Supply & Demand Dermalogica promotion
A fresh approach to professional skincare Sales director at Dermalogica UK and Ireland, Louise Lupton explains how the brand has responded to recent lockdowns with online innovation, education and support for spas
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ducation and training have been at the heart of Dermalogica since the brand launched in 1986, and these principles came into sharp focus during the pandemic as businesses were forced to close. The brand introduced Covid-secure training for staff in spas and salons, and placed staff wellbeing at the heart of its weekly agenda. Advanced education programmes were adapted to suit the digital space and delivered via its D-Stream service to 18,000 professional skin therapists in 2020. Helping businesses that were closed for extended periods, the brand developed online consultations, guided skin treatments and an affiliate scheme for its partners. Sales director Louise Lupton explains how Dermalogica has responded to the pandemic through innovation: How has the pandemic changed the operating landscape for spa and beauty businesses? Businesses need to have more than one focus so that they can keep going should one area be switched off, such as professional skin treatments. Using their brand support is key; working to connect and offer services to their customers digitally, setting up their own e-commerce sites and joining affiliate programmes are just a few things they should consider. How did Dermalogica pivot to digital during the pandemic? Our CEO, Aurelian Lis, held global live streams for everyone in our industry, not 60
Programme, previously known as Affiliate, to enable our partners to benefit from our own web shop sales. In addition, we added all of our education resources to our online training channel, D-Stream. We also introduced a suite of digital support services to provide financial advice to help business owners and enable our partners to embrace the ‘new normal’ with their own clients through online consultations, ‘mirror-me’ sessions and masterclasses.
“In 2020, we delivered our online D-Stream training to 13,000 more therapists than in 2019”
What lessons has the brand learned from this period? We have all been working throughout the pandemic and we learned quickly that to support our accounts we have
Louise Lupton Sales director, Dermalogica just Dermalogica partners. Our ‘In This Together’ events took place every two weeks and we launched our Clean Touch Guiding Principles course. We also developed a Meaningful Connections course, examining emotional intelligence and encouraging professionals to look after themselves as a priority. Dermalogica was already in a great position where digital support was concerned, with everything from our education and marketing through to business support available online. We introduced our Digital Partnership Right: As well as offering online support, Dermalogica continues to emphasise the importance of physical connection
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