Skin Laundry is trying to do for noninvasive facial laser treatments what blowout bars did for blow-dries.
The new Southern California concept is centered upon a signature laser facial that is designed to stimulate collagen and rejuvenate skin in five to 10 minutes. It is aimed at women and men looking for alternatives to chemical peels and harsh laser treatments to address acne, blemishes, age spots, sun damage, lines and wrinkles.
“We just wanted to make it simple. The whole thing was formulated around the idea of healthy skin and no down time. We wanted something that can become a part of your skin maintenance ritual,” said Chris Carey, chief executive officer of Skin Laundry. “It has been proven that when you pull out one service and create a niche, it can be successful.”
Skin Laundry has opened locations on Montana Avenue in Santa Monica and on Beverly Boulevard in West Hollywood, and is slated to open a location at the shopping center Fashion Island in Newport Beach in August. The locations range from about 1,000 to 1,500 square feet, and the two currently open locations have four treatment rooms each where registered nurses perform the facials.
Before settling upon the initial locations, Carey, who previously held executive positions at RVCA and Abercrombie & Fitch, scoured dozens of spots across the Los Angeles region. “What we need is quick access in and out, and that is hard to come by in L.A. Our clients are living a fast-paced lifestyle, and we don’t want them to spend forever looking for parking and dealing with other annoyances,” he said. “We provide easy-in, easy-out access in high-traffic areas.”
Created with the Costa Mesa, Calif.-based firm JPS Designs, the design of the locations underscores Skin Laundry’s positioning as a California lifestyle brand. There are images of palm trees and beach scenes. White is the primary color used in the spaces on the walls and ceilings, although wood plays a role as well in the furniture; doors and picture frames, and the floors are hardwood muted with a whitewash.
“People hear about medical facials or lasers, and they think about a typical doctor’s office. We wanted to steer clear of that and create an inviting, warm environment where our customers could feel comfortable,” explained Carey.
Skin Laundry offers customers their first treatment free. Subsequent treatments cost $75, but customers can also buy a series of three for $220, six for $430, 12 for $860 or monthly membership packages that include three treatments for $220. Although Skin Laundry didn’t comment on projected revenues, if it were able to perform six facials per hour at $72 per facial, a location would generate nearly $1.3 million a year, a figure that might be high with Skin Laundry just getting off the ground, but seems achievable as it gains traction.
Asked about the possibility of more locations over the next few months, Carey said, “We are hyper-focused on Montana and Beverly and, this fall, Fashion Island. We haven’t committed to anything else. We could sneak another one or two in this year.” When it comes to next year, however, he continued, “I’d love to open a lot more stores. That’s for sure.…We are really confident in the treatment, and so far, that’s been validated with customer feedback and word of mouth.”