From Hidden Gem to Cult Spa Culture Building Brand Buzz
Back when spas in NYC were either clinical or cookie-cutter, I partnered with visionary founder Jamie Ahn to launch Acqua Beauty Bar, a design-forward oasis in Union Square, and later, Townhouse Spa, a three-story sanctuary that redefined the luxury spa experience. Together, we didn’t just open doors. We built incredible brand buzz.
The Vision: Redefine the Spa Experience
Acqua Beauty Bar started as an idea, a tranquil, modern space in the middle of Manhattan’s chaos. But it wasn’t enough to have great design and treatments. We needed to give it a pulse.
The Strategy: PR That Built Cultural Cachet
Here’s what worked and still works for brands looking to break through:
Narrative-Driven Positioning: I didn’t pitch facials. I pitched firsts, like NYC’s original gel manicure before it was mainstream, and the “Hangover Facial” that spoke to real lifestyles.
Productized Experiences: “Jellyfish Pedicure.” “Airbrush Tanning Lounge.” Each had a name, a hook, and a story.
Editorial Relationships: I walked editors and influencers through construction tours. I showed, not told.
Event Strategy with Edge: From celebrity matchmakers to 500-guest Bikini Bashes in February, we didn’t just plan parties. We created moments the city talked about.
In short: I made people feel like missing out was not an option.
Results: A PR Frenzy + A Movement in Motion
Coverage in Vogue, InStyle, New York Magazine, Time Out NY, DailyCandy, and more
Acqua became a go-to for editors, stylists, and insiders before influencer marketing had a name.
Townhouse Spa became a three-story playground for CEOs, fashion execs, and weekend warriors alike
American Spa put it best:
“Creative marketing and publicity plans helped ensure the success of Acqua Beauty Bar… through Madeline Johnson Public Relations.”
Why It Worked (and Still Works)
In my 1:1 strategy sessions today, I walk founders through this same approach:
Build a brand narrative people want to repeat.
Turn your offerings into experiences with a headline.
Create events (virtual or IRL) that spark FOMO.
Understand how to earn media and influencer attention, not just buy it.
You don’t need a spa to pull this off. You need a point of view, and a plan that people can’t stop talking about.
If you're ready to turn your startup into a standout, book a 1:1 session with me, Madeline Johnson. I’ll help you shape a brand that earns attention and drives revenue, not just followers and likes.
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