NEW YORK — Time-starved women can have their cake and eat it too.

New York may have a plethora of places for people to go to get rubbed, poked, firmed and filed, but when it comes to fitting all the pampering in, the question often is: “How can I squeeze in that facial and massage?”

Now, it appears, the answer is getting simpler as spa owner Christine McKelvey adds her twist on accomplishing a beauty marathon.

Motivated by her personal frustrations of being “forced” to have a treatment because of rigid appointment rules, McKelvey created a new spa concept, SimplySpa, where customers schedule appointments based on a desired time, rather than by treatment. Not until customers arrive at the spa do they have to decide from a combination of services to fill up their reserved appointment, which is usually in 60- and 90-minute increments.

SimplySpa aims to make filling up appointment time easy by offering SimplySamplers. The 60-minute sampler, for example, costs $110 and includes three of the following four services: a massage, a facial and either a manicure or pedicure. The 90-minute sampler, which costs $150, includes all four services. Or, customers can elect a single treatment — a SimplySession — which devotes 60 or 90 minutes to any single treatment for $100 and $150, respectively.

In addition, there are a host of packages such as SimplyMom, SimplySport and SimplyHim and one designed especially for those constantly on the go, SimplyTooBusy. Gift certificates are valued in time, not dollars.

Customers can escape from the street into the 1,500-square-foot boutique-like space, complete with three treatment rooms, a waxing room and a separate room for polishing, located at 104 W. 14th Street in Manhattan. SimplySpa uses products by Comfort Zone, Bath Bloomers, Naughty Girl and Erbaviva.

Thanks to a staff that is dually certified in esthetics and massage, SimplySpa is able to provide its full menu of services in a timely fashion. Doubling up on applying services is common, so it’s likely a manicure will take place at the same time as a facial. All services may also be conducted in one room to limit lag time and interruptions.The time management concept, McKelvey said, alleviates forecasting a desired treatment, which may not take place for at least a month.

“It gives flexibility to the client to book by time instead of saying what service or treatment she wants at the time of scheduling an appointment and gives more control to the client when it comes to her spa visit,” McKelvey said.

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