TMCnet News
Enjoying the skin trade in Barcelona(Philippine Daily Inquirer Via Thomson Dialog NewsEdge)FASTER THAN YOU could bat an eyelash, I accepted the invitation of Rustans Essenses to Barcelona for a meeting with Dermalogicas hotshot founder and top skincare therapists. Apres a smooth, absolutely enjoyable flight on KLMs state-of-the-art aircraft, the Boeing 777, and a two-hour stop at Amsterdams fab Schipol airport, we arrived at one of my favorite cities in Spain, bustling Barcelona. Ahhh, the awesome La Sagrada Familia by Gaudi, the Casa Mila, the famous La Boqueria market... all this, plus more, are synonymous to the captivating, exciting city of Barcelona, palanggas. It is where the renowned Dermalogica hosted the large gathering of more than, take note, 2,000 skincare therapists from 40 countries. The Philippine group was represented by the Dermalogica rah-rah team of Rustans Commercial Corp., headed by brilliant Rhoda Campos, the hotshot VP for cosmetic and toiletries; Riza Torres, AVP for B2B-Distribution; Carmela Vedar, business development manager for Dermalogica; model Rissa Mananquil Samson, who made heads turn wherever she went, dahlings; and yours truly, natch! The congress kicked off with a fantastic welcome cocktail reception at the Rey Juan Carlos Hotels cool sprawling garden, where Dermalogica representatives from key cities of the world rubbed shoulders. The next morning, bright and not so early (thank goodness), we were all whisked off to the Palau De Congresso de Catalunya, where Jane Wurwand, the brilliant founder of Dermalogica and the International Dermal Institute, spearheaded the list of super guest speakers and discussed what todays women and men want. The different sessions tackled common anxieties of female and male customerswith the most popular concern being their passion for results (money is not a question). Super-interesting topics included the latest medical trends, the emerging male market, and identifying new clients by observing their behavior. There were inspirational talks on the world as a touch-starved society, and how the skincare industry can uplift lives through emotional and physical healing. After two hours of lectures, it was break time for tea and cookies. During this recess, we mingled with different delegates from many countries. And the non-speaking English delegates were so impressed that the Filipino gang could speak perfect English. Rhoda C. and I conversed with some of the Spanish-speaking delegates from South America. Anyway, apres more interesting lectures from well-known personalities and a fab dinner, I was all ears to the lecture of the International Spa Association, which identified three main client profiles. Okay, here it goes: First is the gateway (or entry level)they are the clients who form the bulk of the population. They are new to professional skincare and are not very skin-savvy. They usually only receive manicures, pedicures or massages. So, they walk into the salon and they want treatments that affect appearance; they want to feel special, pampered and beautiful. Then comes the mid-level (or escape) clients, who ask, What will this do for me? This is the most neglected group. They understand the importance of professional skincare but still visit a skincare center only four to six times a year. Next comes the mid-level clients, who already understand the basics, so good skin therapists, like those found at any Dermalogica salon, must always expand their clients regimens by recommending more advanced products. And last, there are the hard-core clients. They are interested in the body as well as in the face. They are not at all price-sensitive. They are spa connoisseurs, visiting three to four times a year for well-being. They are the smallest segment of the market, the hardest to please, and the highest per-capita spending on professional products and services. Another tres interesting topic was about the new spirit of beauty and the comfort craze. Consumers are craving a retreat from aggression, looking for escape and ways to comfort themselves, said Rita Silvan of Elle Canada. And check this out, palanggas, many cosmetic companies are now launching products to calm down your skin. There is this wave of skincare products that will not only make your skin feel calm superficially, but, would you believe, also deliver Prozac-like tranquilizers to the body, integrating vitamins and minerals in creams, lotions, and even skin patches, so as to deliver medicinal benefits to the skin. The new trend is reflected in Dermalogicas latest Daily Resurfacer, which has revolutionized the industrys approach to exfoliation. Although particularly effective for the treatment of photo-damaged, acneic and maturing skin, Daily Resurfacer is suitable for all skin conditions and is designed for clients wishing to have smoother, healthier-looking skin, palanggas. The humanist consumer is the consumer of the future. She or he is hyper knowledgeable and multifaceted. They read labels and want to know where ingredients come from, said Sullivan. The bottom line, palanggas, is beauty is both for the body and the soul. Total beauty is beauty that feels good, looks good and does good. With 20 years behind it, Dermalogica proves this, palanggas. Afterwards, it was time to rock and roll at an old Medieval castle. Hey, dahlings, make that must-do appointment at the Dermalogica center located at Essenses Aesthetics, 5/F, Rustans Makati; Essenses in Rustans Alabang Town Center; Urban Spa, Shangri-La Mall; Fitness First in RCBC Plaza; Serenity Spa in Cebu; and Skin Zone in Chimes Mall, Davao. |