USP The first spa from the Dove brand, which aims to “celebrate the beauty of ‘real’ women” and make spas a more accessible and less intimidating experience. Presumably “real” women are those with hairy, wobbly bits readily seduced by the marketing brilliance of the Dove brand. Remember the Dove poster campaigns showing women of all shapes and sizes, freckled and scarred? In the same vein, the salon’s advertising uses its own therapists in its posters and literature rather than professional models. Most treatments use the Dove professional range, only available from the salon and which cleverly refers to mature skin as “experienced” and sensitive skin as “delicate". Dove Spa, which is a collaboration between Unilever and the Re-aqua chain, plans to roll out the brand nationwide, with the next salon planned for the North West.

AMBIENCE The salon was very clean and bright, all white and light wood - the Dove range complemented the décor. The salon has five decent-sized treatment rooms, all air-conditioned. This was a relief on one of the hottest days of the year. Best of all, inspiring excerpts from songs such as “having the time of my life” and “I’ve got all my life to live” bedeck the mirrors.

EXPERIENCE The salon offers a wide range of treatments, from back waxing to IPL (Intense Pulsed Light permanent hair reduction) and colonic hydrotherapy. The most popular treatment is a facial, and the spa offers a unique assessment of your skin with your first appointment using a flashy piece of scientific machinery called a Dermascope. This uses probes to measure sebum (oil), hydration, elasticity and melanin (pigment). Even a technophobe like me loved watching the results appear on the computer in front of me, and especially the high-tech camera which showed your skin magnified by 150 times (not a pretty sight, but my favourite part of the whole experience). Each client receives a skin diagnostic report detailing the results of this analysis, comparing your readings to normal levels, and giving general skincare advice, including a recommended SPF for your skin. The therapist uses the results of the diagnosis to recommend treatments or to design a custom facial. Custom facials are booked in time slots of 45, 60 or 75 minutes; I had the 60-minute facial which included all the usual elements: cleansing, exfoliation, steam and extraction, and a face mask, the highlight of which was a facial massage which seemed to go on for ever. The therapist, Brooke, was professional and explained which products she was using at each stage and their benefits. Included within the custom facial was a “free” treat - I chose to have my nails filed and painted with clear polish while she was waiting for my face mask to work. Although I don't believe in a free lunch, or hand massage, I was pleased that the therapist stayed gainfully employed in the room rather than dashing off for a 15-minute fag break and leaving me to languish with the horror of pan-piped music. In fact, Brooke, bless her, put my dehydrated skin down to my recent holiday and having been in an aeroplane, rather than any accusations (which would have been more accurate) of general neglect on my part. Part of Dove's non-threatening strategy, perhaps – but it worked for me. Five days later, my skin still feels soft and looks clear.

FOOD The drinks menu included coffee, teas – herbal or otherwise. No food, although I did get a slice of lemon with my water (no detox benefits mentioned).

IN CROWD Unless Surrey is full of hirsute women, I assume the back and chest waxes offered are aimed at men; but this is a spa for girls. All the literature refers to these non-pretending real women, and the website says they aim to care for every customer as they would “our sister, our mother, our best friend.” Otherwise spa virgins converted by the marketing ploy, Surrey housewives and, apparently, the odd suburban celeb.

WALLET WATCH Although Dove Spa is trying to make the spa experience more accessible to women, this doesn’t come at a cheaper price; prices were in line with most salons I have been to, at £45 for a 60 minute custom facial - including the aforementioned “free” treat. Other prices: £40 for a hot stone massage and pedicures from £25.

NEED TO KNOW Dove Spa, 13 Church St, Reigate, Surrey RH2 0AA (0870 7669766; www.dovespa.co.uk)

www.campaignforrealbeauty.co.uk

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