Giving a Beauty Brand a Facelift

Did you know that the average adult has approximately 21 square feet of skin? That’s a lot of surface area to take care of — and that’s why PCA SKIN is at the forefront of developing highly effective professional skincare treatments and daily care products. Founded in Scottsdale in 1990 by an esthetician and developed by a dermatologist, PCA SKIN has seen a lot of changes through nearly three decades. Most notably, in January of 2018, the company was acquired by Colgate Palmolive. “Colgate has a great reputation for innovation, science, and clinical research,” says Josh DeBlasio, VP of sales. “So, there’s a lot more of that going on at PCA SKIN than ever now that we have access to Colgate resources. For example, they have a skin health lab where they conduct clinical studies and design innovations.”

MORE THAN SKIN DEEP
“There are two sides to PCA SKIN’s business: the first is selling professional products to licensed skincare experts — such as dermatologists, plastic surgeons, medspas, and estheticians — so they can administer such treatments as chemical peels, therapeutic masks, and advanced facials to clients and patients in their individual practices. The second is a retail line of daily care products for use at home, including cleansers, moisturizers, SPF lotions, retinols, antioxidants, and serums. These products won’t be found in mass market grocery stores or drug stores, and are only available on the company’s website or in professional settings. But it’s truly the science that goes into each of these product lines that differentiates PCA SKIN from others in the marketplace.

“It’s important to stay on cutting edge from an ingredients and technology standpoint,” explains DeBlasio. “As the trends in professional skincare are rapidly changing, we are constantly launching new products and rapidly reformulating older ones. We pride ourselves on using the newest, safest and most efficacious ingredients available.” When it comes to corrective skincare, it’s all about the results — and PCA SKIN’s speak for themselves. As the worldwide leader in chemical peels, PCA SKIN delivers over 1.5 million peels globally each year. The company also hangs its hat on producing clean products, that are free of synthetic fragrances, dyes, parabens and animal testing. “Most companies have either a robust line of professional treatments or a robust line of homecare,” says DeBlasio. “We offer both, and our vigorous pipeline of innovation is all thanks to our in-house R&D, led by our organic chemist, Dr. Ivana Veljkovic.”

SALES REPS PUTTING SOME SKIN IN THE GAME
In January of 2019, PCA SKIN partnered with Prisma to find a solution for the bottleneck surrounding its customized marketing materials, including business cards, sales materials, and patient-facing materials for doctor’s and medspa offices, such as easels, flyers and posters. “In today’s day and age, the more customized marketing materials are, the more impactful they are,” says DeBlasio. “But every time we needed something customized, we had to go to a person in marketing and manually do it. Sometimes, the volume of orders meant long wait times. We needed a better way for our sales force to customize everything they need to do their jobs most efficiently.”

Prisma’s dokshop portal now allows the sales reps to make customizations themselves, which saves both time and energy. Plus, DeBlasio says the price point is good, and the standardization mixed with the customization makes it more turnkey for their operations. “It’s also nice that Prisma is local,” he says. “Any time you can have a personal touch, instead of doing everything over phone and email, it’s better. Prisma reps even attended our national sales meeting, to present dokshop and answer any questions. They are always very willing to help, and we greatly appreciate their high level of responsiveness and professionalism.”

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