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Revive & Renew: A New Look at Reaching the Consumer

Melinda Taschetta-Millane October 2011 issue of Skin Inc. magazine
The design team from SFIEC gave consumer attendees free makeovers.

The design team from SFIEC gave consumer attendees free makeovers.

Revive & Renew, The New Spa Experience, a unique, hands-on event that educates consumers of all ages about the value of professional skin care, made its debut at Park Valencia in the upscale lifestyle mall Santana Row in San Jose, California, on Friday, August 26, 2011.

Produced by Allured Business Media, Skin Inc. magazine and Face & Body®, Revive & Renew is an exciting opportunity to empower estheticians and suppliers to personally connect with a new customer audience and build valuable relationships. This exciting event featured product demonstrations and educational experiences created to foster consumer participation and interaction.

“We are taking the lead to shift the consumer perception of professional skin care from being an indulgence to being part of a larger decision for total wellness,” says Sandy Chapin, director of events for Allured Business Media. “This industry has been hit hard by the economy—Revive & Renew’s goal is to connect buyers and sellers. Through education, suppliers and skin care professionals can help consumers understand the importance of professional skin care. Yes, there will always be the Big Box and department store cosmetic counters; however, it’s this event’s mission to teach the consumer that what is missing from these outlets is the expertise and professional recommendations that can only be received from a licensed professional.”

You will see this message supported in the pages of Skin Inc. magazine, as well. “See it as your partner in promoting skin health and wellness to consumers,” says Melinda Taschetta-Millane, conference director for Revive & Renew and editor in chief of Skin Inc. magazine. “We are your advocate in education, not only through this unique event, but also throughout the pages of the magazine.”

Showcasing the industry

This one-day event showcased the skin care industry in an exciting and compelling way. Together, estheticians and suppliers engaged, embraced and educated consumers about the importance of professional skin care. Charter sponsors included Associated Bodywork and Massage Professionals (ABMP), Associated Skin Care Professionals (ASCP), Club One Fitness, Dermalogica, GlyMed Plus, San Francisco Institute of Esthetics and Cosmetology (SFIEC) and Shastasong.

Each attendee received a reusable jute Revive & Renew tote bag, sponsored by GlyMed Plus, and charter sponsors provided product samples and literature promoting the value of professional skin care treatments and products. Along with this, local estheticians offered service specials to encourage consumers to book appointments.

During the event, consumers experienced professional skin care products and services firsthand, and estheticians performed skin analyses and offered mini-treatments. Skin care manufacturers discussed their product benefits and gave treatment demos, and ABMP-member massage therapists offered seated massage services, emphasizing the therapeutic value of massage above and beyond relaxation. Also, the design team from SFIEC offered makeup touch-ups and enhancements, compliments of BeingTrue, and Club One Fitness instructor Grace Kendrick led participants through a series of yoga movements. Attendees enjoyed a refreshment break with a glass of healthy cucumber water, sponsored by Dermalogica, while listening to new age music by Anton Mizerak and Laura Berryhill of Shastasong.

Revitalizing the industry

Revive & Renew’s consumer message is this: Discover your local skin care facility. “At Revive & Renew, consumers learned how they can make professional skin care a lifestyle choice,” says Chapin. “This one-of-a-kind program showcased the industry in a unique, exciting and compelling way. And, new locations will be added in 2012—exciting announcements will be made soon, so look for this event to come to a city near you!”

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