Beauty - Brand Awareness .............................................................................................................................................................................................
Used by more than 75,000 skin therapists in 80 countries around the world, Dermalogica has grown to become one of the leading professional skin care brands. Irish Beauty looks at the life of the brand so far and its latest initiative to help female entrepreneurs around the world...
While the Dermalogica story begins in 1986, the force of change in the industry started in Los Angeles, circa 1983. Dermalogica and The International Dermal Institute founder and owner, Jane Wurwand, a tenured, United Kingdom-trained skin therapist new to the American industry, recognised that continuing skin and body therapy education was practically non-existent in the United States. While her training had been comprehensive and serious, US students entered the industry licensed yet under-trained and under-respected.
Jane always believed that skin education and using the correct products were more important than products that were relaxing or came in fancy packaging. Whilst teaching at The International
Dermalogica Fact File
• The fi rst product to be launched by Dermalogica was Active Moist, which is still one of the most popular moisturiser products today.
• Dermalogica is sold in over 80 countries worldwide.
• The brand is used by more than 75,000 skin therapists.
• The brand boasts over 20 product lines and more than 100 individual products, which is continually increasing.
Dermal Institute, Jane realised that no product line embraced her belief of skin health as opposed to ‘beauty’, so she developed her own. And therefore, Dermalogica was born.
“The vision was clear,” says Jane Wurwand, owner and founder of Dermalogica. “A product line free of common irritants and ingredients that could cause breakouts (including lanolin, SD alcohol, mineral oil, artificial colours and fragrances) that would improve skin health, and were only available from skin therapy professionals trained at The International Dermal Institute.
“As a brand, Dermalogica immediately upset the prevailing paradigm of beauty and glamour by classifying skin care as a health issue as opposed to a cosmetic concern. Just as we removed common irritants from the ingredient menu, Dermalogica also introduced a powerful new element into the brand identity: the specialised expertise of the professional skin therapist.”
The very first product to be released under the Dermalogica brand was their award winning Active Moist.
Breaking Ireland
Once the brand was launched, it very quickly made its way onto UK shores and by the early 90s it was quickly picked up by Irish professional therapists and business owners. “We have always
Jane Wurwand
had such a warm reception in Ireland,” says Jane. “The brand grew quickly within Ireland after the opening of our two International Dermal Institute training facilities in Dublin and Belfast. We have found that the standard of skin care professionals in Ireland has always been of a high quality!”
We’re not pretty
Dermalogica’s ethos is: We’re Not Pretty. Or beautiful, pampering or luxury! They’re much too interested in guiding you and their clients to a new level of skin health. “While our packaging may not be designed to colour co-ordinate with your bathroom, you can always be sure that we’ve spent our time on delivering your skin the high-performance formulas it needs,” says Jane. “We use ingredients that we know will work – our confi dence founded by skin care professionals worldwide who use our products in their treatment rooms every day because they get results.”
With education in mind, Dermalogica is known by its users for its zone approach to skin care – Face Mapping® skin analysis. Dermalogica professional skin therapists are able to decode skin, zone by zone, and equip clients with real advice and a results-driven regimen only available from a trained professional.
It is this advanced knowledge that Dermalogica believe has set them
1986
Dermalogica was launched in Los Angeles with its first product, Active Moist.
Early 90s Dermalogica made its way into the UK and was quickly picked up by Irish professional therapists and business owners. The brand quickly grew in Ireland after the opening of two International Dermal Institute training facilities in Dublin and Belfast.
Over the years Dermalogica keeps up the research, developing and launching new products and re-formulating existing products to make them bigger and better!
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