"In business, we talk about ROC – Return on Community – as being the most essential element of success. This sense of community – we call it our 'Tribe' – is what has defined the Dermalogica culture for more than 25 years," says Dermalogica co-founder, Jane Wurwand. "When our Tribe comes together as we did this week at our 'Futurescape' Symposium in Los Angeles, when more than 800 skin therapists, skin center and salon owners who carry and use Dermalogica gathered from around the world. When we come together in one place, it's like plugging into the world's largest battery. The energy this community produces is what makes Dermalogica so utterly original, unique, and powerful. It is our greatest asset!"
In her keynote address, Wurwand, who positioned the leadership of the professional skin therapist as central to the brand's success.
Experts from key areas of the organization presented modules addressing fresh strategies for capturing and retaining market dominance, with an emphasis on the power of new media as well as traditional marketing. Annet King, director of Global Education, spoke on the survival strategies in the new "omni-channel" landscape and shared tools and tactics needed in today's market to secure retail sales utilizing both online and offline resources.
Dermalogica's recent launch of a new teen skin care line, Clear Start, was introduced as the focus for new retailing programs which include the brand's signature MicroZone treatments and Skin Bar as methods for building sales.
The firm also showcased the soon-to-launch BioActive Peel system which will be Dermalogica's most aggressive exfoliant formula to date. The BioActive Peel system will require specific training and certification and will be available for professional skin therapists starting in October, 2013.