The name was also a little bit of a play on words. Mind
speaks to your mental health, but there’s also the verb
“mind.” If you’re minding something, you’re focusing on
it. Self-care is very much a proactive choice. It’s a
conscious decision that people make. We wanted to
somehow, through our brand, recognize that.
P: Did you do research or focus testing on the Mynd
name?
W: We did do focus group testing, but not so much on the
final brand name itself. We did it on the positioning
statement around the rebrand. Part of the reason for that
is that rebranding is not an easy process, especially in our
industry. With the sheer number of product companies
that are in our space, it was a very difficult process
coming up with something that you could get through
the PTO [Patent and Trademark] office and that was
available. We went through hundreds of prospective
names before we found something that we felt repre-
sented what we do.
P: Obviously, your product mix has switched up consid-
erably. Did the spa’s menu change at all?
W: No, but we went through a process about two years
ago where we dramatically simplified our menu. At the
time, in excess of 60 percent of the services that people
were booking appointments for ended up changing after
the consultation with the service provider. So, we
thought, “why have people go through that process?”
Now, what you’re reserving is really just time with an
expert. For example, there are now just three facials on
our menu, whereas we used to have over twenty. We
now just have a “mini,” an “essential,” and an “escape”
facial. The mini is a 25-minute service, the essential is a
50-minute service and the escape is an 80-minute service.
Every service is curated or personalized to your individual
needs at the time of the service.
P: What are the design changes you’ve instituted at
Mynd’s locations?
W: The first priority was changing the red door itself. We
learned through focus groups and surveys that it was
perceived literally as an opaque door, and people who
weren’t current customers [found it] imposing and a little
intimidating. So, one of the things that we’ve done is to
make it a glass door so that people can see inside and,
ideally, be less intimidated. We’ve also neutralized or
removed the red and replaced it with more soothing and
natural colors. We’ve introduced things like moss walls,
as opposed to the hard, red lacquered surfaces. I believe
it just feels warmer and more inviting than what we had
previously. And again, it speaks to the more complete
and holistic approach to self-care as opposed to just the
beauty side and the glamorous side, if you will.
Red Door Spas' previous look featured dark colors and, fittingly, accents of deep red.
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