As one of the world’s biggest skincare brands, used by over 100,000 therapists worldwide, Dermalogica has been witness to the havoc the Coronavirus pandemic has caused the beauty industry.
It’s for this reason that the brand’s head office in LA has created a two-part webinar available for viewing by their stockists, and the beauty industry as a whole.
Featuring industry leaders from skincare, marketing, social media, HR and wellbeing, the webinars, titled ‘In This Together’ discuss ways to manage the impact of the Coronavirus pandemic on salons.
The series offers guidance on adapting business, and planning ahead for when it’s time to re-open our doors.
Of the webinars, Emma Hobson, Dermalogica Director of Education Asia Pacific, said: “Our Dermalogica tribe has taken a huge hit, and we feel it is our responsibility to support them in any way we possibly can. Business owners often say, they ‘never have time to work on their business as they are too busy working in their business’. Well now is that time. There is much to be done, digital engagement to be moved to the next level with a plan as to how you will continue to drive this when the business is back fully operationally. A marketing plan to be created for your reopening. Staff development plans. Revaluating what’s profitable and what’s not, what’s working and what’s not and change before re opening; poorly selling treatments, protocols that just don’t work, perhaps new menus to be written, treatment promotions and courses to be planned, re merchandising your stock, stock assessment, staff rostering, the list goes on!”
Emma also recommends ensuring your current retail stock is not just sitting on your shelves. “This is ‘dead money’ so ensure to sell this through to your customers ASAP. We can look at this as an opportunity to have the time to revaluate, reignite and re-energise all that you do, to ensure you come out stronger and fitter the other side.”
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