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Meet The Woman Behind The Skincare Empire! DERMASCOPE · Honest Esthetician Education

• 0:08
  Hi guys, and welcome to today's podcast.
• 0:10
  We have Amanda.
• 0:11
  She is the owner of Dermascope.
• 0:13
  I'm so excited to meet and chat with you and hear all about what Dermascope is.
• 0:18
  So can you give me a little bit of background of the history of Dermascope?
• 0:23
  Well, first I just wanna say good morning and thank you for having me.
• 0:25
  I'm very excited to be on your podcast.
• 0:28
  So Dermascope is a continuing education trade journal for the aesthetics industry.
• 0:34
  We started back in the 70s and we're actually celebrating our 50th anniversary this year.
• 0:39
  Congratulations.
• 0:40
  Big deal.
• 0:41
  Thank you.
• 0:42
  So we're doing lots of fun, cool stuff to celebrate our anniversary.
• 0:46
  But yeah, in a nutshell, that's what Dermascope is.
• 0:47
  Awesome.
• 0:48
  And so you guys started off as a magazine.
• 0:51
  Have you transitioned into more online exclusively?
• 0:55
  What does it look like right currently?
• 0:57
  Yes.
• 0:58
  So Dermascope actually started as a newsletter back in the 70s for our association.
• 1:04
  Okay.
• 1:05
  And that newsletter grew and grew and grew and it eventually became Dermascope and what it is today.
• 1:10
  So we still print 13 times a year.
• 1:12
  So we print monthly and then we have a special anniversary issue, not anniversary.
• 1:16
  We have a special issue annually that is more about our awards and stuff like that.
• 1:21
  This year we're actually doing an anniversary issue to celebrate our 50th.
• 1:26
  But it is in print.
• 1:27
  We are an international magazine.
• 1:29
  But yes, definitely with the rise of internet and social media, we have gone more digital.
• 1:34
  So our digital presence is growing.
• 1:37
  And we have our website.
• 1:40
  We have our digital magazine.
• 1:41
  We do a podcast, actually.
• 1:44
  We have monthly webinars, all kinds of stuff that we are reaching estheticians on many different platforms.
• 1:50
  Awesome.
• 1:51
  So is it a lot of education-based stuff?
• 1:54
  Yes.
• 1:55
  So pretty much anything that we do with Dermascope, that's the question I always have to ask myself.
• 1:59
  If we're going to start a new platform or if we're going to do anything new in the industry, that is our main goal is to provide continuing education for estheticians.
• 2:08
  So everything that we do, that's our goal.
• 2:11
  And on top of that, we try to keep absolutely everything completely generic because we want estheticians to be able to take the content, to take the education, to take the education,
• 2:19
  It's in the magazine and to be able to put that into practice in their spa, whether they carry a certain brand or not.
• 2:27
  So I think a lot of times whenever you go to branded classes or education that maybe a certain skincare line is putting on.
• 2:36
  that education can sometimes only really work whenever you're using their line or their products.
• 2:41
  Yeah.
• 2:41
  And so that's what we really try to do is keep that content completely generic.
• 2:46
  That way, estheticians can take that and then start to utilize that in their treatment room.
• 2:50
  That's amazing.
• 2:51
  What type of education content is it primarily focused on?
• 2:56
  Is it for estheticians?
• 2:58
  Just what does that entail?
• 3:00
  Yes.
• 3:01
  So we primarily focus on skin health for the estheticians in the treatment rooms.
• 3:08
  We have gone a little bit more medical just within the last few years in terms of we introduced a department into the magazine that's monthly.
• 3:17
  Okay.
• 3:18
  That is more on like medical aesthetics.
• 3:20
  But for the most part, everything that we do is going to be centered on what licensed professionals across the nation can do.
• 3:27
  Okay.
• 3:27
  And is it the latest and greatest?
• 3:30
  Is it just so licensed professionals can learn about new devices?
• 3:35
  What's upcoming?
• 3:35
  What does that look like?
• 3:37
  Yes.
• 3:38
  So Dermascope, we theme each magazine every month.
• 3:42
  So say January might be on acne.
• 3:44
  And so all of the content that's going to be in that issue is going to be talking about acne and all the different aspects of it.
• 3:49
  So every month we'll talk about something different.
• 3:52
  You know, we don't just hit on, you know, skin conditions.
• 3:54
  We'll also talk business and we'll talk equipment and things like that, trends and everything.
• 4:01
  We really like to focus on also ingredients because again,
• 4:04
  If you are looking, say you go to a trade show or say you see a new skincare line that's coming out, it really comes down to the ingredients and the ingredient knowledge that an esthetician has to be able to see what that ingredient is and be able to recognize if it's going to be beneficial or actually a contraindication for their clients.
• 4:23
  Incredible.
• 4:24
  So do you, how do you find providers or upcoming devices to do these topics on?
• 4:31
  Okay.
• 4:31
  So a lot of the content that we put into the magazine, we really rely heavily on the educators in the industry.
• 4:39
  So that could either be educators that are within a certain skincare company or maybe scientific officers in a company, CEOs.
• 4:49
  Then we also really
• 4:51
  rely heavily on practicing licensed estheticians that are actually in the treatment room and that are very knowledge and experienced.
• 4:58
  So we really utilize those people for any type of contributing to the magazine, whether that's in print, whether that's hosting a webinar, or we interview on the podcast, but those are the minds that we pick.
• 5:14
  I love that.
• 5:15
  That's incredible.
• 5:15
  So for somebody that is looking to potentially be
• 5:20
  in your magazine, is this something that somebody can submit for or is it do you guys select certain providers that you find?
• 5:29
  So we actually I was just talking to somebody about this the other day.
• 5:36
  So I've been working in the magazine since I was 15 years old.
• 5:39
  Wow.
• 5:40
  Uh, I've been there for a while.
• 5:42
  Uh, I just remember back then always kind of noticing, I felt like, you know, we're not the only magazine in the industry.
• 5:48
  There's several others and, uh, you know, you always kind of want to find something that makes you a little unique and kind of stand out and something that you provide, you know?
• 5:56
  And I just remember noticing back then that we would really rely heavily on these licensed estheticians.
• 6:04
  we would put actual estheticians on the cover of Dermascope and things like that.
• 6:10
  And so whenever I took over and started to kind of make a few little changes and tweaks with the company, then I really kind of leaned heavily in on that.
• 6:20
  And I really wanted us to be a magazine for estheticians by estheticians.
• 6:25
  And I wanted that to really kind of resonate with, you know,
• 6:28
  everything that we did.
• 6:29
  Yeah.
• 6:30
  And so not only do we utilize estheticians to contribute to the magazine, but we also have awards where we like to really highlight and recognize certain estheticians or certain, I guess, categories.
• 6:42
  So we have like favorite licensed esthetician, favorite medical provider, favorite massage therapist, things like that.
• 6:48
  And then we even started a few years ago, we did a cover contest and that was so much fun.
• 6:54
  We actually did that for our 45th
• 6:56
  45th anniversary as just kind of a fun celebration.
• 6:59
  And we had so much positive feedback from it.
• 7:03
  We decided to start doing it annually.
• 7:04
  So I think this is our fifth.
• 7:07
  This will be our sixth year where we do a cover contest and where we have estheticians that can submit to be on the cover and they have to fill out this whole questionnaire.
• 7:15
  Yeah.
• 7:16
  You know, we go through and we we try to choose somebody that's very unique and has a really great story and has been very successful.
• 7:24
  And, you know, in their practice.
• 7:26
  And then we put them on the cover every December.
• 7:28
  Incredible.
• 7:28
  I love the cover contest.
• 7:30
  That's so fun.
• 7:31
  Now, for the nominees, how does somebody get nominated every year for your awards?
• 7:37
  Okay.
• 7:37
  So our awards are called the Esthetician's Choice Awards.
• 7:41
  Okay.
• 7:43
  This will be the 11th year that we've been doing this.
• 7:46
  Wow.
• 7:48
  It's been a while and it's definitely grown and changed over the years.
• 7:53
  But we have over a hundred different award categories.
• 7:57
  And so it's anything from vitamin C serum or favorite acne cleanser.
• 8:03
  Yeah.
• 8:04
  Anything like that.
• 8:04
  And then we have our professionals where it's the favorite licensed esthetician, favorite, you know, all that kind of stuff.
• 8:10
  So what we do is it starts every August and we just open up on our website and we allow for nominations.
• 8:17
  So anybody that's in the industry can go and submit and nominate either themselves or somebody else in the industry.
• 8:23
  Yeah.
• 8:24
  Then our ACA committee comes together and we finish.
• 8:27
  comb through the thousands and thousands.
• 8:29
  Wow.
• 8:30
  I wanna say 40 or 50,000 over the cross of- Oh my gosh.
• 8:34
  All of these categories.
• 8:37
  So we go through all of those and then we narrow it down to the final four for each category.
• 8:42
  Yeah.
• 8:43
  And then we do the final voting round, which is the whole month of November.
• 8:47
  It's always a huge process on our website.
• 8:50
  And after all the votes are done and everything is finalized, then we print the winners.
• 8:57
  Okay.
• 8:58
  In our special issue that I was talking about, the special annual issue.
• 9:01
  And that comes out every spring.
• 9:02
  So we're actually putting a nice little bow on that magazine next week and sending it off to the printer.
• 9:08
  And so...
• 9:09
  That'll be, yeah, that'll be in mailboxes in a few weeks.
• 9:12
  Wow, that is so fun.
• 9:14
  And then as far as the like magazine goes, do you, you guys release them monthly and how do, can you submit every month for some, like can somebody submit to be on the cover every single month?
• 9:25
  No.
• 9:25
  So we only do the cover annually and that actually starts...
• 9:30
  In April.
• 9:31
  So it'll be from April through, I think June 1st is when we do the submissions for that.
• 9:37
  So it'll be up on the website.
• 9:38
  We'll be blasting it out to our audience and putting it on social media and everything.
• 9:43
  It's one of my favorite things that we do.
• 9:46
  I just love going through the submissions and, you know, just the whole process is, is, is not something that we typically do every month.
• 9:54
  And so it's just like, oh, it's very refreshing.
• 9:56
  And I enjoy that.
• 9:57
  But so, yeah, April through June.
• 10:01
  And, yeah, you just go on the website and it fills out a little, you know, questionnaire.
• 10:05
  And even on the front, we tell everybody, like...
• 10:07
  This is going to take anywhere from 30 minutes to an hour.
• 10:11
  So sit down, grab your coffee, because you're going to be asked some questions.
• 10:15
  A homework assignment.
• 10:16
  Yes.
• 10:16
  Yeah, for sure.
• 10:17
  That's so fun.
• 10:18
  And then as far as the nominees and when you guys release it every single year, is it a longer process?
• 10:24
  How do you guys announce who won?
• 10:27
  Yeah.
• 10:28
  So with the awards, we publish the entire list of winners on our website.
• 10:34
  So that will all, I want to say it's always mid-March that we put that on our website.
• 10:42
  And then that's about the time where the special issue comes out and it hits mailboxes.
• 10:47
  That's where we'll highlight a few of the winners.
• 10:49
  And we really like to focus on the professionals when it comes to the print magazine.
• 10:53
  Yeah.
• 10:54
  Give them each a spread.
• 10:55
  Yes.
• 10:55
  And really highlight and, you know, give them a little bit of time, you know, in print to tell their story and what makes them unique and all that kind of stuff.
• 11:02
  I love that.
• 11:03
  And then as far as your role in the company, what is your primary job in Dermascope?
• 11:08
  What does that look like for you?
• 11:11
  So as the publisher...
• 11:15
  Uh, my job is really just to oversee all of the different departments.
• 11:19
  You know, it takes a lot to, to make a magazine each month.
• 11:21
  You know, we have, you know, editorial team, sales team and, you know, circulations and marketing.
• 11:28
  And so there's all these different departments.
• 11:30
  And so really my job is to kind of check in and make sure that each one is kind of staying on task and looking ahead and making sure our deadlines and things coming up and, you know, that everything's kind of going well.
• 11:41
  going with the flow and going how we need it to go.
• 11:44
  And then really big picture things.
• 11:45
  And so, you know, like whenever we decided to start a podcast or whenever we decided, you know, to start doing our webinars or, you know, we decided to...
• 11:57
  uh have in-house estheticians yeah that's kind of a new thing so anytime we come up with these new ideas it's it's kind of lands on my desk to figure out you know do we want to do it or if i i mean there's there's probably hundreds of ideas that i come up with and i go to my team and i'm like oh guys yes i had this idea last night and they're like no
• 12:17
  No, not at all.
• 12:17
  But yeah, a few of them stick.
• 12:19
  And you know, like I said, that's how we got the podcast and the estheticians and all that kind of stuff.
• 12:23
  That's so fun.
• 12:24
  When does your podcast release?
• 12:25
  Is it weekly?
• 12:26
  Yes, it is.
• 12:27
  It's weekly.
• 12:28
  And this is, I want to say our fifth episode.
• 12:32
  Fourth or fifth season.
• 12:33
  Oh, my goodness.
• 12:34
  So we started off just doing it monthly, you know, once a month.
• 12:37
  And we just thought, well, we'll just dip our toe in the water, you know, and we'll just see if this is going to be something for us.
• 12:43
  But it's really grown into something really cool because the magazine is so, I would say, beautiful.
• 12:50
  Not stiff, but it's very, you know, it's continuing education and it's generic and it's very formal and scientific.
• 12:58
  And I feel like with the podcast, it was our first time to go, no, like, we'll just, you know, take it easy and, you know, relax.
• 13:04
  And we'll talk about, you know, current events and we'll interview people and kind of like look at behind the scenes.
• 13:09
  And, you know, so say...
• 13:12
  somebody, let's just say like Michael with Circadia, writes an article for the magazine.
• 13:17
  He's going to have a very different, I guess, voice in that article than when he comes on the podcast and then he starts talking to us and talks about all that kind of stuff.
• 13:26
  So, yeah, for us, the podcast was just something that we thought, man, this will be a different side to Dermascope.
• 13:31
  You know, just a different way for people to get to know us.
• 13:34
  More personable, a little bit more raw is what I'm hearing.
• 13:37
  Yes.
• 13:38
  Yeah, that's amazing.
• 13:38
  Unfiltered.
• 13:39
  Yes, we love that.
• 13:41
  And then in-house estheticians, that's so cool.
• 13:43
  What does that look like?
• 13:45
  Okay, so we started that, I wanna say in 2019.
• 13:49
  Okay.
• 13:50
  So the idea behind that is, as a magazine, there are all of these skincare brands that want to be featured, just like in any magazine in any industry, right?
• 14:02
  So there'll be these brands that want
• 14:06
  you know, advertising or marketing and they, you know, will you please try out my serum?
• 14:10
  And just, if you love it, just tell everybody that you love it and write a little blurb about it in the magazine and things like that.
• 14:15
  And so that's always been an aspect of Dermascope and something that we, we deal with, not deal with, but yeah, that we deal with.
• 14:23
  And at the end of the day, we are editors and publishers and we're not estheticians, you know?
• 14:32
  And so while we can, you know, take a product and try it at home and give our thoughts and write a little editor's blog or, you know, something like that, we just felt like if we had somebody on staff that was a licensed esthetician that really had the knowledge and, and the, you know,
• 14:50
  knew more of the science behind all of these things, then they could contribute much more than, say, our editorial team could.
• 14:56
  Yeah.
• 14:57
  So that's where the idea of it came up.
• 14:59
  And it's been a blast.
• 15:01
  I've loved it.
• 15:02
  So they come in the office, and it started where we had, we even had a treatment room in our office where we had, you know,
• 15:09
  a bed and a light stem and uh-huh you know so say some company would want us to you know try out this new peel they would have our esthetician come in give us the peel she'd talk about it she'd teach us she'd explain it and then we could both kind of write about about the peel or whatever right
• 15:26
  and from there it kind of also grew to now whenever we get products sent into the office then we just give them to our estheticians yeah they take them they try them for six weeks and then they're the ones that are writing about it they're the ones talking about it a little dangerous sometimes it's definitely in the interviews whenever we interview them for the position we're like
• 15:43
  Do you have sensitized skin?
• 15:44
  Because you will be trying a lot of things.
• 15:46
  You know, yeah.
• 15:48
  Are you willing to go get Botox?
• 15:49
  Are you willing to do this?
• 15:50
  The first like exclusive access.
• 15:52
  That's so fun.
• 15:53
  I love that.
• 15:55
  Wow.
• 15:56
  And how many, like, what does your team look like?
• 15:58
  How big is your team?
• 15:59
  Okay, so, well, with our in-house estheticians, we have three.
• 16:04
  So we have a lead in-house.
• 16:05
  She was actually our first in-house esthetician.
• 16:08
  She's the one who's kind of been along for the ride this whole time.
• 16:11
  And since then, it has grown because it got to be to where there were just too many products for her to be trying.
• 16:17
  You know.
• 16:18
  Your skin can only take so much.
• 16:20
  Yeah, exactly.
• 16:21
  So we did bring on a few others, so now we have three.
• 16:24
  And then as for the magazine, there's just 11 of us.
• 16:28
  So a lot of people are always very surprised by how few people, I guess, seemingly it takes to run a magazine.
• 16:35
  But I also say that at the same time, this is a very well-oiled running machine.
• 16:40
  You know, like I said, we've been doing this since the 70s.
• 16:43
  And so we've kind of got it down to a science.
• 16:45
  You know, we've published...
• 16:46
  I don't even know how many hundreds and hundreds of magazines.
• 16:49
  So yeah, but it's definitely grown over the years.
• 16:51
  You know, we have, you know, say,
• 16:53
  before I took over, you know, back in like 90s, early 2000s, you know, we didn't have like a social media team.
• 16:59
  You know, like we didn't really have like a specific like marketing type person, you know.
• 17:03
  So it's definitely grown and adapted over the years, but yeah, it's a surprisingly smaller team.
• 17:08
  I love that.
• 17:09
  And as far as the, I mean, it seems like you guys have just had so much transformation, so many new ideas.
• 17:16
  How, what is the future of Dermascope look like now?
• 17:20
  So we definitely have come a long way from just being an association from the 70s.
• 17:25
  Yeah.
• 17:26
  I definitely think that since we are in a niche industry, there is a need for print.
• 17:34
  I think that there always still will be some type of need just because we are a more tactile in-person industry.
• 17:42
  industry.
• 17:43
  And so it's definitely, we have actually seen a rise in print, which is surprising since COVID.
• 17:49
  Wow.
• 17:49
  During COVID, obviously it definitely took a dip and our digital, we pushed really heavily into digital.
• 17:56
  But since then we have actually seen an increase in print, but past that a lot of our digital platforms have also been growing.
• 18:02
  Like I said, the podcast that we started, the monthly webinars that we host, things like that.
• 18:07
  And so we're definitely planning on still pushing the envelope in terms of digital and in terms of what platforms that we can offer.
• 18:15
  Yeah.
• 18:15
  And then I think that something else that's really here to stay are in-person events.
• 18:19
  OK.
• 18:20
  So I think that, again, this industry is just very personable.
• 18:24
  And I think that there will always be a need for in-person networking.
• 18:28
  I know that trade shows have been around for years.
• 18:30
  ever.
• 18:31
  And there's always a benefit to that, but I kind of see a shift in the type of events that estheticians are wanting to go to.
• 18:39
  And so Dermascope has been partnering with a lot of different industry trade shows over the years.
• 18:44
  And so we really just want to continue that and push also towards these, these in-person events.
• 18:49
  Amazing.
• 18:49
  You, how often do you guys do in-person events?
• 18:52
  So Dermascope does not host anymore our own events.
• 18:56
  We used to for 30 plus years.
• 18:59
  Yeah.
• 19:01
  But we stopped doing that probably six, seven years ago.
• 19:05
  And we kind of took a shift and we started supporting all the, the other industry events.
• 19:10
  Gotcha.
• 19:10
  There's all kinds from the more, the smaller, you know, just a hundred,
• 19:14
  people gathering in-person events to these large scale, you know, trade shows with the trade show floors and the classes and all that kind of stuff.
• 19:21
  So we partner, I want to say with about seven or eight, maybe even somewhere up there, different trade shows or events to where we have a magazine sent, you know, to where they're in every attendee bag or, you know, the front with all the pub bins and all that kind of stuff.
• 19:35
  What does it look like as far as partners go?
• 19:38
  Like when you go to
• 19:44
  So I would say that really depends on who you ask.
• 19:48
  Okay.
• 19:48
  I think a lot of estheticians, you know, I think that's more of like a personality thing.
• 19:53
  You know, I think a lot of estheticians want in-person events, but they really want to be able to talk to, you know, the Michaels with the circadia.
• 20:02
  And then a lot of people just say, no, I really just want the education and I want the smaller gatherings.
• 20:06
  Yeah.
• 20:07
  So I think that there's a need for all of these different types of events.
• 20:11
  I don't think that, you know, say back in the 90s when everything was just these large scale trade shows.
• 20:15
  Yeah.
• 20:16
  And there were no, you know, smaller events and things like that.
• 20:19
  So as the industry definitely evolves and changes, I think that, you know, there's a niche for everybody.
• 20:25
  Yeah, I agree.
• 20:26
  And I know we talked a little bit off camera.
• 20:28
  There is some crazy history with Dormascope and you being the owner now.
• 20:32
  Can you explain just kind of the stepping stones of what made you the owner today?
• 20:37
  Okay.
• 20:37
  Okay.
• 20:40
  So my parents...
• 20:42
  back in the 80s they were uh married they had just had my older brother they had their own day spa and this was out in the middle of nowhere out in west texas and they had a day spa she was a licensed esthetician and he was a massage therapist and he decided to go back to school to get some type of certificate certification or something like that and he went to a school in
• 21:08
  And that's where he met Ron Renee, who is the founder of Dermascope and our association.
• 21:13
  Yeah.
• 21:13
  And so it was over the course of several years that they just, you know, created a friendship.
• 21:20
  And, you know, my dad started relying and kind of heavily leaning on Ron.
• 21:24
  uh, for, you know, education and mentorship.
• 21:27
  And so it was over the course of a few years, then Ron decided it was kind of time for him to retire.
• 21:32
  And, you know, he had built dermascope and this association, and this was back when, you know, uh, there were separate licensures, you know, for aesthetics and cosmetology.
• 21:41
  And so that had already taken place, but there was still so much growth that needed to happen in the aesthetics industry, you know, and, and separation.
• 21:48
  Yeah.
• 21:48
  from the cosmetologist and, and, you know, of that path.
• 21:52
  And so, yeah, he looked to my dad and said, you know, you would like for him to kind of take the torch and carry it to the next level.
• 22:00
  And so we moved to Dallas probably when I was about three or four.
• 22:05
  And so, yeah, it's pretty much all I've ever known this industry.
• 22:08
  Like I was, I was born and raised in it.
• 22:10
  So I have worked, I was probably 14 when I started working part-time.
• 22:17
  Yeah.
• 22:18
  uh for free by the way yeah my dad looking back now yeah building that worth yeah exactly uh but yeah i would just i would go during the summers even as a little kid i would go like when i was you know seven eight nine actually we were always wanting in the summers to go to work with my dad and go to the office and
• 22:35
  clean the whiteboards and organize, you know, office supplies and all that kind of stuff.
• 22:40
  And I just remember over the years seeing my dad and I just thought he had the coolest job.
• 22:46
  Yeah.
• 22:46
  He'd always be on the phone, which as a little girl, I was like, that sounds amazing.
• 22:50
  And with his feet propped up on the desk and I'm like, who could ask for a better job?
• 22:55
  And so I just remember going to him when I was really, really young and I'm like, I want to do what you do.
• 23:00
  And he's like, do you know what I do?
• 23:01
  And I'm like,
• 23:01
  yes and it looks amazing yeah and so yeah when I was about 14 I started after school and in the summers going up there and I started as the receptionist actually and this was back really I mean there were emails like yeah it was a thing but still like a majority of all of our content came in through the mail and so it was actually my job to
• 23:23
  open the mail, retype these, like, press submissions or these, like, product descriptions or things that, like, companies would send in.
• 23:31
  Yeah.
• 23:31
  And they'd come with, like, you know, the pictures, and we'd have to scan them and send them over to the printer and get them into the magazine and all that kind of stuff.
• 23:37
  So that was my job, you know, in the beginning when I was a teenager.
• 23:41
  But I kind of worked my way up through the editorial department and –
• 23:44
  uh, you know, learned all of the different departments and made sure I had a full grasp and understanding of what it took because, you know, it's really, there's the aspect of making the magazine each month, but then there's the whole business behind it, you know, and.
• 23:59
  So, yeah.
• 24:00
  So you've been able to watch the whole transition and how everything has changed in Dermascope.
• 24:05
  It's so fun.
• 24:05
  I love your story.
• 24:06
  Yes.
• 24:07
  So you're I'm hearing.
• 24:09
  So as far as like spa and I feel like the aesthetic industry has changed to more medical.
• 24:14
  So is that what you guys focus on a little bit more?
• 24:16
  So we've definitely started to include it more in our editorial content.
• 24:21
  And so actually every summer is when we kind of come together as a team and I always call it our creative meetings.
• 24:29
  Yeah.
• 24:29
  But we take about six to eight weeks during the summer and it's whenever we come and we sit down and, and, you know, we always start big picture and we say, Hey, you know, uh,
• 24:38
  what did we love and what did we not so much love, you know, this year and what changes we want to make for next year.
• 24:45
  Okay.
• 24:46
  So that's how we always start our creative meetings.
• 24:48
  And from there we go and we start getting more specific and it's like, okay, now with the magazine and with the editorial content, you know, what are we seeing in terms of trends and what topics and are there certain, you know, is there a rise in, you know,
• 25:00
  social media, you know, or something like that.
• 25:02
  And so we, we decide if we want to either create a specific department for that topic, like medical aesthetics is what we did a few years ago.
• 25:11
  Yeah.
• 25:11
  Uh, when we saw that trend and estheticians kind of pulling a little bit away from the pampering day spa mentality and more into the results driven, uh, skin health and, uh,
• 25:23
  So anyway, so we look at these trends and we look at these things in the industry as a whole.
• 25:27
  And then we decide, you know, do we want to make it a topic that, you know, say we'll discuss it in the January issue and all of our content will be that month?
• 25:35
  Or is it such a topic to where we need to be producing content on this every single month?
• 25:38
  Do we want to include it as a topic on our podcast?
• 25:41
  Or, you know, do we want to host a webinar about it?
• 25:43
  Things like that.
• 25:44
  So that's where I think medical aesthetics that we've really kind of started pushing is that we realize that there are...
• 25:53
  so many estheticians that are wanting to go that route and have a little bit more of a immediate results driven, especially when it comes to equipment and procedures like that.
• 26:03
  And so it's been a couple of years, but, uh, not just in the magazine, but we've also started partnering with a specific, uh, trade show that's actually in Dallas annually.
• 26:13
  Okay.
• 26:14
  And it's a medical aesthetics event.
• 26:15
  And so, yeah, just little things like that where we're, you know, kind of
• 26:19
  pushing that yeah that route like i said it's not that the entire magazine is going more medical but we definitely want to create space to where we can have that conversation with us definitely because there is so much that has changed in the industry i mean it's crazy the amount of people who estheticians who are going the more medical route so i think that's amazing that you guys are evolving with the times and incorporating um for different types you know kind of niches in the
• 26:49
  Who is the, I guess, proper candidate for if you're looking for Dermascope getting the magazine?
• 26:56
  Like, who is this for?
• 26:58
  Okay.
• 26:58
  So our subscriber base is primarily for licensed skincare professionals.
• 27:02
  So if you have a license in this industry, whether you are the receptionist or a practicing esthetician or a manager, whether you work as a soloist or a...
• 27:14
  You're, you know, a lead at a, at a larger spa.
• 27:17
  Anybody that is in this industry and primarily focuses on the skin and the face is, is who we're targeting.
• 27:26
  And where can we find Dermascope?
• 27:29
  So you can subscribe by going to the website.
• 27:33
  And we have a couple of different options where you can become either, you know, a print subscriber or digital.
• 27:41
  You can still be part of our association, become a member.
• 27:44
  So there's a few different levels of of a subscription.
• 27:48
  But yeah.
• 27:48
  you can go to the website awesome well it was so much fun chatting with you today thank you so much for sharing your story i loved hearing all about dermascope um but thank you guys so much for tuning in to today's episode make sure you like comment and subscribe and we will see you in the next video