Dermalogica Opens New Hybrid Learning Center in Atlanta
More than 200 members of the Dermalogica “tribe” in Atlanta, GA celebrated with the brand’s visionary co-founder and owner, Jane Wurwand as well as other company leaders at the recent gala opening of the new hybrid Learning Center located in the historic Atlantic Station area.
During her opening remarks to welcome the guests, Wurwand expressed enthusiasm for the importance of immersing retail customers in the brand experience, and allowing them to see the professional in training and in action. “The professional skin therapist, not our ingredient formulations, is the hero in our industry,” she said. “Great products are important, but even the best formulations in the world will not help you achieve the desired results if you don’t know how to use them. We have brought the expertise of the skin care therapist out of the treatment room and into the spotlight! We’re very excited about our transparent business model, which invites the consumer to observe classroom learning and allows the consumer to be educated in the process.”
Local stockists, professional skin therapists, students preparing for their licensing exams, skin care industry professionals and media from the area gathered at the 2,500 square foot space on 19th Street on the northwestern edge of Midtown Atlanta to celebrate the innovative new consumer-centric location which merges consumer education, sales and professional training all under one roof. Representing both Dermalogica and The International Dermal Institute, Wurwand was joined by Dr. Diana Howard, Vice President of Research and Development and Global Education, and Heather Hickman, Senior Director of U.S. Education. The Dermalogica team mingled with guests, who enjoyed hors d’oeuvres, gift bags, complimentary Face Mapping and product sampling at the Skin Bar. Hickman commented, “Everybody wins with Dermalogica’s hybrid approach. We are proud to give skin therapists the respect they deserve, and we are confident that customers will learn a great deal about their skin in the process.”
The new learning center located at 232 19th Street NW, Suite 7130, Atlanta, GA 30363 opened in late January, 2014. The space includes a 1,200 square foot classroom and 600 square foot retail area, situated on the historic site of the Atlanta Steel. The large interactive classroom features smartboard technology, with Apple TV video streaming, Wi-Fi access and energy-conserving LED light fixtures. Dermalogica is expected to announce the opening of additional hybrid locations in cities across the U.S. in 2014.
[Images courtesy of Dermalogica]