Dermalogica is bringing its professional training program for skin therapists to the front lines of commerce.
The skin-care brand opened its second hybrid education center, located in Atlanta, which offers consumer services, retail and professional training in one space. The Atlanta center, which opened in November, follows a space opened earlier last year in Scottsdale, Ariz. In March, the company will host a grand opening for a third location in Montreal, and it plans to open a forth hybrid education center later this year.
The 2,500-square-foot facility, which includes a 1,200-square-foot classroom and 600-square-foot retail space, is situated in Atlantic Station, at the northwestern edge of midtown Atlanta.
Heather Hickman, Dermalogica’s Senior Director of U.S. Education, described the hybrid concept as “an immersive learning center.”
Professional classes for skin therapists include the full curriculum offered by the company’s International Dermal Institute.
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The idea, she said, was to bring the concept of professional training and consumer experience together in one place. “It’s like bringing the kitchen into the restaurant,” she said. “It allows consumers to see the full extent of our brand,” she added, noting that the center will give them a better sense of Dermalogica’s professional heritage. It also allows the brand to teach skin-care professionals about merchandising in a real store environment, where they will have face-to-face interaction with customers. “They can see how a [merchandising] concept works in the store,” said Hickman.
However, for the spa-services training, the skin-care therapists work on each other, not customers.
Jane Wurwand, founder and owner of IDI and Dermalogica, stated, “By centralizing all of Dermalogica’s key brand assets in a hybrid space, we can optimize the training of skin-care professionals and give local consumers greater access to skin-health knowledge, as well as the latest in new ingredient technologies and other innovations from our team.”