Welcome to the Chamber, Heyday!
Heyday Skincare took facials out of the spa and brought them to the forefront of its business model.
The recently opened Heyday Skincare in the Seaport offers 50-minute, personalized facials. It’s a concept that drew owner Haylee Tallarida and her husband, Deepak Diwan, to open a franchise at 41 Northern Ave.
While on a buying trip to New York for her jewelry business, Haylee had some time to kill so she popped into a Heyday for a facial. “This is the most convenient thing I’ve ever done,” she said. “I was like, this is fantastic. I really love this concept. And I wanted to bring it to Boston.”
Haylee loves Heyday’s unique business model. “Instead of picking a facial from a menu board when you really have no idea what you need, you're booking 50 minutes with a licensed esthetician and they get to do their thing,” she said. “The autonomy that the estheticians have within the treatment room is unheard of in the realm of a spa.”
The estheticians give each client a skin analysis and ask about their skincare goals; a facial is created based off of those two things, Haylee said. The estheticians also provide guidance on what products would be beneficial.
“The beauty of this whole business is that you have someone telling you, ‘This is what I'm noticing about your skin. What are your goals?’ And together you're going to craft [a plan] to see those goals as soon as possible.”
The client is educated during the facial, Haylee said, as the esthetician explains the products she is using and what the treatment is actually doing. “So you're actually learning and then they're also guiding you to what to do at home because, obviously, skincare is not just what's happening within the actual facial treatment. It's also what you're doing at home.”
In this model, a client can build a relationship with one esthetician, said Haylee, who references her experience with her’s. “I fully trust her; she's the guiding light for me in terms of my skincare and she'll be like, ‘Hey, this is working for you, this is not working for you. You haven't been drinking enough water.’ And then you have someone that you actually feel comfortable with.”
Most spas will carry one or two lines, maybe three, but Heyday carries a curated selection of brands, Haylee said.
Heyday offers a membership model that offers discounts on products and facials. But having a membership is not required.
Before Heyday opened, Christina Cook, the shop manager, had been spreading the word with grassroots marketing, introducing the brand, and creating events and awareness. After reaching out to the South Boston Chamber of Commerce, Heyday Skincare has become a member.
“Being new to the market, I think joining the Chamber is a great way to meet people,” Haylee said, noting they will be participating in the 23rd South Boston Street Fest.
Heyday staff will continue going to events, introducing themselves, and hosting people in the shop. “One of the nice things about grassroots [marketing], especially here in the Seaport, is that everybody's really encouraging and helping each other out and exposing each other and I think that the Chamber only lends itself to that.”
Heyday is a really special brand, Haylee said, and thinks Boston will take well to it. “We’re excited to be here.”
