Key staff at luxury hotels include positions such as Concierge, Butler, and Executive Chef. Now there’s a new role in the mix: Chief Suncare Officer.
As part of a partnership with the prestige suncare brand Sonrei, the L’Auberge de Sedona resort in Arizona has appointed its co-founder, skincare industry veteran Dustin Holt, as the first executive charged with ensuring its guests have ample protection from the desert sun.
“His mission: to guide guests on how to enjoy Sedona’s natural beauty safely, with confidence and care,” the resort says in announcing Holt’s appointment.
As Chief Suncare Officer, Holt will lend his expertise to guests of the 4-diamond resort, busting myths about sun safety and providing pro tips and best practices.
He will also ensure the brand’s eco-conscious, broad-spectrum sunscreens are available to guests throughout the high desert resort: at its L’Apothecary Spa, lobby retail spaces, locker rooms, and the outdoor pool.
Sonrei’s anti-aging Facial Growth Factor collection, lightweight and breathable Hydrating Gel Collection, and spray-on Organic Mist Collection are all available.
Here are Holt’s top UV protection tips to guests:
- Spray is Not Enough –Rubbing in the sunscreen after spraying is essential to ensure full, even coverage.
- Apply Early, Generously, and Often – Sunscreen should go on all exposed skin at least 15-30 minutes prior to exposure, Holt says. Reapply every two hours.
- Careful Not to Miss Spots – Pay close attention to often-neglected but vulnerable areas of the body: the ears, back of the neck, the tops of hands and feet, and scalp.
- No Cloudy Days Off – It’s a popular misconception that sunscreen is needed only on sunny days or for outdoor activities. Harmful UV rays can penetrate clouds, windows, even certain clothing, Holt says.