Consistent Care and Revenue Pave the Way for Everyone to Win
FACE FOUNDRIÉ franchisees and clients alike revel in the reality of the famous slogan “Membership Has Its Privileges.”
“For franchise owners, the membership model provides predictable revenue, stronger client retention and increased business value,” says Michele Henry, the facial bar’s founder and CEO. “For clients, monthly memberships make skin care more consistent, affordable and results-driven. They transform facials from an occasional luxury into a sustainable self-care practice, helping people look and feel their best while fueling franchise growth. That’s how our memberships create wins on both sides.”
Nicole Delahanty (with daughter) has five Chicagoland FACE FOUNDRIÉ locations serving 4,000 clients per month – and more than half are members.
Facials – a robust industry generating $1.23 billion in the United States last year, with $2.3 billion projected by 2033, according to Market Data Forecast – are the 6-year-old brand’s mainstay. But franchisees also benefit from layers of advantages via multiple revenue streams including sales of proprietary skin care products, low startup costs, high margins and its membership model, all combining to power the brand’s strong growth.
A Look at the Membership Model
Multi-unit owners Lauren Theobald, Nicole Delahanty and Casee Hawkins say memberships, in particular, have proved integral to their success.
“Memberships hold clients accountable to meet skin care goals,” says Theobald, a third-generation female entrepreneur with strong business experience on her résumé. She owns units in Phoenix and Peoria, Ariz., and will open a third Arizona site next year.
“Members meet with a skin care expert monthly to ensure they’re making progress and getting self-care time. At minimum, clients save 10% a month, plus they get access to extra discounts on products that rarely go on sale. We offer member perks every month from trial products to complimentary services and surprise discounts. Owners benefit because memberships drive profitability and keep our estheticians’ schedules booked and busy. Our estheticians love members because they’re committed to their goals, and it gives them an opportunity to educate and build a relationship with them,” Theobald says.
Delahanty (above), owner of five Chicagoland locations with a goal of 10 more, says the membership model provides more than just savings. “It’s a lifestyle program that supports healthy, glowing skin and community connection. In Chicagoland, our membership program is designed to maximize value while creating consistency in skin care routines. Members not only save money on services and products, but they also enjoy perks that enhance their experience and build community.” Delahanty, whose career includes more than two decades in finance, says her members receive a 23% price reduction on one focused facial each month, access to certain free and discounted services, 10% off products, and invitations to classes and events with local wellness partners.
Hawkins (above), who previously worked in medical-aesthetic sales, has FACE FOUNDRIÉ units in downtown Milwaukee; Brookfield, a Milwaukee suburb; and Appleton, Wis. She plans a fourth store north of Milwaukee. “Our membership is a no-brainer for our clients,” she says. “At first look, the cost savings is a win for them. The bigger value that they see over time is the accountability to be consistent and schedule an appointment with us every month. This is where they will start to see results with consistent care and advice that happen from building a relationship over time with their esthetician. They also have several member perks each month, along with additional discounts that keep them engaged with the membership and the business. On the business side, the membership model provides a great way for us to fill appointments.”
Marketing the Memberships
Of course, the membership model relies on marketing, and FACE FOUNDRIÉ offers assistance. “We provide membership support to our franchisees by providing them with scripts and talking points around the benefits of becoming a member, in addition to hosting virtual training sessions to help their teams feel confident in referring the membership to their clients,” says Yssa Delmundo, the brand’s director of local marketing.
Franchisees typically take a soft-sell approach. “Our estheticians are natural caregivers,” Delahanty says. “Their focus is always on the client’s skin journey, not on making a sale. That’s why our membership program is less about promotion and more about authentic education. We make sure clients understand the savings, the flexibility and that they can pause or cancel at any time – no pressure, no questions asked. That combination of care, value and control makes the program sell itself. Although we reward our team with commissions and fun incentives, the real driver is belief. When you see how dramatically consistent skin care can transform someone’s skin and confidence, it’s easy to get behind.”
At franchises owned by Theobald (above), staff members discuss memberships with nonmember clients during services and at checkout. “Our goal is never to be pushy, but if our clients have big goals and they want to see real change, the best way to do it is to build an effective routine and come in monthly.”
Hawkins says “a majority of the marketing I do personally is centered around getting new clients in. I know once they experience FACE FOUNDRIÉ, a membership is the way to go. From there, I’ve built a loyal client. My estheticians suggest memberships as the best way for clients to achieve the best results, by consistently seeing them each month. One facial is great for relaxation, but great skin results don’t always happen overnight. Consistency is key. My team members explain that in depth. Another big win is that when we are checking a client out after their service, if we break down the savings for them, it helps them to see what a great value it is. So, for example, we’ll let them know what their total was for their service today but then we’ll also give them their total if they signed up for the membership today. It helps them solidify what a great deal they would get.”
Woven into Lifestyle
Ultimately FACE FOUNDRIÉ becomes an integral part of members’ lives, says Theobald, whose clientele is 40% members. “So many of our members have been with us through multiple phases of life – job searches, dating, marriages and births of their children. They love how easy it is to book on the app or website, or call if they’re running errands. Some repeatedly see the same esthetician, but others receive services from many estheticians and have loved how consistent the services are. They have absolutely seen improvements in their skin, especially when they build the best at-home routine in combination with the monthly services. With our menu being so inclusive and easy to upgrade to more corrective options, we have something for everyone and every stage of life.”
Like Theobald, Hawkins has a 40% membership base, and “our clients love our memberships! They enjoy the opportunity to try all the different services and enhancements we offer. Each month they’ll try something new. They also love being engaged with our perks. Each month we have a different freebie or small gift. They enjoy the surprise and delight each time they are in. I think memberships foster a stronger relationship between us and our clients. The clients feel that relationship and feel special, too.”
Delahanty’s Chicago-area facial bars serve 4,000 clients per month, and more than half are members. “We’re proud to have the highest membership numbers in the country, which we attribute not only to the value of our program but also to the longevity of our team. Many of our estheticians and front-of-house staff have been with us since the very first store, and their experience, care and commitment help foster the trusting, community-driven environment that keeps clients coming back.”
To more fully explain the shared, positive vibe of FACE FOUNDRIÉ, Delahanty tells this story about her Lincoln Park location: “One member was waiting for her appointment, another was mid-service, and a third walked through the door. They were close friends but had no idea they were all FACE FOUNDRIÉ members. When they realized it, they jumped up, laughing and celebrating together. That moment said it all, that our membership model transcends skin care and savings. It’s about community, confidence and creating spaces where people feel good in their skin and in their lives.”
Visit the FACE FOUNDRIÉ website for more information about this brand, which has franchise opportunities from coast to coast.
