The Skincare Franchise Brings a Customer-Centric Approach to Facial Services
While getting a facial used to be reserved for special occasions or an indulgent day at the spa, one wellness brand is changing that. Investment banker-turned-entrepreneur Adam Ross is making skincare more affordable and accessible with Heyday, a niche skincare franchise that is disrupting the billion-dollar skin care services category.
Investment banking may not seem like a typical path to founding a skincare franchise, but Ross, who had spent years working in mergers and acquisitions for major beauty brands, recognized an opportunity. “I saw skincare from a banking perspective,” he says. “The skincare and beauty industries are completely fragmented.” His vision was to reposition the indulgent connotation of facials and turn it into a monthly must-have that’s part of someone’s regular self care routine. It turned out to be a perfect formula for repeat business.
“Looking through the lens of the customer, I could see a giant niche to fill,” he says. “We’ve taken the facial out of the spa and created a comfortable place where clients can come for regular skin care services and, more importantly, learn from our estheticians what personalized home-care routine is right for them so they can have the best possible skin.” Unlike most spas, Heyday has a non-intimidating, homey atmosphere with gender-neutral decor.
Employee Retention
Traditional spas typically struggle with employee turnover, but it’s not an issue at Heyday, whose typical turnover is 80% less than the industry standard. Knowing that estheticians are the core of the business, Ross created a structure so they can grow and learn in their careers. This approach has also translated into a better client experience.
At Heyday, clients receive an education right along with their treatment. “We have created a holistic approach to skincare,” he says. Heyday estheticians advise customers on environmental factors, products and ways they can care for their skin between treatments.
Heyday’s Customer Experience
Heyday is highly focused on the customer experience and that includes convenience. Its signature 50-minute facial allows clients to be in and out in an hour. And with a newly revamped mobile app, clients can book their next service, view treatment records, and purchase products recommended by their esthetician to take care of their skin between appointments. Finally, its membership program rewards clients with discounted facials, products and other perks.
While the typical Heyday client is a millennial female, the brand has also consciously made an effort to create a modern environment that also appeals to men and a growing Gen Z client base. With more awareness of self-care, Ross believes that the demand for Heyday’s services will only grow. “If you think about it, the skin is the largest organ in the body. Why wouldn’t you take care of it? It’s literally what you face the world with every day.”
The Skincare Industry
The skincare industry is growing by leaps and bounds. According to Statista, it generates $136 billion U.S. dollars each year globally. The Consumer Market Outlook says this market will increase to roughly $187 billion by 2026.
For more information about the Heyday franchise, visit https://franchising.heydayskincare.com/.