet Martini & Rossi Rosé distributed by CPJ and pink goodie bags lined the table filled with candy, and their choice of Gaelle Cosmetics lipstick.
Turtles’ Nest is a luxury three bedroom villa which has welcomed many of the well-to-do, including the Prime Minister of Jamaica, Andrew Holness. It has a relaxed L.A. aesthetic, housing an upper-floor viewing terrace, private saltwater pool and thatched roof gazebo deck with a wide breathtaking view of the Caribbean Sea.
The villa’s UK based owner, Lucy Atherton, said: “We’re booked out until October, so we’ve been very fortunate during this season to have our Jamaican patrons. Kingstonians like to come here because it’s very quiet and private, which is why Treasure Beach has always been a bit of a secret celebrity haunt. Jamaicans in general are currently rediscovering a love for their beautiful country, at a time when it’s very difficult to travel abroad, and the south coast is really benefiting from this.”
Prices per night for the villa start from US$400 a night and it’s great for intimate parties and families who want to get away. There is also a cottage annex on the property which is available for only $US50 a night.
Using influencers and bloggers has helped the local villas reach a new audience of patrons that may have only visited all-inclusives. The hospitality industry is seeing the results by partnering with influencers as they create a unique experience by sharing their adventure through a story. Their audiences are committed and interested in learning about what they’re doing.
“We decided to partner with Love Not Likes because we wanted women to celebrate staycation in Jamaica. Even though masks are mandatory, women are still dressing up for date night or even to lounge by the pool. Our lipstick mattes are long-lasting and won’t come off easily under a mask. With COVID-19, we were concerned that customers weren’t interested in purchasing makeup, but the reports show the beauty industry is doing quite well, partly due to online shopping. .” Safyie Reid, of Gaelle Cosmetics said.
“This is a part of a larger plan to gift micro-influencers to celebrate the summer. Woman of different ages and complexions will be gifted lipsticks and will be encouraged to show their makeup looks via social media and us on IG at @gaellecosmetics. We want everyone to have a #GaelleGoodazSummer. For those who are living in the Diaspora and still want to buy our lippies, we are encouraging them to use purchase on www.gaellecosmetics.com.” Safyie Reid, of Gaelle Cosmetics said.
Follow fashion stylist Kristia Franklin on instagram @myrepeatoffender. You can purchase Gaelle Cosmetics matte and lip glosses at local pharmacies and beauty stores or online at www.gaellecosmetics.com. To book a night at Turtles’ Nest, go to www.turtlesnestja.com