The Red Door Salon and Spa, bastion of traditional day spa culture, is being re-branded in efforts to serve wellness-minded Millennials rather than Ladies Who Lunch.
As of July 23, Red Door Salon and Spa will be known as Mynd, WWD has learned. The name change is the first in a series of efforts the company is making to modernize its spas, which will ultimately include completely renovated locations to appeal to a gender-neutral clientele, a new marketing campaign, an indie-centric retail assortment and a service menu that offers more options in the way of self-care — think cupping and CBD massages, in addition to the traditional services the spa already offers, including facials, waxing and manicures. These changes are expected to roll out by 2020, said Todd Walter, chief executive officer of Red Door Spa Holdings.
Elizabeth Arden, now owned by Revlon, is no longer involved in its former spa business. Red Door — now Mynd — is backed solely by North Castle Partners, a private equity firm that made an initial investment in the business in 2012 — Arden had at one point owned a minority stake, but it no longer does. Mynd would not comment on its financials, but in 2012 WWD reported that Red Door Spa Holdings did $150 million in annual sales. Also at that time, Red Door Spa Holdings included the Chicago-based Mario Tricoci salon and day spa chain, which was sold back to the Tricoci family in 2018.
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The re-brand comes at a time when younger consumers are increasingly showing interest in holistic treatments such as cupping, acupuncture and reiki — all services Walter said Mynd is looking into adding to its menu. Noninvasive cosmetic procedures such as Botox — also popular with Millennials who want to cut down time spent on skin-care and makeup routines — are also being considered, Walter said. There’s also a new retail partnership with clinical skin-care line Dr. Dennis Gross, whose Alpha Beta Peel Pads have gained a cult-like following amongst twentysomethings dipping their toes in antiaging skin care.
Even the red door itself is going — as of this week, the company’s 27 locations will no longer be recognizable by the spa’s iconic red-painted door, which was a nod to the first Red Door spa Elizabeth Arden opened on Fifth Avenue more than 100 years ago. “Phase one [of the re-brand] is changing the look and tone of the spa, and how people view it,” Walter said. Part of that is a somewhat Yeezy-inspired marketing campaign featuring both men and women. “A huge opportunity we see is targeting men — 80 percent of our customers are female, but we know that there are huge trends with males toward getting these types of services,” Walter said.
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