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Dermalogica Opens New Educational Training Facility
Dermalogica’s strategy of making skin health more accessible than ever before centers upon consolidation of its nationwide educational offerings and services. Accordingly, the company plans to open new Dermalogica Learning Centers in major markets across the U.S., starting with Scottsdale, Arizona, a spa-loving city that has housed a highly successful Dermalogica educational enterprise for professionals since 2002. On January 2, 2013, the company launched its new educational model's flagship outpost in the desert.
This brand-new hybrid Learning Center will, for the first time ever, facilitate professional and consumer education, as well as professional treatments and retail sales, all under one roof. “From the beginning, our company has defined itself by an emphasis on both consumer education and the skincare industry’s most demanding professional training," explains Jane Wurwand, founder and owner of Dermalogica. "The expertise of the skin therapist, and the client’s interaction with the skin therapist, have always served as the basis for our unique prescriptive selling approach to retail. Under our new plan, we will now centralize all of Dermalogica’s key brand assets, for greater marketplace potency and effectiveness.”
This consolidation process will create sites for ongoing Dermalogica and The International Dermal Institute professional education, product launches and evening events featuring guest speakers. Plus, consumers who visit the same facility will be able to purchase Dermalogica products, experience the brand’s signature MicroZone treatments (mini-facials performed out in the open that don't require appointments), and experience complimentary product sampling, one-on-one Face Mapping and Skin Bar consultations, seven days a week.
Scottsdale's new 2,600-square-foot Learning Center is intended to function as a creative incubator to help professional skin therapists refine and deepen their skill-set in order to enhance the success and profitability of their businesses. The Center will also designate 600 square feet for retail space, combining Dermalogica’s professional training space with an interactive client center for skin health.
On January 14, the company invited area skincare professionals, as well as press (DAYSPA included!) to check out the new facility—a sparse, modern space featuring colorful flourishes such as Warhol-inspired artwork depicting Dermalogica products—enjoy cocktails and hors d'oeuvres, and network. Wurwand mingled with clients and delivered a speech to welcome guests, congratulate them on their accomplishments and commemorate the grand opening.
Guests also enjoyed the opportunity to speak one-on-one with Wurwand, as well as with Dr. Diana Howard, Dermalogica's VP of R&D and global education, and Annet King, director of global education. All three spokesladies expressed enthusiasm about the new opportunities to engage a Gen-Y audience of students afforded by their brand's new facility, whose classrooms are tablet- and smartphone-friendly and conducive to workshop-style, hands-on learning.