News

  • No More Fluff and Puff

    Annet KingAs a skin therapist, massage therapist, and educator, I am often told it’s clear I love what I do. It always makes me smile because what I do – and why I do it – is who I am. There’s nothing I love more than solving skin problems, addressing business challenges and helping people. I know you can relate – from inspecting suspicious moles on family members, massaging your colleague’s sore shoulders or mapping skin at social gatherings, it’s just what we do! But the actuality of our work stretches far beyond providing skin services, waxing brows and prescribing peptides.

    We are in the business of touch, and we are no stranger to the endless list of positive health benefits our work can provide. From lowering the stress hormone cortisol, to increasing the feel good hormone oxytocin, to boosting immune function and reducing pain and anxiety, clinical proof is widely available that argues both the power of touch and the negative impact of touch deprivation.

    This has led to massage, spa and alternative therapies (like aromatherapy, acupressure, acupuncture, reflexology and hydrotherapy) finally getting the serious recognition they deserve, so much so that the number of hospitals around the world now offering complimentary alternative medicine (CAM) has tripled over the past few years. This movement is largely due to the hard medical evidence now available for alternative therapies and the fact that healthcare costs can be radically reduced when illness is prevented! And let’s not leave out the patient demand – plain and simple, many people are seeking alternative therapies.

    Seventy one percent of people would be more likely to visit spas if they knew that scientific studies showed measurable results – are you marketing your services in the right way? Or are you still using words like “luxurious,” “pampering” or “well deserved treat?” It might be time to renovate your menu and messaging, update your space and climb on board the health train – leaving the beauty bus behind!

    Discover more on this subject here:
    http://www.spaevidence.com/spaevidence
    http://www6.miami.edu/touch-research

  • WorldSkills International + Dermalogica

    It is our pleasure to announce that in less than one month, Dermalogica will be part of the most respected skills training competition to hit the skin care scene! Dermalogica, which is researched and developed by The International Dermal Institute, have partnered with WorldSkills International, a not-for-profit membership association that champions excellence in vocational education training of varying kinds.

    WorldSkills International is open to agencies that have a responsibility for promoting vocational education and training in their respective countries or regions. Every two years, WorldSkills International hosts finalists from various competitions in over 56 countries to find the top competitor in each given vocational category.

    This year, 26 country finalists from the competition’s skin therapy division have been preparing with Dermalogica experts and will be represented by the Dermalogica team throughout the competition, taking place in Leipzig, Germany on July 3-6! The brand will be the sole skin care provider on site, and for future events, Dermalogica will work closely with WorldSkills International to affect standards, protocols, rules and decisions that will help set the gold standard for the future of professional skin therapy.

    We wish all contestants much success!

    To learn more about the partnership, visit www.dermalogica.com/worldskills.

  • Boost your Business this Father’s Day!

    Have you ever caught yourself saying “what do you buy a man who has everything?” Well this Father’s Day will be no exception if you are anything like me. I’m sure you will agree that we often get caught in the trap of sending the same old cliché items like ties, socks, underwear, clothing or slippers, so this year why not consider boosting your business and helping your clients to choose the perfect gift for Dad!

    After all, skin care is no longer just for women, nowadays it’s easy to find an increasing number of jars of products in men’s cabinets alongside their aftershaves. In fact, research has shown that men have a huge interest in looking after their skin’s health. So how can you make the most of this image-conscious trend in your business this Father’s Day?

    Involve Your Female Clients
    The best way for you to welcome men into your business is by getting women involved. Men are known for being very brand loyal, therefore they do not shop around as much as women. Men are less likely to try something new unless it has been given to them as a gift or offered as something free, such as a sample. So when you are thinking of a Father’s Day promotion, also think about promoting to women at the same time. For example, you can offer an interactive promotion in which you give each female client a gift certificate with a monetary value that can be used against either a free service or product when they purchase a father’s day gift from your business.

    Spread the Word

    More consumers than ever are searching for deals on their smartphones, tablets etc. If you don’t have a social media presence or website up there, your wonderful Father’s Day promotion might as well not exist. Pick at least one mobile channel where you can appear before Father’s Day, starting with your own website, Facebook page or perhaps try something new like working with Foursquare or even Instagram. If you use Short Message Service (SMS) or Twitter to promote your business then follow the golden rule of keeping it clear.

    Here are a few examples of short message types you can use for Father’s Day:

    • Deals for Dads
    • Father’s Day Must Haves: list top 10 favorites for Father’s Day from your staff or yourself
    • Destress Dad this Father’s Day: treats for dads worth xx, includes a free massage
    • Defuzz a Dad You Know this Father’s Day: free hot towel shave worth xx with every male cut in June.

    Promote the Right Services
    Let’s face it: most men are not going to request chocolate pedicures or fancy hair color services, so when you are looking at what promotions to offer it’s best to focus on the known rather than the exotic. If a man doesn’t understand a treatment and its benefits then it is unlikely that he will value the service and more likely that he will not return. Father’s Day is a great way for you to also promote to the family, so consider offering events a father and son/daughter event where clients have the opportunity to come into your business to pick a gift for dad!

    Don’t be Shy
    Recent surveys have revealed an increasing demand in men and skin care, but men are often shy when it comes to checking with their local treatment centers about male grooming services and products. Make it easy for them with a clear section on your website and an obvious price guide. Also make sure that you use eye catching displays that will get the attention of your male clients.

    Create the Demand
    Once you have succeeded in getting the men through your doors, your next step is to keep them coming back to you! Also, men too find gift giving a challenge, so remind them of important dates for birthdays, anniversaries, graduations and so forth, and maintain continuous contact with them to ensure they are always aware of promotions and offers that will benefit their skin.

    And as Richard Branson says……..
    ”Business opportunities are like busses, there is always another one coming.”

  • Making Magic at May Week 2013

    We recently had the honor and privilege of hosting our top IDI and Dermalogica educators worldwide – from over 30 countries to be exact – for our 20th Annual International Education Conference held at our corporate headquarters in Los Angeles, CA.

    Also referred to as May Week, this event is the highlight of the year for our international education teams, as it allows our instructors to learn the latest in skin care at IDI and Dermalogica. They then return home to share their expertise at our training centers with you – our valued students!

    The theme we incorporated throughout the 5-day conference was “Making Magic at Every Opportunity,” and from May 6 through May 10, we focused on PURE education and self-growth, new products, refreshing skills through interactive learning techniques and treatments, science and hands-on practice.

    This year we had an amazing array of presentations, rotating workshops and specialized sessions such as:

    Hocus Pocus – Ingredient Fact & Fiction: In this lecture Dr. Howard took in-depth look at ingredients that offer real results vs. those that are just plain fantasy.
    Taking Good Care of You: a workshop about posture and exercises for skin therapists to prevent on the job injury.
    Spellbound: How To Sell To Women: a session that offered business and retailing tips to captivate our biggest demographic in the industry – women.
    Magic Moments: Presentations from Malaysia, Guatemala and South Africa.

    And of course, it wouldn’t have been May Week without our Chief Visionary, Jane Wurwand, who took the stage and reinvigorated our passion and purpose in education. Jane left us with a powerful question to ask ourselves: Who am I, Where am I, and Why am I here?

    We thank all IDI instructors across the world for maintaining their commitment to education and excellence so we can provide the best post graduate skin therapy training possible.