News

  • Plan a Spa Party with Pennies

    The retail landscape has changed over the years, with e-commerce becoming the number one shopping venue. Retailers need to evolve their strategies to entice shoppers to visit our businesses to purchase rather than in the comfort of their own home.

    Physical stores are still most customers’ preferred shopping method, as online shopping cannot replace the personal experience stores allow. While in store, clients can touch, feel, smell and test products, immersing themselves in a multi-sensory experience while receiving live expert advice. Fortunately, this cannot be accomplished while shopping from your couch. Nowadays, the fastest, most cost-effective way to elevate the in-store experience and attract new clients is by hosting in-store events.

    Provide an Educational Experience

    Your event shouldn’t just be about selling products, but rather to provide a unique experience that differentiates your store from the rest. Offer education and encourage client and professional skin therapist interaction by offering complimentary one-on-one skin care analysis. Your team of professional skin therapists will then have the opportunity to explain the benefits of your products and how they will target specific conditions for client results. Clients can play with their recommended products, ask application questions and receive professional tips from you to help maximize their results.

    Offer mini-treatments to allow guests to sample your services when maybe they wouldn’t otherwise. The therapist can discuss products throughout the entire treatment, explaining what they are using and encouraging home care, as well as solidify a future treatment booking.

    These interactions will provide your guests with professional advice and are the key to stimulating an emotional connection between the client, your team and the product. Clients who are educated and are able to try recommended products are more likely to purchase. In fact, an average retail transaction post service is 40% higher than a retail transaction without a service.

    Partner Up

    Chances are businesses in your local community wouldn’t mind driving business into their stores with some free advertising. Network with like-minded retailer neighboring businesses with a goody bag of samples and your business card. Tell them about your event, and encourage them to partner.

    Partner businesses could include: blow dry bars, fitness studios (yoga, Pilates, spin), clothing boutiques, bakeries, waxing salons, health food stores, massage studios and active wear boutiques. Local businesses can participate by donating bounce backs, or products to be included in your event gift bag or an item to raffle. Many restaurants are willing to provide food or beverages to be served during the event as a way to promote their business.

    Let them know you will include their logo on your invites and tag them on social media. Include a charity you feel passionate about and plan to pledge a percentage of your event’s revenue.

    Motivate your Team

    Hold team meetings to get everyone excited and communicate the in-store event details and retail and service booking goals. Assign the team with event tasks such as: door greeter, cash wrap, treatment services, gift bags, bartender, etc. Launch a contest for the team member with the highest sales of the event or most treatments booked.

    Create Buzz

    Get creative when designing invites. Be sure to include your partner’s logos and all that will be offered. Use words like “complimentary treatments,” “gifts with purchase,” and “door prizes and giveaways.” Charge a small ticket fee redeemable for product purchases to encourage product sales during your event. Events that require ticket purchase and RSVPs have a 60% higher show rate than events with no ticket charge or RSVP requirement. A small ticket charge redeemable for product purchases motivates clients to show up and redeem their retail credit which leads to 95% of attendees purchasing product. Utilize event hosting sites like Eventbrite, which manages RSVPs, payment and the guest list.

    Promote Your Event

    Social media is the most effective way to promote your event at no cost. Create buzz and increase ticket sales with a simple social media strategy. Come up with an event tag line that’s short and catchy, put a hashtag in front of it and use this on all social media channels leading up to your event. Add it to your event invite, signage and use it anytime you are promoting your event. Encourage your partners do to the same. This will expand your reach, create excitement and increase ticket sales.

    Set-up for Success

    Set-up and presentation is a vital part of holding a successful event. You may need to rearrange your store to fit all of your guests and allow for maximum service and retailing capacity. Set up a check-in area outside displaying an easel or step and repeat at your entrance. It is important that clients and passers-by know there is a special event happening.

    Gather your partners’ raffle items and a complimentary treatment gift card from your store and set them up by your entrance. Don’t forget entry cards, pens and a bowl or box of entry cards at this station. The purpose of this is to ensure you capture the email addresses of new customers and existing customers who attend the event. Pick raffle winners multiple times throughout the event to keep the excitement and energy high. This will ensure guests will stick around longer in hopes that they are one of the winners. Clearly display promotional items on a focal table to allure attendees to shop.

    Set up a food, drink and gift bag station. Pump up the music to create fun atmosphere and greet attendees with champagne. Take pictures of the event and post to social media, tagging your partners and attendees and utilizing your hashtag. Encourage attendees to do the same by rewarding the best photo using your hashtag with a prize.

    Follow-up

    Your event was a success. You made some new client connections and achieved your retail target. Events should do so much more than generate revenue; they should leave a lasting impression. Most importantly, they should connect with clients emotionally. This connection alone gives customers a reason to return. Solidify those new relationships and follow up. This is the most important part of holding a successful event. Send a handwritten thank you card to each attendee and include a bounce back to encourage them to return. This personal touch will stand out in their mind, and they will be more likely to become a repeat client. Share event pictures and videos of favorite moments across social media from your event, using your hashtag. Post onto your website to promote, build excitement and encourage guests to attend future events.

    This article was originally published in SkinInc.com.

  • Teaching Through Touch: The Do-It-Yourself Face Massage in 4 Easy Steps

    DewySkinDIYTOUCH is powerful. As professional skin therapists, we have a special privilege of using the power of touch through massage. Touch techniques are no secret in our profession, yet there are many people that have yet to experience the transformative power that a skilled face massage can deliver.

    Our clients rely on our hands as their main point of reference, and with our guidance they can learn to apply movements on certain facial points as part of their homecare routine. But not all face massages are created equal. There are controversial “face yoga” or alternative facial exercises that claim to tighten and lift, which, if not done properly, may lead to skin stretching or wrinkle formation. This is where our expertise comes in to educate our clients.

    The human face itself has over 40 muscles! Many of these are responsible for facial expression and are often tender at times of stress or fatigue; and as we age, the strength and tone of these muscles will slacken. Face massage movements can be effective at firming and toning areas of the face and neck.

    Acupressure works great on face muscles by using the fingers to press key points on the surface of the skin to help relieve headaches, eye strain, sinus problems, neck pain and many other ailments. The healing touch of acupressure reduces tension, increases circulation and enables the client to relax deeply. Manual Lymphatic Drainage (MLD) stimulates the movement of the lymphatic fluids in order to detoxify the body with gentle, rhythmical technique for enhanced activity of the immune system and to assist with pain reduction.

    At The International Dermal Institute, we looked at these techniques and created a relaxing, rejuvenating do-it-yourself face massage that incorporates these acupressure and drainage techniques to boost circulation and detoxification, smooth fine lines and alleviate muscle tension. This DIY massage works best when used in conjunction with a therapeutic oil, such as Dermalogica’s Phyto Replenish Oil, which harnesses the power of phytoactive ingredients like Camellia Japonica Seed Oil, Tamanu Oil, Orchid Flower Extract and Chia Seed Oil. The end result? Radiant, energized, healthy, dewy skin.

    Share these steps with your clients to try at home and how they benefit the skin.

    • EASE FOREHEAD CREASES: Place fingertips together in the middle of the forehead and, with elbows out, press firmly. Glide (fingers together!) with slight pressure toward temples, press and release. Relaxes tension held in the forehead. Repeat 3 times.

    • DE-PUFF EYES: Especially great after a long flight, or a long night! Using your index or middle finger, press between brows—the power spot we think of as the “Third Eye”—and stroke over brows, around the eyes, and returning to center. Then use your fingertips to trace an “S” shape between the brows to release tension. Alternate between presses and S’s, repeat 3 times each, for a total of 6 movements.

    • SINUS RELIEF: Use your index or middle finger beside each nostril, press, release and slide to the divot or small hollow just under the cheekbone, and press gently. Glide toward ear (each side) and lightly press in the hollow right beside the ear. A bit of tenderness is normal as circulation boosts and detoxification takes place. Repeat 3 times.

    • JAW RELAXER: Are you a clencher? Many people actually damage their teeth by grinding or simply clenching, throughout the day and all night along! This can result in massive headache as well as cracked fillings. With flat fingers, beginning in center of chin, move fingers in small circles upward along the jawline. Stop just below the ear, gently press, and lightly move fingers down the neck to help with lymphatic drainage—open your fingers toward the collarbone as you go. Repeat 3 times.

    Watch this video to see the massage in action!

    Teach your client these moves on their next visit along with a sample of a botanical-based phyto-replenishing oil to magnify the power of touch. You’ll give their skin a wake-up call that will look and feel fresher, and function better.

  • 4 Simple Ways to Spark Your Career Success

    As skin therapists we have all at one time felt frustrated when appointments seem scarce, the salon is slow or retails sales are not up to par. However, don’t let these bumps in your career put out your fire! In an industry that can be fiercely competitive, you have to channel your passion, ignite your spark and show the world that you know and love skin. Remember, YOU are the skin therapist that is going to be changing lives (or at least skin health!). The advice is simple…get obsessed, become a true skin enthusiast and an expert in your craft—and most importantly, believe in yourself. The fact is, you already know how to be successful; you may have just gotten distracted for a moment. Let’s get re-focused! Confidence brings clients and if you share this same sense of passion for the industry, then read on for ways to spark your success.

    Get empowered through education

    The best way to learn and experience what is going on in the industry is to continue your education in and outside of the treatment space. Many of us found our way into skin care by actually being a client first; receiving treatments from another professional is an excellent way to experience various techniques and to get inspired. The industry is constantly changing and evolving, and we must be able to do the same. Take the time to strive towards your professional best by staying up to date on product innovations, learning new techniques and ingredients. Whether this is online, in the classroom or receiving a treatment, education = empowerment and clients are seeking that type of elevated training in a therapist.

    Make the connection

    General networking events are a great way to meet people, however, take a moment and think—where are you making your most impactful connections that not only inspire you but the business you’re in as well? Kick start your philanthropic spirit by getting involved with groups or initiatives that create meaningful relationships, where people want to propel each other’s success. Client’s like to do business with professionals who do good. Get involved and give back.

    Don’t know where to start? Visit Dermalogica’s FITE page for ideas and resources.

    Put your PR On

    Consider this as your personal rave, your personal reputation, your passion re-ignited. Take charge of brand YOU by sharing with your clients why you love what you do and why you are the best. Are you an exceptional brow specialist? Are your extractions painless? Is your massage the best in the city? This is not the time to be bashful about your talents. Be proud of what you do, as there is nothing wrong with bragging as long as you can back it up. In other words, you’re kind of a big deal.

    Get local on your social

    Even if you don’t have a million followers on Twitter, you do have local raving fans and they want to know what you recommend for treating the skin. With social media you can create that instant connection with clients and even gain a few new ones in the process. Your advice on skin health can be given anytime, any day by posting about what you do on Instagram, Twitter, Facebook, etc. Clients want to be educated and will readily read and re-post your skin care secrets. Don’t be shy about your healthy skin tips, embrace your inner expert and share! You can even fill up that empty spot in your schedule by using your social media to instantly alert clients that you have an opening versus calling them. Trust me, they are checking their Facebook page more often than their voicemail.

    Use these simple steps to spark your professional success and growth. It’s time to put your newfound confidence to work and invest in creating the career that you deserve!

  • Why International Women’s Day? Because It’s About You

    IWD collage

    The International Dermal Institute joins Dermalogica and FITE (Financial Independence Through Entrepreneurship) to celebrate this year’s highly-anticipated International Women’s Day by taking the Pledge for Parity – and we want you to do the same!

    International Women’s Day, held during National Women’s History Month, honors the social, economic, cultural and political achievements of women. The Pledge for Parity aims to accelerate progress toward closing the pay gap between men and women, who perform 66 percent of the world’s work, yet only earn 10 percent of the world’s income.

    In 2015, the World Economic Forum predicted that at the world’s currently “glacial” rate of progress, it would take until 2133 to achieve global gender parity, or equality. That’s over a century away! By taking the pledge and raising awareness now, we can help speed change.

    Why is this important to professional skin therapists? All over the world, women have faced discrimination in the workforce, particularly when attempting to access business loans. In developing countries, nine out of 10 women-owned businesses have no access to loans. Even some of the most successful professional skin therapists in our network were once denied loans for salons or spas because their businesses were thought “unproductive” or “shallow.”

    The fact is, salons are a global economic force. In the U.S. alone, women make up 85 percent of the salon industry compared to 47 percent of the overall U.S. workforce. More and more people are realizing that when women earn income, they reinvest 90 percent of it into their families, leading to growth in both the global economy as well as in their own communities.

    “The story of women’s struggle for equality belongs to no single feminist nor to any one organization but to the collective efforts of all who care about human rights,” says world-renowned feminist and political activist Gloria Steinem.

    Dermalogica’s global initiative FITE helps women entrepreneurs start and grow businesses, so they can become financially independent and able to support their families and communities at large. This year, FITE is focused on expanding the FITE Future Entrepreneurs program, which combines the missions of Dermalogica and The International Dermal Institute ­to advance education and financial literacy for women and girls in the industry.

    “For nearly 30 years, Dermalogica has empowered women in the salon industry,” said Dermalogica and FITE Founder and Chief Visionary Jane Wurwand. “The FITE Future Entrepreneurs program is an opportunity to bring a new group of extraordinary young women into the Dermalogica Tribe and train them not just for a job, but for a career.”

    Through mentorship and coaching, FITE Future Entrepreneurs aids in building a strong community of women who support each other to achieve their goals. The unique program provides not only education and vocational training, but also an opportunity for more women to own businesses, thereby changing their lives and the communities in which they live.

    Now it’s time to do your part! Take the pledge today, or visit internationalwomensday.com for ideas on how to celebrate International Women’s Day near you. Share with us your #IWD2016 celebrations and what this day means to you by tagging us @joinFITE.

  • Education Resources for Former Marinello School Students

    Shortened IDI Gray writingDear Undergraduate Students:

    We were dismayed to learn about the closure of Marinello Schools of Beauty and the impact this may have on your education plan. The International Dermal Institute is committed to your education at every level and we would like to provide you some resources so that you can continue on your journey in skin therapy and/or cosmetology.

    •  First and foremost, you may contact our education staff at any time if you need assistance finding an alternative school in your area. Visit this link for ways to contact us: http://dermalinstitute.com/us/contact/email_us.html

    •  For any questions about financial assistance, please visit this link: https://studentaid.ed.gov/sa/about/announcements/marinello

    •  If know someone whose employment has been affected by the closure of these schools, recommend our free Job Board to find opportunities in your area: http://dermalinstitute.com/us/jobboard/index.html

    Your success in the industry is important to us and we are here to support you during this transition.

    From all of us at The International Dermal Institute, we wish you the best of luck.

  • Top 3 Post-Grad Courses Every Skin Therapist Should Take

    Tara - tempOur industry has evolved from the idea of applied beauty to in-depth knowledge of skin, and there are several trends in continuing education that exhibit these changes. We have noticed an abundance of post graduate workshops and seminars that promise profitability, but will they truly deliver? Let’s take a look at three hot skin care classes that can elevate your skill set as a professional skin therapist that will wow your clients, and maybe even a future employer.

    Medical Skin Care

    The medical field is utilizing skin therapists evermore to help improve the health of a patient’s skin pre and post-surgery. Skin treatments are usually offered as part of a package combined with medical procedures; thus making a huge opportunity to grow our skill set and become profitable when working hand in hand with doctors. Sign up for a class that discusses common MediSpa procedures such as injectables, lasers and skin needling and how to navigate the MediSpa environment.

    DERM_IDI_Modalities_31521Advanced Exfoliation

    Are you properly prepared to offer state-of-the-art treatments like hydro-dermabrasion, ultrasound and/or chemical peels? Just because we can use these tools doesn’t mean we understand their full potential. For that reason, education will allow us to learn how to get the most out of our treatments. Take a class that shows you how to apply these advanced exfoliation techniques and how they can be used alone or other with products. Incorporating these advances in exfoliation can help you give express treatments that yield immediate results!

    Oncology Skin Care

    Cancer has long been considered a contraindication for professional treatment—that is until now! It all starts with one question: Do you have any compromised lymph nodes? This question opens up a conversation with a client to let us know how to proceed with the proper modifications. Learn about oncology skin care to understand proper modifications for massage, products to avoid, and how to safely care for an oncology patient. Not only are you performing a beneficial service, but also growing your business at the same time.

    Don’t know where to start? Take a look at IDI’s class offerings (USA) and lectures such as: Medical Skin Care: What Therapists Need To Know; Acids, Peels, and Exfoliants; and Cancer Aware: Client Safety and Lymphedema. No matter where you work or the treatments you offer, it is always important to stay CONNECTED!

  • Zurich Welcomes New Training Center

    March was the perfect month to visit Zurich, Switzerland, as spring in Europe is magical. I love the cold, crisp air, the sun shimmering in the brilliant blue sky, it made the perfect backdrop for this beautiful and picturesque city to speak about.

    The first thing on my agenda was a media event, held at one of Dermalogica’s Corporate Skin Bars in the iconic Globus department store. This was the perfect environment to showcase the signature skin analysis and retailing concepts that guarantee success, as well as introduce to the media a new skin brightening product system. This was a really fun, engaging and entertaining event and everyone left enriched by the experience and ready to tackle those pesky spots!

    The best part of this visit was the privilege to be invited to officially ‘open’ the brand new Dermalogica offices and training center. The learning environment they have created for their customers is absolutely spectacular.

    A welcome breakfast was hosted by the team and food provided by one of Zurich’s top chefs, Pascal Schmutz. We got ‘down to business’ with the seminar focusing on ‘How to Sell to The Most Powerful Consumers on Earth,’ and the launch of the ‘Face Map Our Nation’ campaign, along with the new product system.  Having launched this campaign in Australia last year, it was a great opportunity to share our initiatives and success stories, and to inspire a little ‘friendly competition’ with the challenge to Face Map more people in Switzerland than Australia, proportionally to the size of the population of course! With the energy and enthusiasm displayed by the attendees I don’t this think will be too difficult a task at all.

    It was an honour and a delight to work with the inspired and energetic Swiss team, and a privilege to have the opportunity to meet with and speak to their very dedicated, passionate customers.

    The only real challenge of this visit, showing restraint by trying not to over indulge in the most delicious chocolate in the world!

  • Look Good, Feel Better

    The International Dermal Institute (IDI) & Dermalogica UK have formed an exciting partnership with Look Good Feel Better (LGFB), a cancer support charity, who provide practical support for women struggling with the side effects of cancer treatment. LGFB held their first UK workshop in 1994 and has to date provided support to more than 114,500 patients. The workshops and master classes take place across the UK where volunteers share their tips and techniques in skin care and makeup application. Their aim is to improve the self-image and appearance of patients through free group and self-help workshops that provide practical support while helping to create confidence and a sense of well-being. LGFB is the only charity that focuses on the problems associated with the visible side effects of cancer treatment and addresses how hard loss of hair, eyebrows, eyelashes and other skin related issues can be to cope with.

    Due to the high demand of the services LGFB provides within hospitals, they have devised master classes that take place outside of the hospital environment and are designed to reach those in more isolated parts of the country. IDI is pleased to be able to provide suitable learning spaces, equipment and enthusiastic staff on hand to assist.

    On 18th February, we hosted our first LGFB master class at our head office in Surrey! Working with staff members from the charity and a trained volunteer, we helped provide the eight women in attendance a skincare and make-up application lesson, which educated them on effective product choices and utilization. Our very own Lesley Corridan, Education Training Manager, first guided the group through tips on cleansing and toning for sensitive skin, followed by some great advice on hydration and the all-important SPF. With lots of great questions and plenty of fun, the group then threw open their makeup bags with reckless abandon and revealed their favorite must have items. The volunteers lent a hand as the women were guided through a simple makeup routine, applying brows where there may not be any and even how to apply fake lashes.

    With almost everyone having been touched by cancer in one form or another, we are thrilled to be able to partner with LGFB and put our skin care skills to another incredibly beneficial use and look forward to an exciting future together.

    “Look Good Feel Better (LGFB) is delighted to be working with Dermalogica and to launch our new relationship we held one of our confidence-boosting Master classes at the stunning Leatherhead offices. As the LGFB and Dermalogica volunteer team found out, our sessions are informative, involving and great fun and everyone leaves looking and feeling uplifted, with renewed confidence and a definite spring in their step. We have firm plans for a long and successful partnership with Dermalogica and thank everyone involved for their commitment and support” – Sarahjane Robertson, Executive Director

  • Are You Prepared to Use Advanced Modalities?

    DERM_IDI_Modalities_31587
    Today skin therapists have greater access to various forms of advanced modalities than ever before. We are now working in an industry that includes modern day modalities like LED, Intense Pulsed Light (IPL), dermaplaning and skin needling to enhance our treatments. But, before you start boosting your services with these options, follow three simple steps to make sure the device is fit not only for you, but for your business and your clients.

    1. Get the Facts: It is imperative before purchasing or using a device that you do your research and make sure it is within your scope of practice. Different states and different countries all have varying regulations. Check with local agencies such as the Board of Cosmetology or Skin Therapy, the Medical Board and Insurance Liability companies to verify what is available for use in your area. Some modalities can only be performed in a medical environment or under the guidance of a physician and could fall outside of your current license guidelines.

    2. Get Certified: Along with your local agency regulations, the modality selected will also dictate whether you need additional or licensing. Always ensure that you are properly trained and have the necessary qualifications before offering advanced types of treatment to clients. Check to see if the manufacturer offers additional training and certification or has specific requirements. Ensure you are following their protocols and heed to any warnings or contraindications.

    3. Get Insured: Having the necessary documentation, consent forms and insurance before offering advanced procedures to your clients can help prevent potential damage to you, your business and your reputation. Verify that your insurance not only covers you personally, but the modality used is also included in the coverage. Investing in insurance that provides general, product and professional liability is a smart step to protect your career.

    Offering today’s cutting edge technology can come with great results and great risk. Do your homework and research all aspects of training, certification and licensing.  Even if you choose not to incorporate a device, stay current and educated especially on pre and post care treatments. Your advanced knowledge of the skin coupled with proper hands-on techniques will still be your foundation to maintaining overall skin health.

    For information on the latest modalities and devices, watch these webisodes: Using Machines to Power up Your Treatments Part 1 and Part 2

  • A Tale of Two Cities: From Dubai to Moscow

    I had quite the journey flying over 8,000 miles from Los Angeles to United Arab Emirates (UAE) to Russia for the opportunity to represent IDI. When I first saw my itinerary I saw two very different worlds, apart from my own, but then I remembered the common interest I share with my hosts – the passion for skin therapy.

    My first stop was in Dubai, UAE, a city known for its luxury and amazing modern architecture. I had to find out why it’s been dubbed as the “City of Gold” and I discovered why walking around the gold souk or outdoor marketplace – I had never seen so much gold in such a small area! I even had the opportunity to go on a desert safari and ride a camel for the first time during my visit.

    But the true purpose for my visit was to present to 140 skin therapists and business owners who want to take their clients’ skin to a new level of skin health. I lectured on the latest cosmetic treatments that could be incorporated with their current product line, Dermalogica, and introduced a new chemical peel system to their market. It was great to see their eagerness build as they planned for new treatments to expand their menu and offer to clients. It was also a treat to meet students from Saudi Arabia, Lebanon and other parts of UAE to join in the day’s festivities.

    Then I hopped on a plane to my next destination – Russia. I landed in Moscow, bundled up and ready for the chilly, snowy weather; compared to the desert, camels and sunny beaches I just left behind!

    The two day event in Moscow began with discussing the wide-ranging topic of pigmentation, followed by a chemical peel demonstration to address signs of hyperpigmentation commonly seen on clients. Ranging between skin therapists, business owners and physicians, our guests mingled with each other as if they never wanted the evening to end.  As the event drew to a close there was a particular buzz of excitement, that feeling of connection as a tribe.

    We had a smaller more, intimate group of 11 educators from Russia, Kazakhstan and Azerbaijan on the second day in Moscow. Through a translator, I was able to educate them on the particulars of chemical peels and guided them all through a hands on practical. Their glowing skin and radiant smiles were enough to tell me they were enjoying the day.

    Thankfully I had a free day for some sightseeing. Braving the cold, I set out on foot to see famous buildings I had only seen in pictures until now. I enjoyed sights such as the eclectic art market of Arabat Street and the Alexander Garden right outside the Kremlin. Walking to the end of the Red Square, I was able to enjoy the colorful architecture of St Basil’s Cathedral. As my tour came to an end, I had an unforgettable evening watching the Russian Ballet perform.

    Although my travels took me to two extremes, my purpose was the same: to give our students the tools to grow their business and reach others through the healing power of touch.