Success can be defined in many ways. For the founders of Heyday (New York City), a niche spa that focuses on facials, it’s based on two statistics related to client engagement. “First, our client base is evenly split between people who have never experienced a facial before and those who have but were unsatisfied with the options in the market,” says cofounder and CEO Adam Ross. “The former group is well aware of the benefits of receiving facials regularly but couldn’t afford it, and with Heyday, they now can. So, we’re both growing the category and taking a share from existing players.” The other number pertains to the frequency with which clients visit. “Approximately 40 percent of our clients come to see us each month, which is the ideal frequency with which people should be getting facials,” says Ross. The brand recently introduced its second location in TriBeCa this past August, just a little over a year after making its debut in NoMad, the New York City neighborhood North of Madison Park, in June 2015. Employing more than 50 team members between the two locations, the company is focused on expanding its reach. Here, Ross shares how the Heyday brand has come so far so fast and plans for its future.
To what do you attribute HeyDay’s success?
We’re still very young, but our initial success has been due to offering a compelling value proposition in the market. There is no reason why facials should be more than $200, or other services, such as microdermabrasion being priced in the $80 to $120 range. At Heyday, the add-on is $35. Add long operating hours and easy online booking and it all adds up to a seamless experience. Professional skincare should be both affordable and accessible and without all the other points of friction, which is why we are resonating with both male and female clients.
Why do you think the business has been able to succeed where others have failed?
To some extent, it’s early days, so we don’t want to get ahead of ourselves. Today, we have a younger consumer (aged 20 to 40) who has historically been less of a focus for other spas that are increasingly targeting an older and more affluent demographic.
What have been the biggest challenges in expanding and growing the business?
For us, it will be maintaining the incredibly high standard for our facials and the manner in which we communicate what we’re doing to our clients. We have a comprehensive training program, and this remains our number-one focus, like it does in any people industry.
How do you attract new and repeat clients and encourage them to visit?
Our brand really helps us here. The name Heyday is a name used more by our parents’ generation where they referenced “in my heyday,” referring to when they were in their best period of their lives. That’s Heyday. We want people to be the best version of themselves and have the best possible skin so they can put their best faces forward. Facials are less about pampering and indulgence and more about self care and wellness, and this messaging is resonating exceptionally well with our clients.
How do you use digital marketing and social media to boost business?
We’re more of a lifestyle brand, as great skin is influenced by so many factors, such as diet, stress, sleep, exercise, and more. So, we try to incorporate all of this into our messaging, and we do it with some personality. We take skincare very seriously, but ourselves, not so much. People like to engage with brands that they see as an extension of themselves.
How do you keep the treatment menu fresh and relevant?
We rotate our products seasonally to address season-specific concerns and weather and environmental factors. Summer generally sees more SPF moisturizers, lightweight products, and wipes and mists before transitioning into oils, serums, and heavier moisturizers in the winter months.
How do you keep your staff motivated to sell?
Our focus is actually on knowledge and informing the customer. This results in product sales, but one thing so many of our clients have appreciated with Heyday is that we aren’t pushy when it comes to product sales. That’s the last thing people need after a relaxing treatment.
What are your plans for the future?
We see incredible opportunities across the U.S., both in the major cities and in a number of regional cities. Our short-term focus is New York, but in the next 12 months, we will likely be looking to expand out of state.