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Ariel Betancourt Chelsea Camerlengo
Cleanse by Fresh seeks to offer a refreshing and rejuvenating spa experience with all natural products so you can look your best‌ naturally!
About Cleanse Spa 3
Sophisticated and competent
spa specializing in all natural skincare and beauty products as a brand extension of Fresh Implementing ingredients such as sugar, milk, soy, rice Retailing some of Fresh s products as well as Cleanse by Fresh products
Cleanse Spa Products 4
Soy facial cleansers for
each skin type Aromatherapy Body scrubs Anti-aging creams Hand & foot cream Massage oil
Products 5
Services 6
Services 7
Massages: ¡
(Basic, Hot Stone, Shiatsu/Sport) $85-250
Facials: ¡
(Brightening and Exfoliating, Anti-Aging, Extracting/Deep Cleansing, Soothing) $70-180
Scrubs & aromatherapy: ¡
(Apricot & Honey, Blood Orange, and Mint scrubs, Lavender, Jasmine, Eucalyptus aromatherapy) $60-77
Body wraps: ¡
Detoxifying, hydrating, slimming, $100-300
Chemical peels: ¡
offered for all skin types (oily, dry, combination, also available for anti-aging) $50-85
Hair Treatment ¡
(deep conditioning, repair stressed hair, volumize thin hair) $40-60
Memberships 8
Membership packages 9
Re-fresh ¡
$80 a month includes 1 basic 30 minute massage, choice of add on, and 10% off store products
Revive
¡
$180 a month includes 1 basic 60 minute massage, choice of add on and 10% off store products
Rejuvenate
¡
$260 a month includes combination of 1 customizable 60 minute massage, basic facial, choice of add-on, and 15% off store products
Target market 10
Primarily women age 18-60 s Enjoy being pampered Seek noncommercial, high
quality, all natural skincare in a spa environment Upper middle class individuals willing and able to spend money on higherend, luxurious skincare products Same target market for women who would use the fresh brand
Locations 11
Miami, Florida Los Angeles, California
Locations 12
Specialty store and spa
catering to Cleanse by Fresh products and spa services Spa branches located in New York, LA, Miami, and Atlanta May expand in future after 5 years of business Cleanse products and services only offered at locations or on Fresh s website under Spa tab
NYC, New York
Competitors 13
Bliss Spa is a young, modern, natural-based product facility.
However it has a small target market, expensive services, and limited locations Massage Envy is a spa that has affordable membership prices all across the U.S. However it is less focused on natural products and is highly commercialized Aveda Spa is affordable because of their student-run services and implements natural-based products. However Aveda is also highly commercialized, less exclusive, and the services aren t as specialized.
Competitive advantages 14 All natural products, no harsh
chemicals Clean, modern environment Exclusive locations, brick and
mortar store Exclusive brand that is backed up
by Fresh s credibility Pre-established client base from
Fresh High end services but still
affordable prices Membership options Non-commercial and specialized
Grand Opening Event 15
Atlanta, Georgia
Grand Opening 16
Meet and greet with spa
employees with complimentary refreshments Free consultations from dermatologist including samples of Cleanse products 15% off membership discount if sign up during that evening Advertised through Fresh s e-mail list, magazine Ad s, and social media
Advertisement 17
Sources 18
http://www.blissworld.com/ http://www.aveda.com/index.tmpl http://www.fresh.com/ Fiore, Ann Marie. "Chapter 2: Branding and the Five P's."
Understanding Aesthetics for the Merchandising and Design Professional. New York: Fairchild, 2010. 27-34. Print.