The single-service model — like SoulCycle — can work in beauty too, according to Yen Reis, founder of Skin Laundry Holdings Inc.
“We, too, have borrowed from the Henry Ford school of thought, where you can have any facial treatment as long as it’s this one, a single laser and [intense pulsed light] treatment that takes less than 15 minutes and costs on average less than $50,” Reis said. The strategy works, resonating with consumers because it is a curated offering with no upsell. Plus, the treatment’s efficacy breeds loyalty.
Reis started the business back in 2011 following the birth of her third child, when she developed hormonal acne. She spent roughly $2,500 on laser treatments while living in Asia to clear her skin, she said. It worked — and her friends complimented her — asking what she had been doing and then immediately declaring they could never afford to. “So many more people could benefit from the treatment if only they had access to it,” Reis said. “I wanted mild laser and light facials to be available to the beauty space.”
Part of Skin Laundry’s plan includes opening the consumer’s eyes to a facial treatment that is often new with a free first try. Reis said that 90 percent of customers have never tried laser or light treatments before — but that 70 percent return. “We noticed that our customers were actually doing the marketing for us,” Reis said.
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“Vanity these days has been taken to a totally different level thanks to the selfie and Instagram and Tinder,” Reis said. “Beauty, along with health and wellness, is becoming more and more about prevention rather than reversal or cure.”
Now, the business has 14 locations, including its first shops-in-shop in Lane Crawford in Hong Kong. “Since 2013, we have grown from 900 treatments per month to 11,000 treatments per month today,” Reis said. “By the end of 2016, we expect to increase to 30,000 treatments per month. What’s interesting is that this actually happened without us spending a single cent on marketing or pr for the first two years.”