Personalized Skincare Puts a Fresh Face on Heyday’s Subscription Model

If TikTok told you to rotate your skincare products biweekly, you probably started to rotate your skincare regimen. Or you know someone who did. But while the recommendation could be a solid tip, it lacks personalization. And with insane makeups on personalized skincare services, it’s easy to understand why someone would resort to getting their skincare advice from a doom scrolling session on TikTok or the occasional Google search.

That’s where personalized guidance and consulting with knowledgeable professionals, but at an affordable price, can make a difference. And that’s how expert facials and skincare company Heyday is making its mark in the beauty industry.

“We’re not necessarily reinventing facial. Although I think we’ve got a streamlined protocol,” said Heyday co-founder Adam Ross in an interview with PYMNTS.

But to avoid a one-size-fits-all approach that doesn’t work in the beauty industry, Ross emphasizes that Heyday understands the uniqueness of individuals’ skin types and specific concerns, ranging from normal and sensitive to dry or combination skin. This understanding forms the basis for Heyday’s product recommendations and tailored skincare journeys.

Creating Personalization

While data analysis is important, Heyday places an emphasis on the expertise and insights of its estheticians, who undergo continuous training. Ross says the professional growth and advancement opportunities at Heyday are exceptional, with one year of experience at Heyday being equivalent to three to four years at another spa.

Unlike spas that often have incentives linked to specific products, Heyday’s estheticians maintain impartiality when it comes to compensation. This ensures that Heyday customers can trust that their recommendations are based on the effectiveness of the products.

Heyday also employs a curation matrix that ensures their selection of products covers a range of skin types, concerns and price points. This clarity enables their estheticians to confidently recommend products based on the specific needs of their clients. If a product needs to be replaced, Heyday evaluates its effectiveness before making a decision.

Testing Before Rollout

Before products are brought into Heyday stores, the company leverages an esthetician panel that tests products for a period of four to six weeks, seeking consensus and feedback from multiple institutions. This process helps inform the decision of whether to bring on new products or not.

However, Ross notes that before Heyday even gets to this step, they look to client feedback. “The 50-minute session provides valuable insights,” Ross says.

From there, the company uses a test-and-learn methodology. When introducing a new service or enhancement, they select a few shops and conduct a 30-day trial. They train their team, gather client feedback, and assess the success of the initiative. This approach allows them to quickly identify what works and roll out successful innovations across the entire system.

How Personalization Translates in Numbers

Heyday operates on a monthly membership model, which aligns with the natural renewal cycle of skin cells, around 28 days.

But PYMNTS asked if the model was still compelling enough for the consumer to come back in 28 days. Monday (June 26), PYMNTS wrote a piece questioning whether loyalty programs or memberships were a profit center or in fact a cost center.

Read more: Are Loyalty Programs a Profit Center or Cost Center?

In response, Ross notes that nearly 75% of Heyday’s facials are conducted on a monthly membership basis, with the membership price typically amounting to about 20% of the menu price. The membership includes enhancements such as peels, LED treatments, and microdermabrasion.

Ross says members also receive a 50% discount on these enhancements, a move that allows Heyday to ensure they are providing value add for the customer.

To prevent a rewards program from becoming a cost center instead of a profit center, it is essential to establish a clear correlation between the rewards payout and desired behaviors. This ensures that the rewards/membership program drives actions that align with the company’s profitability objectives.

Read more: PYMNTS Summer Loyalty Series: 95% of Ulta Beauty Sales Driven by Loyalty Members

Ross says the company focus is not on a single, expensive facial experience with aggressive product sales, but on fostering long-term relationships through a monthly routine that delivers efficacy and engagement.

How Heyday Keeps Customers Returning

The Heyday belief is that skincare and facials should not come with exorbitant price tags.

The company offers services at a more reasonable price point while upholding its standards. The goal is an environment where routine and engagement are encouraged.

In a world of reality, not every customer is sold on the first try. So, for Heyday customers who still need a little more convincing, Heyday offers a flexible membership model. Membership currency is fungible, allowing members to gift it to a friend, make online purchases, or redeem it for a gift card.

Additionally, Heyday offers a freeze option for members, allowing them to temporarily pause their membership for a duration of one, two, or three months. This option is useful for those who may have difficulty maintaining their skincare routine during periods of travel or other commitments.

The Customer Demographic

Before launching Heyday, there was a perception that clients needed to be convinced that skincare was an integral part of self-care and contributed to overall wellness. However, it became evident that clients already understood the importance of skincare.

Heyday’s target audience prioritizes self-care and invest in other aspects of their well-being. Typically, their clientele falls between 27 and 32 years old and are more conscious of their health, consuming nutritious food, taking vitamins, and participating in mental health activities. They value physical fitness and may have a gym or exercise routine.

Additionally, the core Heyday customer base is concentrated in metropolitan areas and demonstrates a strong sense of social consciousness.

The AI POV

With AI being such a hot tool in hand, PYMNTS asked for Heyday’s stance on AI.

“The more I know about AI, the more I realized I don’t know,” Ross says. “I’m actually really excited for what’s to come there.”

Ross says Heyday carries out tens of thousands of facials each month, leading to numerous conversations occurring both in-store and online. The abundance of skincare-related content and client inquiries creates a vast pool of valuable information. Recognizing the potential of AI, Ross believes that harnessing this data can unlock insights that align with their brand values.