In an unusual move for the beauty industry which is renowned for its use of celebrities and influencers to promote its brands, dermaviduals has appointed a salon owner as its first official brand ambassador.
Announcing the appointment of Robyn McAlpine, the owner of Newcastle salon SkintifiX, dermavidauls co-managing directors Reika Roberts and Simone Vescio, said they were excited to “have Robyn on board and officially recognise her for all the behind-the-scenes work she does”.
“We wanted to appoint an ambassador that can resonate with both the general public and the skin treatment therapy market, and Robyn is exactly that.”
“Robyn has been using dermaviduals for nine years and has seen the changes in not only her own skin, but in the skins of her plethora of clients.
“Her understanding of skin is phenomenal ‒ and her ability to be able to explain complicated skin anatomy and biology simply for all to understand is a true gift
“We’re proud to have chosen Robyn, an expert skin therapist that can truly talk about not only her skin journey but also guide our users through their skin journey and management, as our ambassador.”
Although dermaviduals is “proud to have an array of professional athletes, influencers and media personalities using the brand and promoting it in their own way”, the company decided to appoint its “first official brand ambassador from within our dermaviduals family of partners”.
“We want our ambassadors to reflect the ethos of our brand and paying a celebrity/influencer to be our ‘face’ just because of their following doesn’t align with our vision.”
Robyn, an advanced advanced skincare therapist with over 12 years experience in the beauty industry, said she is thrilled to represent dermaviduals.
“I have always been passionate about skincare, particularly the principles of corneotherapy, in formulations and delivery.
“Being announced as brand ambassador takes our partnership further and I am proud to represent an incredible brand that aligns with my personal values.
“Working with this brand for so long, I have been able to personally witness client’s skins changing and renewing their confidence.
“I love the process of being able to create a custom skin solution for every individual that walks through my doors.”
Robyn has a Diploma of Beauty Therapy and Advanced Skin Analysis, certificates in paramedical aesthetics, dermocosmetology and oncology aesthetics as well as numerous other post-graduate education qualifications.
In her role as ambassador, Robyn will join dermaviduals at trade shows and events “sharing her knowledge at educational events and seminars” and will hold ‘live chats’ and host Q&A sessions on the brand’s social media platforms.
Reika says she is confident that the ambassadorship will be an “exciting relationship”.
“We look forward to growing our team of dermaviduals ambassadors, naturally with those that truly aspire to the concept of our products and corneotherapy and skin health, whether that be more clinic owners, or celebrities/influencers.”
While Robyn is currently dermaviduals only brand ambassador, the company does have “an on-going alliance with Florence Barrett-Hill, “an internationally acclaimed dermal science educator, practitioner, researcher, and author”, as an education and corneotherapy expert.
In addition the company encourages “skin education with many well regarded experts such as Gay Wardle and Lia Trebilcock”.