Red Door Salon and Spa Gets a Millennial Makeover, Re-brands as a Wellness Destination

The Red Door Salon and Spa, bastion of traditional day spa culture, is being re-branded in efforts to serve wellness-minded Millennials rather than Ladies Who Lunch. As of July 23, Red Door Salon and Spa will be known as Mynd, WWD has learned. The name change is the first in a series of efforts the company is making to modernize its spas, which will ultimately include completely renovated locations to appeal to a gender-neutral clientele, a new marketing campaign, an indie-centric retail assortment and a service menu that offers more options in the way of self-care — think cupping and CBD massages, in addition to the traditional services the spa already offers, including facials, waxing and manicures. These changes are expected to roll out by 2020, said Todd Walter, chief executive officer of Red Door Spa Holdings. Elizabeth Arden, now owned by Revlon, is no longer involved in its former spa business. Red Door — now 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 would not comment on its financials, but

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