ADVERTISEMENT
|
|
(ADVERTISEMENT)
Logical Franchising
Sherryl Ford, CEO and president of FaceLogic International, asks, "Who says facials have to be expensive?" Using her extensive entrepreneurial experience as a former owner of Curves fitness clubs, Ford took the day spa industry by storm with her $39 facials. With 97 territories across the country, FaceLogic provided 63,000 facials in 2007 and earned $1.4 million in retail revenue. Ford tells PINK what helped turned her passion into a logical franchise.
What intrigued you about the day spa industry?
I owned my own spa in 2001, and I really have a passion for skincare. I can remember hearing women wish that skincare was more affordable, and it became my goal to make sure that every woman experienced great spa care at an inexpensive price.
Why FaceLogic?
FaceLogic was a missing concept in the beauty industry. My goal was to focus on the face and be the ultimate expert. It took me a year to come up with the name. I just thought, "It's logical to take care of your face for $39!" At FaceLogic, you get a 50-minute customized facial treatment done with signature FaceLogic products at that price.
What makes your company stand out from other day spas?
FaceLogic focuses only on the face. Every facial is customized to the guest, including services like facial waxing and cosmetics. We offer a proprietary cosmetics line, as well as Peter Thomas Ross, a clinical-based cosmetics line, and Dr. Gross, a physician-based cosmetics line. FaceLogic also offers microderm treatments and is currently researching LED light therapy treatments. Most importantly, FaceLogic is a faith-based franchise built on Christian principles.
What sparked your interest in franchising?
Franchising just made sense. I felt that FaceLogic was a concept that every woman needed to experience. I knew nothing about franchising at the time, but the only way to achieve my goal and make FaceLogic accessible to every woman was to make it nationwide.
What are the benefits of franchising?
Franchising helps keep the spa industry fun. It allows control over the business's future, and the best part is you can make your own hours. With franchising, the support and systems are already in place, leaving very little space for uncertainty.
How would you describe your Life/Work balance?
Six months after founding FaceLogic, I was diagnosed with breast cancer and had to endure surgery and chemotherapy. Because of my struggle, I started a foundation that helps women cope while going through the effects of breast cancer. FaceLogic Healing Hearts serves as a helping hand by providing women with everyday needs like wigs, makeup lessons, and transportation to and from doctor appointments.
What have been your best resources?
The Findley Group was a great encouragement. As a faith-based company, The Findley Group was key in making FaceLogic a franchising success. Gary Findley, former president and COO of Curves International and founder of the Findley Group, is the franchise expert, and his experience is overwhelming.
What is your secret to success?
I always try to do the usual in an unusual way. One evening in 2004, I woke up in the middle of the night and starting thinking, "Why do facials have to be so expensive?" Ideas began to flow on my 4x6 piece of paper, and two hours later I had the basis of a business model.
By Valencia Wicker
