It's the end of an era -- and the end of the Elizabeth Arden's iconic Red Door, which was both a name and is an actual door painted red on Fifth Avenue in Manhattan, at the landmark Elizabeth Arden building. A graphic image of the red door was also a prominent packaging design element.
As everything comes to an end -- and gets reinvented -- The Red Door Salon & Spa announced today that it has undergone a comprehensive rebranding.
It is now known as Mynd Spa & Salon.
Take a look at the photo above. Mynt's new look ditches all the glitzy red and gold, replacing it with white walls and furniture, lots of greenery, pale gold, and wood elements for a natural look and feel.
Mynd states, "The new look features a soothing color palette, warm textures, and airy spaces, providing a new face to a beloved brand."
More About Mynd
In addition to the new look, its service offerings will expand, and the company plans to partner with innovative product lines. New retail brands will be introduced in-store and online, to focus on clean ingredients and cruelty-free messages. Partners include Rodial, Delilah, Babor, and Dr. Dennis Gross.
The new spa and salon, which operates in 26 locations worldwide, will offer a streamlined menu of tailor-made beauty and wellness services featuring the same seven self-care areas – massage therapy, body treatments, skincare, nail care, haircut and color, makeup, and waxing.
Mynd intends to appeal to Millennials, WWD reports, stating: "The re-brand comes at a time when younger consumers are increasingly showing interest in holistic treatments such as cupping, acupuncture and reiki — all services Walter said Mynd is looking into adding to its menu."
WWD also explains, "Mynd is backed solely by North Castle Partners, a private equity firm that made an initial investment in the business in 2012. Arden had at one point owned a minority stake, but it no longer does."
Mynd Will Focus on 'Self-Care'
Mynd states, "at its core, beauty is intrinsically connected to wellness – both of the body and of the mind..." The new spa and salon will support guests' overall wellbeing, not simply their outward appearance.
Mynd invites guests to "drown out the noise" of the stressors and influences around them. The company says it sees itself as "a brick-and-mortar support system for individuals seeking lasting health, beauty, and wellness – however they choose to define these goals for themselves." Its mantra: "Self-care, undefined."
Todd Walter, CEO of Mynd Spa & Salon, says, "In a world where self-care is an increasingly vital need – where the cause-and-effect between self-care and health and wellness is so clear – we're thrilled to offer services that have the ability to tangibly improve our guests' lives."
Walter continues, "While proudly embracing our roots as The Red Door – more than 100 years in the spa and salon space – we're excited by the far-reaching potential of this evolution of the brand. With new product lines and services, an introspective articulation of our core values -- and new values -- and an innovative focus on personalizing self-care, we're looking forward to supporting our loyal and ever-growing community."
More 'Makeovers' To Come, As Renovations Continue
The existing 26 Red Door locations will undergo renovations in waves, separated by region.
All Mynd Spa & Salons will debut by 2020.
Further Reading - The Iconic 'Red Door'
Elizabeth Arden, now part of the Revlon family of brands, still currently uses the iconic red door design on its packaging.
The 'red door' was immortalized in Elizabeth Adren's signature fragrance, Red Door, introduced in 1989. The scent was inspired by its namesake salons -- which first opened in 1910.
In honor of the fragrance's 100th anniversary in 2010, Elizabeth Arden re-launched Red Door in a new bottle and package design. The limited edition fragrance package was encased in a 100th anniversary edition sleeve, reflecting the history of the Elizabeth Arden landmark building.
The Red Door bottle was modernized in a red glass design, reflecting the famous Red Door, and the red carton has a high-gloss finish accented with gold. In 1990, the original Red Door was honored with a FiFi Award for Women’s Best Packaging of the Year—Popular Appeal. The original package was designed by Marc Rosen.