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Dermalogica Opens Second Hybrid Space—In Atlanta
Atlanta turned on its southern charm on Monday, January 27, when it welcomed Dermalogica for the official grand opening of the international skincare brand’s second hybrid education center.
Attendees included Dermalogica founder and owner Jane Wurwand; Heather Hickman, senior director of U.S. education, and Diana Howard, Ph.D., vice president of global education and research and development. Also on the guest list were local bloggers and other members of the media, plus representatives from well-known publications—including DAYSPA!
The 2,500-square-foot open-plan space combines consumer education, sales and professional training under one roof, with a retail area up front and an interactive classroom in back. It mirrors the concept of Dermalogica’s first hybrid location, which opened last year in Scottsdale, Arizona.
In the retail section, consumers can enjoy complimentary product sampling and one-on-one Face Mapping and Skin Bar consultations, in addition to the brand’s signature 20-minute MicroZone and BioActive Peel, seven days a week.
The classroom, which hosts the full curriculum offered by the International Dermal Institute (IDI), comes with estheticians’ beds, smart boards, video streaming and Wi-Fi access. Striking energy-conserving LED light fixtures and industrial-style overhead pipes lend a “modern warehouse” feel. And the pièce de résistance? A glass door in the back that can be rolled up for sidewalk access during Atlanta’s notoriously sultry summers. (Not that the heat or humidity was something to be concerned with on Monday night, merely hours before a snowstorm gridlocked the city!)
Just as the hybrid concept appeals to all, so does its location. It’s situated in Atlantic Station, an entertainment hub built on the historic site of the Atlanta Steel Mill on the northwestern edge of midtown Atlanta. Featuring shops, restaurants and a movie theater, as well as loft apartments, it’s sure to be a huge draw for both consumers and skincare students.
Indeed, as Wurwand told us when we managed to snatch a few minutes with her, “This is a fantastic location for our hybrid space. It’s accessible to everyone. We want to expose the consumer to what’s going on, and to bring skincare services ‘out of the dark and into the light.’ The public can come in and see the students in action, get a short treatment in our MicroZone and enjoy the retail area. And for our students it’s ideal too—they can go shopping, have a meal or see a movie before or after their classes. Education never stops, either for our clients or our students.”
Dermalogica is expected to announce the opening of further hybrid locations in cities across the U.S. later this year. Watch this space!
Dermalogica Learning Center, 232 19th Street NW, Suite 7130, Atlanta GA 30363.