“It’s all about education,” explained Patrick Ryan-Southern, CEO of L5 Skincare, the Heyday franchising entity of Atlanta-based Level 5 Capital Partners, which in August introduces what he calls a “groundbreaking skincare brand, reshaping the wellness industry.”
Heyday is described in its materials as “a self-care destination that takes the facial out of the spa and the guesswork out of skincare, to empower you to live your best life. Heyday’s physical stores offer personalized facials, progressive products and professional guidance for a four-wall, open-door experience that is reinventing the traditional skincare model to be both accessible and approachable.”
Ryan-Southern said his company’s approach to skincare involves an initial full assessment of the client’s skin condition, then creating a plan to maximize the health and appearance of the client’s skin based on its unique properties. “We do not have our own product brand. We use 30 products we know and have confidence in. Our team of certified skincare experts assess which are best for the individual’s skin and create a program of care. We call it the 80/20 rule; 80 percent of results will come from self-care, using products and regimens recommended by our experts and 20 percent will be the periodic 50-minute facials that are personalized to each client with the option to add enhancements,” he said.
Clients who have been caring for their skin using drugstore products will have the opportunity to be introduced to higher-level products that can do more for their skin, according to Ryan-Southern, who added, “Consumers are focused on self-care and wellness now more than ever before, and with that comes the need to help them break through the noise and choose what’s best for their individual needs. Heyday aids consumers in doing exactly that by providing them with product recommendations and facials formulated to address their individual needs from real experts in the skincare field, either by appointment or a monthly membership model.”
Ryan-Southern said the company’s skin-care technicians come to Heyday already trained and certified, then undergo an additional seven days of training to learn the approach specific to Heyday.
A business executive for more than 10 years, Ryan-Southern said he was working with another wellness-related company when he was invited to join Level 5 Capital Partners. “I wanted to be sure I had confidence in the company’s offerings, so I tried it myself. After a few weeks, friends and family members were remarking on how great my skin looked,” he recalled.
The company is called Heyday because the idea is to make a person’s skin look the best its ever been—“like it looked in its heyday,” Ryan-Southern said. He explained that while the focus is on facials, the experience is different from a spa experience. “While the retail area is relaxing, it’s not spa-like. Instead of a low level of lighting with soothing music, we have a more fun atmosphere with more upbeat music such as modern rock,” he added.
Heyday will make its Atlanta debut in Dunwoody’s Perimeter Center on Aug. 11. The 1,894-square-foot location is the first franchise from Atlanta-based private equity group Level 5 Capital Partners to open in the Atlanta market. “We’re thrilled to launch in the Atlanta market with our Dunwoody shop,” Ryan-Southern continued, adding that the eight-treatment-room facility is located near other popular retail establishments so clients can come in for their facials while they are out running other errands. Like its other retail shops, the Dunwoody one features “a sleek, gender-neutral design.”
Ryan-Southern said both the local government and the Dunwoody business community have been highly supportive of his new venture.
Founded in 2015 with its first location in New York City, Heyday currently has 11 locations across New York, Los Angeles, Philadelphia and Bethesda. Atlanta is the latest city to welcome the brand, which has a series of openings underway in markets across the country and plans to open more than 300 shops by 2026.
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