If I lived in London, I'd charge that much too
(I mean this in the most sincere way - please don't read it as a criticism
) You live in a major metropolitan centre, with the heart of the fashion world beating in the middle of it, not to mention that it's an extremely expensive place to live and travel (parking and congestion charges cost a fortune!). Salaries are higher, and prices are higher.
I live in a village of 8,000, in a small Scottish county. People here still like to treat themselves, but a hotbed of fashion it isn't. Still, I was offering Minx 3 years ago, as soon as they came out because I knew they were a fantastic idea and I knew there was a market for it. Here, £25 is a splurge for a lot of women, and I know a lot of my clients have to save a while to be able to come to me as it is. I'm hitting prom season, so the lower price may get a few of the teenagers in the door... once they get here, I'll win them over.
I like the idea of playing up the fact that my Minx treatments include massage and dry skin treatments, and that you get a great service with the genuine article. I'll do this special for a while (seeing as our summer is impossibly short anyway) and then push this angle harder. The "bring a friend" idea is a good one too.
I'll hold my head high, and keep doing good work, but I know you all find it as frustrating as I do that we are even put in this position.