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Reinventing Retail

By: Cathy Christensen
Posted: February 28, 2013, from the March 2013 issue of Skin Inc. magazine.

I recently was invited to attend the launch of a new hybrid concept from Dermalogica. Beginning with the Scottsdale, Arizona, location, the new Dermalogica Learning Centers combine consumer and professional education classrooms, professional treatments and retail sales under one roof, which, in this case, is a storefront location in the heart of Scottsdale’s historic downtown. According to Dermalogica, the new Learning Center locations, which will launch throughout the United States, are “intended as a creative incubator developed to support professional skin therapists in refining and deepening their skill-set in order to enhance the success and profitability of their businesses.”

So, this leads me to ask: How are you combining retail with your existing business model to ensure the profitability of your business? The retail conundrum has been a sticking point for skin care facilities as long as the profession has existed in the United States. Historically, skin care professionals shy away from retail because they don’t think of themselves as salespeople. However, the truth of the matter is, when you don’t finish a treatment with a home-care recommendation from the retail lines sold in your facility, you are doing your clients a disservice. They are interested in skin care, and have sought out your advice ... so you need to make recommendations for them to continue to address their skin care concerns at home.

Build a retail relationship

Dedicate some time this month revisiting your retail plan and really focusing on how to get your team to actively include retail at the close of every single treatment. You don’t have to sell the whole line; start with one or two products, and let the retail relationship between skin care professional and client grow into a profitable one for your business and a successful one for your clients. How can you make people feel open to coming into your business only to make a purchase and leaving without scheduling a treatment? Inspire your team to re-think and re-invent your retail strategy, and seek motivation both inside and outside the professional skin care industry.

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