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Welcome to the Future: Spicing Up Your Space With the Hybrid Concept
By: Heather Hickman
Posted: July 31, 2014, from the August 2014 issue of Skin Inc. magazine.
page 5 of 5
The evolution of the skin care facility into a hybrid space offers many lessons. Most importantly, your space is an environment for learning. Professionals learn from each other, and from other experts in the field and related industries. This high level of knowledge is then moved out into the vast world of clients. Nothing infuriates today’s data-hungry client more than feeling left out or left in the dark—including the murky depths of an unattended treatment room or the awkwardness of an ill-informed team.
The hybrid space that blends education for professionals and clients, treatment and service, and merchandising and retail, brings together everything that’s exciting about skin care—and creating client appeal in every one of these areas. When all of these qualities are combined, the winning formula for building a solid clientele and a successful business in today’s marketplace is born.
Heather Hickman is the senior director of U.S. education for Dermalogica and The International Dermal Institute (IDI) and has 20 years of experience in the skin care and spa industry as a spa manager and senior educator.