Dermalogica is a Unilever-owned skin care brand focused on enlightened skin health. The products are only available from qualified partner resellers, all of whom are skin care professionals trained at the International Dermal Institute.
With 100,000 partners around the world, but lacking a true community, Dermalogica was not tapping into the potential of their partners. Partners needed a place to connect and get information from Headquarters. They tried Facebook groups and email platforms, but struggled to communicate with so many different roles, divisions and information needs. One-size-fits-all communication wouldn’t scale. And they lacked the data to understand the impact of their messaging and if partners were engaging or even reading the messages.
Dermalogica needed a way to streamline and personalize communication, and to build a strong community where partners felt comfortable sharing experiences with each other. So they enlisted the help of Mobilize after a stroke of inspiration at an executive retreat. The executive team knew they needed something different - something like what they had seen at Silicon Valley tech companies. So, Dermalogica CEO Aurelian Lis visited Mobilize with his team. During the visit, they built a community strategy together with Mobilize, and got the Dermalogica community up and running in just a few weeks.
Six months in, the community has exploded. “ROI has definitely been very high,” says Angela Taylor, Dermalogica's Education Director. “In a number of areas…”
Focus: Mobilize opened the door for Dermalogica partners to learn, connect and establish groups based on targeted need and focus on what matters.
Dialogue: Dermalogica engages partners in a two-way communication model and can track that engagement.
Simplicity: The ease of use, fun features, and email, web and mobile options worked well for the broad range of skills and international audience and has driven broad adoption.
Targeting: The member database and outreach center make it easy to find and connect with people. What’s more, Dermalogica’s communications are now two-sided. Community members are able to reply to outreach directly via email and continue the conversation between each other through community posts, replies, and private chats.
Getting a Pulse: Polls have turned out to be a great way to understand how the community is feeling and make changes quickly.
Planning: Scheduling posts to be delivered at the right time was critical for an international audience.
Communications have become multi-directional, with community members actively creating, replying, and clicking on posts. Dermalogica’s community far exceeds typical 90-9-1 community engagement metrics (and even further over their previous attempts), as 39% of members reply to posts, 33% vote on polls and 31% participate in private conversations.
In addition, Dermalogica’s choice to establish groups based on verticals has been especially effective, with 97% of community members joining a second group beyond the parent community. These numbers indicate a high level of connection between community members, and Dermalogica’s successful strategy and implementation with Mobilize.
“Mobilize allows us to be more agile as a global organization. Our therapists and employees can collaborate easily and quickly.” - Aurelian Lis, CEO, Dermalogica