The Red Door by Elizabeth Arden is going omnichannel.
This is a key initiative for the 106-year-old spa, which tomorrow launches a multipronged rebranding experience, starting with a new name. According to Chad Waetzig, chief marketing officer at the company, this puts the brand, Red Door, front and center, leveraging The Red Door as an extension and experiential side of the Elizabeth Arden brand. A new design concept will also continue to roll out. Already, half of the spas have been renovated — from new signage to windows that encourage passersby to take selfies — with the remaining 14 set to undergo a refresh in the next year.
Waetzig emphasized that the spa’s offerings will no longer be limited to the 28 locations it maintains across the U.S in cities like New York; Washington, D.C.; Chicago; Phoenix; Miami, and Dallas. Going forward, The Red Door by Elizabeth Arden (formerly Elizabeth Arden Red Door Spa), will extend its services to offices and small group settings nationwide through Red Door at Work, with a new mobile app to facilitate bookings.
In November, the company acquired four-year-old Manicube, a pioneer in bringing weekly manicures to office spaces, and in January it acquired CityMani, which brings manicures to small group parties in New York. Starting today, all three will begin to operate as Red Door at Work. The joint venture’s $15 to $35 manicures, haircuts for men and women and massages will now be available to employees at participating companies and small groups.
“We call that omnichannel,” Waetzig told WWD at the spa’s flagship location on Fifth Avenue in Manhattan. “How and when people want services are changing and technology is changing that. We want to be at the forefront of that in our industry.”
There is also the newly formed Events by Red Door, a program that caters to small and large corporate events, ranging from women’s networking and client events to launch parties. The spa can service individuals at their venue of choice or in-spa, with a new On the Town bundle — a manicure, hair styling and makeup application — retailing for $80.
Liz Whitman, founder of Manicube, has maintained an office channel model since the company’s inception, and intends to keep it that way with Red Door at Work. The exception will be the introduction of servicing small groups in-home that start at six people.
“The single consumer is not off the table but it’s not a focus right now. Small groups are our step towards that. It’s different to go to someone’s home and ensure that level of quality at a price point that makes sense,” Whitman said.
To start, Red Door at Work will be available in three markets — New York, Boston and Chicago — and will roll out to Washington, D.C., early next year. This is where the majority of the company’s business takes place, according to Waetzig, who said that it “makes sense to max out our reach in existing markets.”
Waetzig is also keen to elevate the in-spa experience. This spring, The Red Door soft launched a cosmeceutical grade line of products, Elizabeth Arden Pro, designed to go with an Elizabeth Arden Pro Renewal Facial. The facial, which costs $160, is the spa’s most active facial to date and addresses damage caused by UVA, UVB and infrared rays through one of three personalized treatments: problem prone, sensitive skin and antiaging. The hero product in the new collection, which ranges from $39 for cleansers to $130 for Age Defying Serum, is a Barrier Repair Complex, a triple protection SPF, antioxidant and DNA repair enzyme that costs $66. Therapeutic manicures and pedicures were introduced around the same time.
A new web site at thereddoor.com launches tomorrow, where consumers and businesses can book in-spa appointments or Red Door at Work sessions, with a Red Door app slated for release in early 2017. A new Red Door location is under construction in College Park, Md., and a few other active projects are in the works in the Washington, D.C., area. Waetzig is targeting to open two more doors in the next two years, bringing the total spa count to 30 by 2017. He declined to give revenues.