On February 26, Dermalogica opened a concept store in SoHo, New York City, USA. It is the second Dermalogica concept space to be opened in the United States; the other is located in Santa Monica, California.
Other concept spaces are located in London, England; Berlin, Germany; Auckland, New Zealand; Dubai, United Arab Emirates and Mumbai, India.
The brand’s founder, Jane Wurwand, said: “While Dermalogica has always challenged the viability of the frivolous chocolate and rose-petal treatments which continue to undermine our profession’s credibility, the time has never been more right, culturally speaking, to open this location and offer no-nonsense New Yorkers our direct, dynamic, no-nonsense approach to absolutely great skin.”
The 1,640 square foot (152 square metre) space houses Dermalogica’s key retail strategies: Skin Bar, Face Mapping and MicroZone Treatments. The store invites walk-ins and fosters interaction between the professional skin therapist and consumer, as well as personalisation of the skin treatment experience by the consumer. The company says that by maximising the client’s time and optimising measurable results, the immediacy of the encounter builds customer trust and leads to pressure-free retail sales as well as appointment rebooking.
The brand’s skin treatments are delivered in the SkinPod, an award-winning ovoid form introduced in Dermalogica’s first concept store in Santa Monica in 2004. The pod allows the client to adjust both coloured lighting and audio accompaniment to the treatment, creating a highly participatory and personalised experience.
Dermalogica in SoHo is located at 110 Grand Street, New York City. For more information, visit www.dermalogicainsoho.com