It is all started with a vision raising the bar of the industry through education, the result of which was The International Dermal Institute in 1983. Contrary to the industry standards of the day, The International Dermal Institute taught skin therapists and business owners about getting results on the skin, not pampering their clients. It informed them on tough topics like skin histology, the need to retail, what ingredients would achieve a result on skin… and what wouldn’t.
In short, The International Dermal Institute took on the difficult topics to bring a struggling industry to a new era of professionalism, one that would better meet the needs of an ever-more sophisticated consumer. What started as one location, and a mere 1,000 square feet, quickly became a sensation – and today The International Dermal Institute trains over 75,000 skin therapists in 40 locations worldwide.
While The International Dermal Institute was in its infancy, however, another market need became strikingly apparent – a product system that could live up to the high standards taught in IDI classes. So, by early 1986, The International Dermal Institute had developed the first Dermalogica products – many of which are still top-sellers – and the now-famous Dermalogica product system launched at a southern California trade show.
Dermalogica delivered a "simple, innovative, effective" approach to skin care that "simply works, " raising eyebrows in the industry, but also winning the hearts of skin therapists and consumers hungry for their healthiest skin ever.
In the intervening 25 years, the Dermalogica product line, educational offering and international presence has grown by leaps and bounds, and the brand is now clearly the leader in professional skin care. With this leadership comes the duty to always represent the concepts and beliefs of the brand in a way that is on-message, setting the tone not only for our clients around the world, but also for the industry as a whole.
If we think of the Dermalogica brand in terms of qualities, the following are true – and should be maintained in all brand assets created, spaces designed and communications sent. It is our hope that this guide will also helpdemonstrate some of the tangible ways in which your teams can supportthis mission.