Adaptation and innovation are emerging as people and brands are getting creative in an effort to socialize, work remotely, educate, and celebrate. While a lot of our daily activity has shifted to online experiences, “Zoom fatigue” is real and has deepened the desire for social interaction beyond the screen. Dermalogica has a 30-year commitment to education, and the current state of the world had not stopped the brand from driving home this message.
Dermalogica is one of the first beauty brands to host an in-person event in the COVID-19 era with “Dermalogica Drive-In: Masque and Movie” in Los Angeles to celebrated the launch of their new Hydro Masque Exfoliant. Conversations with creators led the brand to recognize that influencers were missing in-person events, and that the craving for human connection was stronger than ever. Early on Dermalogica partnered with an epidemiologist to learn how to protect Professional Skin Therapists and Clients. For the event, they worked with an outside safety compliance company to ensure all attendees and staff were safe, following safety protocols including pre-event COVID-19 testing and day-of safety logistics. All this preparation created a playbook for executing a safe in-person event.
With safety at the forefront, Dermalogica’s event highlights included:
Mandatory COVID-19 test prior to the event provided by Kameo, a company that specializes in COVID-19 safety and testing solutions. All guests, vendors, and staff were tested and temperature screened in advance of the event.
Instagrammable drive-through entrance featuring new product messaging, fun arch, and (of course!) hand sanitizer and reusable masks. A sanitation vendor disinfected each space throughout the event, ensuring a safe and comfortable experience.
Socially distanced masterclass presentation, with special focus on new launch, Hydro Masque Exfoliant. Individual product stations adjacent to parking spaces were set up for each attendee.
During normal times Dermalogica hosted influencer events each quarter. Allee Goldberg, Influencer Communications Manager at Dermalogica, said, “While our team will continue iterating in-person event concepts, we won’t get back to a pre-pandemic cadence just yet. We do plan to integrate in-person experiences into a consistent schedule of digital events, and while digital events may have started out of the necessity of ‘stay-at-home,’ they have opened an opportunity to reach more people, regardless of geographical location. We are working hard to make those digital events just as immersive of an experience. “
Throughout the pandemic, Dermalogica has emerged as one of the brands to watch as they actively navigate the new beauty landscape as dictated by COVID-19. The brand immediately focused on supporting and serving the needs of its professional skincare tribe through an affiliate program, increased commissions, extended payment terms, digital classes, and business resources. They also took the lead in establishing detailed safety protocols, hygiene products, and a Clean Touch Certification program. The brand also quickly pivoted to emphasize pre-existing tools, such as Face Mapping and Chat with a Professional Skin Therapist, and rolled out new resources for online education. Virtual consultations offered free individual, 15-minute sessions with a skin therapist; Instagram Live paired their Education team in conversation with influencers and industry experts; and a growing closed Facebook group called “The Skin Care Collective” hosted virtual Zoom events with pre-seeded product.
Since COVID-19, the brand has seen an increase in consumers’ appetite for educational content. The results speak for themselves:
- Their engagement rate nearly doubled on educational content pre- and post-COVID, exceeding their engagement averages and running at 4.3% average engagement.
- Instagram Lives are up 100% since 2019, and when the brand partners with an influencer, they see 5x the amount of viewers.
- Instagram followers have grown 20% since March, and DMs have tripled in the same time period.
- The most common questions in their DMs are about at-home skincare routines, product recommendations for breakouts, and products to help soothe skin irritation caused from wearing a mask.
There’s a reason Demalogica remains not only relevant but on the forefront of innovation after 30 years in business. Their overarching strategy—and mission—is always rooted in education and community. Dermalogica globally trains more than 100,000 licensed skincare professionals each year, has approximately 40 flagship and concept stores internationally, and over 20,000 independent salons and spas worldwide. Their COVID-19 pivot was to take their commitment to education and professional skincare expertise and push it through a consumer lens.
Photo: via Dermalogica