P: The rollout of the new branding was delayed at
some Red Door locations. How did you decide which
spas were renovated first?
W: We based it on geographic clusters.
We started with our New York region
and our flagship Fifth Avenue
location; there’s a history in
terms of Elizabeth Arden
and how she started her
own location on 5th Avenue,
and so we felt it was
important to start the next
phase of our history there.
Then we went out to some
of our outer markets—
Chicago, Florida, Texas,
Arizona—and we’re finishing
with our mid-Atlantic region. As
we thought about the transition
of products, we knew we needed to
sell through the products that we
wouldn’t be carrying after the complete
rebrand was done. By starting with our
largest region and finishing with our next largest
region, it allowed us to sell through the inventory that
we would be transitioning out of. It was both symbolic
and pragmatic.
P: What has been the initial
feedback from customers?
W: It’s funny, I would say the
vast majority of feedback is
that it’s very pleasant, it’s
natural, it’s soothing. It
was a pretty significant
change from where we
were with the bright-
red lacquered door and
a harder color palette.
Now, it’s more natural
and relaxing, so it’s
perhaps more in-line with
what people expect from a
traditional spa. Certainly,
we’ve received a number of
comments as to why we would do
this, why we would effectively relin-
quish a globally recognized brand for
something that is new and different. It’s certainly under-
standable why people are asking that question.
“The core values of
the new brand are the same core
values that we had as the Red Door.
Who we are, what we do and what
our people believe in hasn’t changed.
What we wanted was a brand
that better reflected what our
core values and beliefs are.”
Mynd Spa & Salon's new look is brighter, friendlier and aims to be more inclusive.
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