Elizabeth Arden's famous red door has reopened to reveal a glamorous new look.After three years of darkness, the Elizabeth Arden Salon on Michigan Avenue has had a makeover, thanks to Essanelle Inc., which bought the rights to the Red Door salons last November.The salon, which offers hair and beauty services, was ringing up daily sales of $10,000 in its first few weeks, according to manager Kelly Weber.An introductory special of facial, haircut, manicure, makeup and spa lunch for $75, normally $140, sold 250 packages in the first three days, Weber said.Target sales for the first year are $3 million to $5 million, said David Stoup, president of Elizabeth Arden salons and Essanelle.He said that the salon is geared toward "the time-poor professional consumer," and he hopes also to broaden its appeal to men. The salon will order lunch and can provide customers with a cordless telephone.The original salon, which opened in 1964, was the first day spa in Chicago.The 10,000-square-foot refurbished salon has a plush, spacious lobby with a green and pink decor furnished with comfy sofas and includes some of the original store fixtures. The rows of treatment rooms and hair studios are more functionally decorated in black and white.Prices, which are comparable with other Chicago day spas, range from $10 for a paraffin hand treatment, to $215 for the Maine Chance Day, a luxury top-to-toe package.Stoup said he expects approximately 40 percent of sales to be accounted for by hair treatments, 40 percent by beauty treatments and 20 percent by retail products. Besides the complete Elizabeth Arden range, the salon carries hair care products by Anasazi and Zinon."Chicago, with its harsh weather, is a treatment town," Stoup said. "Body and face treatments will be particularly strong."Stoup, who also founded La Prairie and specializes in start-ups and turnarounds in the beauty and fashion industries, said he sees possibilities for as many as 50 more Red Door salons in America, with the West Coast offering "interesting opportunities."There are currently two other Elizabeth Arden Red Door salons, in Chevy Chase, Md., and New York.
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