Dove, a longtime drugstore favorite, is now joining the upscale beauty ranks by opening the first North American Dove Spa in Canada in a few weeks. (They're already open in England). Continuing on with its "Real Beauty" campaign, the company plans to open upward of 50 locations within the next five years.
The spas will feature Dove Spa Professional products, and offer customizable services including facials ($75 to $110), a variety of body treatments ($50 to $130), mani/pedis ($30 to $65), and waxing ($15 to $85). But will it fly, especially when another spa chain offers high-end products for about half the price?
Don't get me wrong, I'm all for pampering oneself. But I'm having a hard time grasping why so many companies are going upscale in these rough economic times. ($35 foundation at Target, anyone?) If you're going to shell out $30 for a manicure, why not just go to Bliss, where for $5 less you get brownies, cheese, and the fancy feeling of being at Bliss? Dove would really have to create an astounding spa for me to pay that much for a variation on a drugstore brand. Do you think this is a smart plan? Are you feeling the love for Dove?