Professional Beauty meets Dermalogica
Professional Beauty speaks to Jade Harris Marketing of Dermalogica, to discuss about the background of the company and their plans for Professional Beauty North.
PB: What is the background of the company and what type of products do you offer?
JH: While teaching at the International Dermal Institute, it didn’t take long for Jane Wurwand (the founder of Dermalogica) to realise no product line embraced her belief of skin health as opposed to "beauty", so she developed her own, and in 1986 Dermalogica was born.
The vision was clear – a product line free of common irritants and ingredients that could cause breakouts (including lanolin, SD alcohol, mineral oil, artificial colours and fragrances) that would improve skin health, and were only available from qualified skin therapy professionals trained at The International Dermal Institute.
The product line is focused on the overall wellbeing of the skin. In the retail line, we have our grey daily skin maintenance range, plus lines developed to target skin ageing, acne, pigmentation, sensitisation, men’s shaving routines, teenagers and also the body. Then, we have our professional only skin range which covers both the face and the body – all completely customisable to allow Dermalogica skin therapists to create skin treatments targeting the specific needs of every client.
PB: What is your most popular product and what do you think makes it popular?
JH: When Daily Microfoliant launched in 2003, it was the first of it’s kind – it fulfilled a need (that people love the feeling of exfoliated skin – and that using this product daily still ensured skin isn’t over exfoliated) and the benefits to the skin – it truly results in the brighter complexion it claims. It’s the number one best selling product for Dermalogica worldwide, selling one every 3 minutes.
PB: What makes your products special over the competition?
JH: Our products are developed with the backing of the International Dermal Institute and driven by needs of our stockists who are all professional skin therapists. However, it’s the strength of our education and the skin therapists that support our product that make our products special. Our prescriptive tools, such as Face Mapping, ensure that our therapists are creating customised prescriptions for every client, and that every client is reaching their skin care goals – bringing the utmost respect to the brand.
PB: How cost effective are your products when introducing them into a salon?
JH: Our product formulations are concentrated, and contain no ‘fillers’ so each product needs only the smallest use and the individual products will last the therapist (and the customer) a long time. We also ensure we custom create our opening order packages to the needs of each business we work with so their investment is only in what they need to be successful.
PB: Do you provide any extra services, advice or training programmes for professionals who use your products in their salons?
JH: We have a Dermalogica class calendar of over 20 unique classes that are completely free to Dermalogica stockists – these range from education on product systems, retailing, marketing, treatment techniques and more. Each Dermalogica stockiest has their own dedicated Business Development Consultant that not only works with each account on utilising the brand for their business success, but also event support, in store training, merchandising and more. We also have an online suite of tools that support every facet of a business we launched only this year – it’s called Dermalogica Connect and it’s going to be a vital way of managing business with the utmost support we can provide.
PB: Why should salon owners visit your stand at the show?
JH: To see the benefits that Dermalogica Connect provides. We can take you through the tools we have developed to encourage our stockists to have a professional, maintained online presence, as well as develop online and offline marketing communications, monitor and guage activity and manage day-to-day runnings of the business.
PB: Are you having anything new on your stand at the show?
JH: We will be showcasing the new Dermalogica Clear Start. This is the evolution of the Clean Start teen range Dermalogica launched a few years back – we’ve updated the product formulations, recreated the branding and message, and listened to teens to ensure we’re delivering what they want in a skin care regiment.
PB: Will you be having any special offers exclusive to the show?
JH: Every new account will have a tailor created package designed to their needs, along with additions and discounts that will ensure the salon is ready to merchandise, retail and perform skin treatments from the moment the order arrives.
In addition, all new accounts will be signed up instantly to Dermalogica Connect at no charge, and provided the tools for an in-store launch event – from planning, execution and follow-up – to ensure the brand is a success in the business from the day go!
PB: Any other plans for the show?
JH: We will continue to provide Face Mapping skin analysis to all visitors to the show, providing complimentary samples of the prescribed products and a voucher to purchase the prescribed products online. We will also have with us our newest product launch – UltraSmoothing Eye Serum. It’s an addition to our UltraCalming™ range, and ideal for clients that are unable to use anti-ageing treatments around the eyes – this product not only focuses on targeted sensitivity, but also fine lines, dehydration and skin texture.
PB: What tips would you give salon owners looking to introduce a new line into their salon?
JH: To work with a reputable brand that has the power to drive clientele into your business. Brands that have strong PR awareness are able to motivate consumer awareness and demand.
PB: What else is taking place at the moment outside of show activities.
JH: We have just started the roll out of an incredible campaign that supports Dermalogica, and the role the professional skin therapist plays in the success of the brand. The ‘We are Dermalogica’ campaign is being rolled out across our trade channel, as well as the consumer channel, in our merchandising and creatively through marketing activities ongoing. We will be showing some of the artwork on our stand at Professional Beauty, and hope to surprise you over the coming few months with the ideas we have to showcase the message in unique ways!
Visit Dermalogica on stand D9 at Professional Beauty North, taking place at Manchester Central on 13-14 October 2013.
Avoid the £20 entry fee on the day and register for your free ticket here.