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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!

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About Cleanse Spa

�  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

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Cleanse Spa Products

� Soy facial cleansers for each skin type

� Aromatherapy � Body scrubs � Anti-aging creams � Hand & foot cream � Massage oil

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Products 5

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Services 6

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Services

�  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

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Memberships 8

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Membership packages

� “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

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Target market

�  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 higher-end, luxurious skincare products

�  Same target market for women who would use the fresh brand

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Locations 11

Miami, Florida

Los Angeles, California

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Locations

�  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

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Competitors

�  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.

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Competitive advantages

�  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

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Grand Opening Event 15

Atlanta, Georgia

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Grand Opening

�  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

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Advertisement

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Sources

�  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.

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