Dermalogica opens experiential standalone store in Bluewater
Dermalogica has opened a new experiential store concept in Kent's Bluewater shopping destination which places "education" at its heart.
The pioneering skincare brand says customers will leave the store "feeling confident, empowered and fully equipped to reach their skincare goals".
Skincare experts and professional therapists will guide customers through a personalised journey that promises to be approachable and inclusive. The emphasis is placed on "meaningful stories centred around real results from real people" showing the outcomes and transformations Dermalogica offers.
The Bluewater store will offer the full range of skin care products as well as a full treatment menu consisting of Face Mapping® Skin Analysis, SkinSolver® Treatments, ProSkin Power and ProSkin Peel.
Four distinct areas have been designed where customers can consult with an expert and learn more about each of the products that best suit their personalised skincare needs. They are:
1. Engage & Learn: A central skin analysis zone has been created in-store, dedicated for a hip to hip skin analysis through Face Mapping® and SkinSolver® Treatments. This section allows for interaction and education simultaneously.
2. Decompress & Immerse: An area has been sectioned to allow customers to decompress before and after their treatment. This area is interactive and allows customers to engage and learn further about the Dermalogica brand and their professional products.
3. Treatment: After navigating through the Decompress & Immerse section, the next space is completely dedicated to Dermalogica’s full range of treatments, in an open-air environment. The space creates a comfortable atmosphere that cocoons the customers and allows them to unwind and experience the Dermalogica difference.
4. Retail and follow up: A space has been created that is completely personalised by Dermalogica’s Professional Skin Therapists. Here customers can share their skincare goals and discover the right homecare and treatment solutions with a true expert.
Dermalogica’s General Manager, Mark Hermann, said: “With our unique roots in skincare education and professional treatments, we wanted a guided retail space that creates an immersive customer experience. Our ambition was to bring something to consumers they have never seen before; achieving their ‘healthiest skin ever’ based on personalised treatments and a results-driven home care routine.”
As with all Dermalogica owned stores and staffed counters, "Clean Touch" protocols will be in place to ensure the highest safety and sanitation measures are upheld to protect customers and staff.
Measures include appropriate social distancing, limits on customer numbers, hand washing and sanitation, the wearing of masks and face shields as well as special processes for laundering and retail testers. Its therapists must carry out Clean Touch training after which they become officially certified in the practices.