Day Spa Magazine July 2006 issue
Winning Ways
Uncharted Territory
Three forward thinking women set out to make affordable facials realty.
Driven by termination to prove that facials don’t have to be expensive, spa experts Sherryl Ford, Shari Nevarez and Evangelina Eastman teamed up in May 2005 to launch (www.facelogicspa.com), a day spa franchise business offering clients 50-minute facials for $49 ($39 with membership.) After only 11 months, 30 locations have been sold, with more on the way. Retired Curves president and facelogic advisor Gary Findley has been instrumental in developing the facelogic concept and fueling franchise sales. We spoke with president and CEO Sherryl Ford who oversees the direction of facelogic International via growth projections, future marketing ideas and franchise development.
DS: From where did the idea for facelogic come?
SF: Like so many great ideas, the facelogic concept was born late at night. Wide awake one evening, I considered how the world runs at such a fast pace and needs to unwind. I asked myself, “Who says facials have to be expensive?” By morning I had developed the concept.
DS: How are you able to offer facials for $39?
SF: We focus only on the face. By specializing, we’re able to offer the best while keeping our overhead down. The highlight of a facelogic experience is the 50-minute custom-formulated facial. Men, women and teenagers all enjoy it. In addition, facelogic offers peels, masks, waxing and makeup lessons using celebrity-endorsed Maven cosmetics.
DS: Were you concerned about how competing spas would react to your concept of affordable facials?
SF: There are many wonderful, successful spas in the industry today. The facelogic idea of affordable luxury is simple. We’re servicing guests who want to take care of their skin on an affordable, routine basis.
DS: How long does it take to get a facelogic franchise up and running?
SF: It takes approximately 90 days after reviewing and signing a franchise agreement.
DS: Who designed the spa?
SF: Award-winning designer Michele Pelafas created a sensual, modern space featuring dark woods, soft whites, and transparent blue-green color tones that adds the freshness and sophistication integral to the facelogic experience.
DS: How do you support new franchise owners?
SF: We offer site selection guidance; a protected territory; design; site adaptation; a four day education program at our corporate headquarters; a five day on-site training; a confidential operational and systems manual; marketing support. We also have a proprietary line of skincare products and helpful vendors across the country.
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