Catch up with Sally Penford ‘In conversation with...’ European Spa

Dermalogica's director of education, UK and Ireland, talks to Mark Smith about embracing digital services for skincare

By Mark Smith

28 January 2021

Ready to listen back to as part of European Spa’s ‘In conversation with…’ series on Instagram Live, Dermalogica director of education, UK and Ireland Sally Penford explains how online retail has become an integral part of many small businesses.

Speaking to Mark Smith, Penford offers advice for spas that haven’t followed this model and provides insights for therapists who want to make the leap to digital and elaborates on how they can establish a human connection with their customers.

Sally Penford's top five takeaways


“Consumers are dictating where, when, how and why they shop. The digital space has now become an integral part of many businesses and this digital transformation is here to stay.”


“Consumers are now enjoying the meditative rituals of skincare at home and they are this sharing this digitally. If you want to be with your customer – you have to be where they are and that’s in the digital space, online, on Instagram, on Zoom and on Facebook.”


“Start by connecting with your own community of customers. Share your knowledge as a professional therapist and arrange one-to-one consultations and then perhaps masterclasses for a group of people.”


“To establish your relationship as a skincare expert with your customer in a virtual setting you need to start by making a human connection – very much like you would in the spa or salon. Ask them how they are, what their skin concerns are and talk to them. It quickly breaks down the digital divide.”


“You could send kits of samples pre-event and walk clients through a skincare routine. Then build on this concept. Remember to check with your brand and suppliers for affiliate schemes too.”

Taking place every Wednesday at 6pm GMT (7pm CET, 10am PST) these fantastic business conversations are always insightful and topical, delivering trusted insight on spa-related topics to our growing audience of spa, wellness and beauty professionals  around the world.

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