By focusing on education and personalized experiences, the emerging franchise brand has carved out a lucrative new path in the booming skincare segment.
Heyday, a rapidly growing skincare wellness franchise with locations in New York, Philadelphia, and Los Angeles is quickly becoming the go-to skincare brand for consumers. As more Americans begin to view facials as a regular part of their skincare wellness routines, the indulgent stigma previously attached to facials is quickly becoming a thought of the past.
Heyday is capitalizing on this change. The brand has made a name for itself by shaking up the $100 billion skincare industry, implementing education and technology to modernize the way people get facials. In short, Heyday has made the facial process easier, more accessible and more personalized by seamlessly connecting with younger generations — from frictionless and flexible appointment booking to educational and engaging content that empowers our community.
“Heyday is different from other skincare providers because today’s customers are different,” said Adam Ross, Heyday’s co-founder and CEO. “We believe that skincare is an important component of overall wellness and self-care that should be available to everyone. People deserve a trusted partner who is authentically invested in helping them achieve the absolute best skincare outcomes they can.”
Facials Are No Longer An Indulgence
Skincare experts now recognize facials as an essential skin health regimen. That’s because the cells of the human face are replaced every 28 days. Pair that with changes in seasonal weather, hormone levels, diet and stress, the outcome is often clogged pores, breakouts, and dehydrated skin. It’s easy to understand why getting a facial is a critical part of a regular wellness routine.
Heyday educates customers about the external and internal factors affecting their appearance, empowering them to have more control over the health of their skin.
Millennials Are Prioritizing Skincare
As the first generation raised with a full understanding of the powerful effects of leaving home without sunscreen on, millennials define a large portion of Heyday’s target audience. The brand’s fast success and continued growth prove that millennials are willing to spend $100+ per month on facials and high-end skincare products because they view them as necessities, like dental checkups and visits to the doctor.
“Younger generations have a different attitude toward their wellness,” said Ross. “They grew up with parents who taught them the importance of sunscreen and the harmful effects of too much sun exposure on the skin. Today, they have become savvy consumers who want authentic, approachable and accessible ways to take care of themselves.”
And yet, a facial at Heyday can cost half as much as a facial at a day spa or salon. The Heyday experience, and approachable price point, is designed to create lasting relationships with returning customers and loyalty members.
Additionally, by using innovative technology, Heyday allows its clients to schedule an appointment, order products, or even speak with a skincare professional from their smart device as easily as ordering an Uber or Lyft.
Unlike day spas that offer a variety of services, Heyday’s estheticians are exclusively focused on providing top-of-the-line facials with the best products while educating their clients on their individual skincare needs.
Heyday Estheticians Are Like a Personal Skincare Coach
A person’s skin is as individual as they are. At Heyday, customers do not book a specific type of facial so estheticians can assess the customer’s skin during each visit and deliver personalized skincare treatments. In addition, the Heyday website hosts a wealth of information from the estheticians, advising customers on the best routines and products across skin type and skin conditions.
A Curated Selection of Top-Tier Skincare Products
Heyday skin therapists are rigorously trained, experienced and passionate about their work.
“Our goal is to be the employer of choice for our skin therapists,” Ross said. “We believe that providing a team-driven, customer-focused working environment that offers ongoing educational opportunities leads to the best facial experience, as well as creating a fun place to visit or to work.”
As professionals, Heyday’s skin therapists have a range of products to choose from, allowing them to provide their clients with the skincare solution that works best for their individual needs. Rather than locking Skin Therapists into a predetermined product line, Heyday offers a wide range of products that reflect clients’ diverse skincare needs and goals. Skincare therapists are empowered to understand, use, and recommend products that work best for their clients.
Ultimately, Ross said this personal skincare approach is what Heyday is all about. “From the moment the customer steps in the door, they can feel that the atmosphere of our stores is different,” he said. “People want more than a treatment — they want to know that the treatment is designed specifically for them.”
The company is currently targeting expansion in the top 54 major metropolitan areas including Los Angeles, San Francisco, Seattle, Phoenix, Denver, Dallas, Austin, Houston, Chicago, Atlanta, Miami, New York and Boston, among other large U.S. cities.
Heyday’s startup costs range between $574,000 to $755,500, depending on which market the store is located. Other factors like design, configuration and labor costs will also impact the total investment. Click here to see the full cost breakdown.
