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Management Practices

STAMP 2015: Elizabeth Arden's Red Door Spa's Branding Strategy

Stacey Soble | September 9, 2015 | 11:45 AM

The Red Door Gal
Elizabeth Arden Red Door Spas
Stamford, Connecticut
Submitted by: Kelly Ehlers

In an effort to appeal to a digitally connected, pop-culture fan base, The Red Door Spa has been taken over by The Red Door Gal, a tech-savvy, socially driven, on-the-go gal who doesn’t have time for hour-long treatments. To reach an audience and clientele that identifies with this lifestyle, The Red Door Spas have been rebranded with a persona that is young and personable. The initial test was done at the Union Square location in New York, where the gal took over the salon’s Facebook and Instagram for a year.

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