Beauty Store Business

AUG 2015

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46 August 2015 | Skincare Spotlight Number of locations: Two, both in Los Angeles Headquarters: Los Angeles Signature treatment: 30-minute facial, $45; a signifi cant percent of the clientele is male and/or teenager Pricing model: First treatment is free, membership, packages and walk-in pric- ing available Mobile app: no; but mobile booking from its mobile-responsive website is signifi cant Product brands: Numerous, including Dr. Lancer's own brand, Dermalogica, Eminence HEYDAY Concept/tagline: A facial shop to take facials out of the spa and into your life Number of locations: The fi rst location was scheduled to open in New York City June 1, 2015 Headquarters: New York City Signature treatment: To be determined after opening Pricing model: Membership, packages and walk-in pricing available Mobile app: In process of development Product brands: A curated offering of the best products from numerous brands, including Naturopathica and Alchimie Forever MORE ON HEYDAY The newest kid on the block in this group of skincare concepts changing the industry is HeyDay. When talking with CEO Adam Ross about the impetus behind this new brand and the future of the "traditional day spa," this is what he had to say: "We love spa days as much as anyone else, but they don't fit into our routine frequently. I think the traditional day spa for the very high-end clientele will continue to do well, but the industry needs to do a better job responding and catering to consumers' needs and providing them with much better value for money. In our research, we saw a dis- connect between the benefits of a facial treatment and how it is presently being offered and consumed in the market. We have a large population who wants to have facials more regularly, but does not because of time, cost and incon- venience. And we have a significantly large and growing category whose cur- rent structure is constrained beyond the high-end or special-occasion consumer without requiring significant trade-offs. With Heyday we are looking to address the key friction points of time, cost and convenience so professional skin care is accessible to everyone. We talk inter- nally about taking the facial out of the spa, as facials should not be thought of as a beauty indulgence but rather part of a health-and-wellness lifestyle—given the cumulative benefits of looking after your skin and treating it properly." FINALLY … Other brands are contributing to the rein- vention of the salon and spa industry, including RPZL (hair extensions), Paint- box (nails), Blushington (makeup and makeovers) and more. Who knows what the next 10 years will bring? As Heraclitus said eons ago, the only constant is change. With all change comes opportunity—opportunity for improvement, evolution and innova- tion. What I do know is that the need for blowouts and skincare treatments is not going away—or being met by the Inter- net or drones. Not yet anyway … ■ Ada S. Polla is the president and CEO of Alchimie Forever. She is the co-creator of her family's Swiss-based skincare line, which she launched in the United States in 2004. Her skincare knowledge and business skills have yielded double-digit annual-revenue growth for the brand. She holds an MBA from Georgetown University and received a Bachelor of Arts degree from Harvard University.

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