Ideal Image’s new look announced last year is coming to life. The 130-plus location med spa best known for its laser hair removal services is stamping out upgraded signage, fresh decor and expanded services in its advanced medspas across the U.S. and Canada. The efforts coalesce as the nation’s biggest medical spa provider hopes to boost the frequency of visits.The first to sport all of the upgrades will open in May in St. Petersburg, Fla. (near the company’s Tampa headquarters), followed by another in Stamford, Conn., and Marietta, Ga. Ideal Image is in growth mode, according to Annemarie Frank, Ideal Image’s chief marketing officer. By the end of 2018, she said there will be 140 plus locations. Industry sources estimate Ideal Image produced sales in the $200 million range last year.“We are in an expansion period, expanding our footprint. We are broadening our services and in the midst of development work on our new branding,” she added. Critical to the rollout, she said, is consistency in the image. “With the design finalized, we can finally roll out our new look. We’re trying to make it more approachable and draw people in.”The medical spa industry is undergoing rapid growth, fueled by Americans’ quest for services like Botox and fillers. The boom is fed not only by mature consumers, but also younger women and men who are proactive about halting the effects of aging. Ideal Image’s efforts to go beyond laser hair removal is key. According to the American Society of Plastic Surgeons, laser hair removal was down in 2017, but botulinum toxin type A procedures were up 2 percent and soft-tissue fillers rose 3 percent.With that as a backdrop, Ideal Image is widening its menu, beyond laser hair removal, while building up a bigger customer base. “All of what we add is incremental business,” she said. In particular, injectables are becoming more mainstream, even in Midwestern markets, as well as body sculpting. “It is less taboo to talk about it,” said Frank, who noted Millennials spread the word through social media posts. Ideal Image offers CoolSculpting which is riding a wave of greater exposure via a stepped up social media campaign featuring Johnny Weir. “We are the largest provider of CoolSculpting in the U.S.,” Frank said. The company also offers Botox, Restylane, Juvederm, Ultherapy, BroadBand Light Therapy treatments, Voluma and Kybella. In the pipeline in 2018 is a small pilot experiment with microneedling. “We like microneedling and we want to try it with the platelet rich plasma and utilize our extensive staff of medical professionals. It is more technical in nature and we think it is a nice fit with what we offer.”Retail products are also in the blueprint for growth, expected to launch in 2019. “We have begun work accessing a set of products,” confirmed Frank. “We want a proprietary line because we feel that is an important touch point. Many of our treatments you should be putting on SPF. Antiaging serums would also fit with our branding.”With the new design, Frank hopes to demystify what goes on in a medical spa. Elements of the new design rewrite the old rules. For example, the entry is fresh and airy. That leads to consultation “pods” which Frank said are more client friendly and lend to conversations versus the previous desks in the older layouts. “It is a personal, intimate dialogue, so we wanted to make it approachable and trustworthy,” she explained. “It is less about the computer and the work and more about the customer sitting beside us, so we can tailor a solution.” To further whet consumers’ appetite, Ideal Image offers services for disc jockeys who act like influencers and talk about the positive experiences they have at the medical spa.
Exclusive: @longchamp is planning to stage its first official runway show at New York Fashion Week this fall. The French leather goods firm has expanded into ready-to-wear as part of its repositioning as a lifestyle brand. The show, scheduled for September 8, will also cap the brand’s 70th anniversary celebration. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @dominiquemaitre)
The Duke and Duchess of Sussex undertook their first overseas engagement as a married couple in Dublin. The trip included multiple events and outfits changes, including this black dress by @emiliawickstead that Meghan Markle wore for a party at the British Ambassador’s home. #wwdfashion #royals
At 20 years old – and with an estimated net worth of $900 million - @kyliejenner is the youngest person to ever make @forbes’ annual list of America’s Richest #SelfMadeWomen. “It’s incredible to be recognized for something I’m so passionate about, and I’m really grateful for that. I’ve always loved makeup and worked really hard to bring the first lip kit to the market,” said Jenner on founding @kyliecosmetics. See who else is on the list on WWD.com. #wwdnews #wwdbeauty (📷: @rainerhosch)
“The collection is inspired by Tulum and the Mayan Riviera – its laid-back luxury, life of cabanas, untouched coastline, natural habitats, exotic cocktails and jungle parties with renowned DJs,” said Matteo Maniatty, creative director and cofounder of @descendantofthieves, on the brand’s inspiration for its latest collection. See more designer sketches and inspirations on WWD.com. #wwdfashion #nyfwmens #nyfw
@riccardotisci17 is releasing a limited-edition capsule collection as part of his anticipated runway debut for @burberry in September. Delivered in a series of instant drops, this is the second Burberry capsule collection announced since Friday, when Tisci broke the news on his collaboration with @viviennewestwood. Get all the details on WWD.com. #wwdfashion #wwdnews
“It’s like a Cinderella story. You get a little fake, you get a little real, you put it together and voilà,” said legendary rapper Slick Rick, who helped pioneer the merge of luxury and streetwear. WWD’s @ariahughes spoke to @therulernyc about his jewelry collection, his collaboration with @bally and how the industry has evolved – link in bio. (📷: @kristaschlueter)
@ragandbone and @eminem are teaming up on a special capsule collection of streetwear pieces. Sold at a one-day pop-up in London’s Soho on Friday, the collection features three different T-shirt designs and a hoodie. The capsule is set to kick off the rest of Eminem’s shows in his European Revival Tour, which ends on Sunday. Get all the details on WWD.com. #wwdfashion