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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.
Nouveau Contour has announced its sponsorship of the world’s first platform for permanent makeup, the Permanent Make-Up World Conference, taking place March 2-4, 2013, at the Hilton Orlando in Orlando, Florida.
During the two-day event, attendees will be able to choose from a wide array of interesting, sector-related themes including color theory, color correction, the art of brows, permanent makeup for men, areola pigmentation, the chemistry of pigments and more. There will also be the opportunity to brush up on business skills such as marketing and sales for permanent cosmetics.
The cost for the two-day educational event is $399.00. To register, email: email@example.com by February 25, 2013.
[Image courtesy of Janice McCafferty Communications, Inc.]
The Art of Attraction: The 2013 Salon and Spa Marketing Calendar is a year-long marketing workbook available on Amazon.com in both print and digital versions. The calendar provides tips on how to raise your spa's online profile, stimulate more word-of-mouth referrals and help you make a lasting impression on new and existing clients. Topic categories include educating clients, using social networks and email marketing.
Calendar creator, Elizabeth Kraus's role as a marketing consultant for two multi-state salon and spa professional product distributors, gave her a 360 degree view of the beauty industry. As a result she gained a unique understanding of the challenges that each player faces, from the manufacturers' production stand point, to distributors who assist in educating salon and spa professionals and, of course, salon and spa owners themselves.
"In my role as a consultant, I had the opportunity to interact with a wide range of salon and spa owners, who all share one common dilemma, the need to wear multiple hats when it comes to their business," says Kraus. "Most of these professionals work full-time hours behind the chair and must also perform their own bookkeeping and accounting tasks, human resources and management duties and marketing efforts."
Many day spa owners lack the resources to afford a dedicated marketing staff, so Kraus decided to come up with a calendar that provides business owners with tools to execute effective marketing strategies.
"My goal is to help salon and spa owners play a significant role in the lives of their clients and in their communities," Kraus explains. "The marketing ideas that they will find in my books and calendars are based on best practices for business management, human resources and marketing, and they will find elements of each in my books. I believe that this makes for a more holistic, systematic, long-term and strategic approach, rather than trying to find one silver bullet or brilliant idea that will propel them to instant success."
[Image courtesy of Elizabeth Kraus]
Jack and Pickles are part of the Natural Elements Spa & Salon extended family. They donated their time to make sure that the used sheets and blankets from the spa were comfy and cozy for all the animals at the Norfolk VA SPCA.
Local Spa and salon owners Suzanne Garcia and Audrey Brown are animal lovers and have always donated used linens to local shelters. "This part of our recycle program is just one of our efforts at Natural Elements Spa & Salon to operate an environmentally responsible business. It makes us all smile to know that a dog is snuggled in our well-loved sheets,” the owners say.
Natural Elements Spa & Salon is a female/veteran owned and operated business.
[Image courtesy of Natural Elements Spa & Salon]