This document provides information about Le Mode de Vie, a proposed day spa. It discusses current socio-cultural trends favoring stress relief and eco-friendliness. The average American works long hours for $35,000-$45,000 annually. "Going green" is popular and the spa aims to be socially responsible using organic, chemical-free products and promoting recycling. It analyzes the target consumer group as environmentally-conscious, educated professionals and presents the spa's proposed brand positioning, services, and strategies to establish an eco-friendly brand.