The Dermalogica Experience, the first-ever pop up from Dermalogica opened March 21st. The pop up offers tech-interactions, skin-care classes and a seven-foot-tall display on Dermalogica’s 33-year-old history. “The Dermalogica Experience,” the pop-up, coincides with the brand’s launch of a new SPF product called Prisma Protect SPF30 earlier this month.
The brand is relying on human touch, personalization and education. Lori MacGregor, a Dermalogica spokesperson, said that when visitors first enter the pop-up, they are greeted by a wall display providing a deep dive into the brand’s history. It includes the an explanation of the founding of the brand by Jane Wurwand via The International Dermal Institute, visuals of its trade advertising campaign from 2000 dubbed “We’re not pretty,” and images of older product packaging.
The human touch and education aspects are emphasized by skin-care facialists through 10-minute consultations, and 15 classes being offered on topics like acne, anti-aging and skin health. The classes will accommodate between 50 and 100 people, MacGregor said. There is also an iPad station where shoppers can interact with Dermalogica’s existing skin analysis platforms called Dry Skin Lens, which determines a user’s dry spots; My Skin Clock, which educates people about their circadian rhythm; and Face Mapping, that determines a person’s skin goals and corresponding product recommendations.
