dr Barbara Sturm opens two new spas in New York – WWD

Uptown or Downtown? dr Barbara Sturm relies on both.

The brand founder has opened two new spas in New York, one uptown on Madison Avenue and one downtown in SoHo. According to Sturm, it’s a natural progression from pre-coronavirus pop-up spas and the brand’s ongoing focus on education.

“Before COVID[-19] We created pop-up spas that we hosted sometimes 18 times a year,” Sturm told WWD in an email. “We have launched many online platforms to communicate with and educate our patients. That now means our spas and boutiques, educational treatment centers where the storm world can be experienced, because post-COVID[-19] Everyone wants to experience face-to-face interactions – digital is fantastic, but it’s no substitute for real life. You can’t get a facial online.”

Each location caters to different types of consumers. The SoHo spa “fits into the busy life of SoHo, the client has less time to spend with you so they’re looking for quick treatments and quick results,” Sturm said, while the Madison Avenue location “matched the look and vibe has to go there to see the doctor” given the clinical scope of this site’s offerings.

The treatment menus have also been expanded to include Sturm’s new professional range, the Exosometic Collection. “I’ve been researching exosomes for over 20 years,” she said. “They are shortcuts to healthy cell replication and help transmit signals between cells, promoting regeneration for healthy, youthful and firmer skin.” dr Barbara Sturm opens two new spas in New York – WWD

Sarah Y. Kim

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