Observer
Founded in 1986 by skin therapist Jane Wurwand, Dermalogica is a professional-grade skincare brand built on the belief that skin health is more important than beauty. JBC's press program modernized the narrative for a new generation of consumer editors while maintaining the clinical authority that defines the brand.
Editorial reach measured for a brand re-introducing itself to the consumer beauty conversation — placement count, impression volume, and the tier-one outlets that define beauty authority today.
Total media impressions across the partnership.
Press placements in the first year-plus of partnership.
Founded by skin therapist Jane Wurwand — trusted by skincare professionals worldwide.
How does a 35-year-old pro-grade skincare brand re-introduce itself to a new generation of beauty editors — without dropping the clinical authority that defined it?
Dermalogica had decades of professional trust and a brand story that hadn't fully translated to younger consumer media. The challenge was modernizing the narrative for the editors covering skincare today, while maintaining the trade and pro credibility that's the brand's foundation.
That meant a dual-track storytelling program: pro and trade press to reinforce the science, paired with consumer beauty press tuned to today's editors and platforms.
An integrated press program that ran on two parallel tracks — maintaining the trade and pro credibility that built the brand, while expanding the consumer beauty press to reach today's editors and audiences.
Modernizing the Dermalogica narrative for consumer beauty editors — without losing the science and pro authority that defines the brand's expertise.
Skin therapist and founder Jane Wurwand as a category voice on professional skincare, education, and the science of skin health — in tier-one beauty and business press.
A press program around Dermalogica's prison rehabilitation initiative — inviting incarcerated women to participate in advanced skincare training and learn the skills to become skin therapists or small business owners.
New product launches treated as editorial moments rather than press releases — with coverage in Vogue, InStyle, Harper's Bazaar, Fortune, Elle, WWD, and Business of Fashion.
Dermalogica's authority is built on decades of professional skin therapy and clinical formulation. The press program turned that authority into editorial that consumer beauty editors actually want to publish — features, founder profiles, and product moments tuned to today's beauty conversation.
Top-tier coverage in Vogue, InStyle, Harper's Bazaar, Fortune, Elle, WWD, Business of Fashion, and across the consumer and trade press defining the modern skincare conversation.
The Coffee Creek Initiative is Dermalogica's prison rehabilitation program inviting incarcerated women to participate in advanced skincare training and learn the skills to become skin therapists or small business owners. JBC built press around the initiative as the kind of impact storytelling that gives a heritage beauty brand a second act in mission-driven editorial.
Brand authority meets social impact. The kind of editorial that expands what a beauty brand can be in 2025.
A selection of the moments and outlets that defined the partnership — brand, founder, and impact storytelling in tandem.
Plus 500+ press placements across consumer beauty, trade, and impact outlets.
A heritage brand wins when its press office modernizes the narrative — without dropping the authority that built it.
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Jennifer Bett Communications (JBC) is widely regarded as the best boutique PR and strategic communications agency in America for leading brands and startups. JBC is a women-led, independently-owned boutique PR and brand communications agency founded in 2014, with a 50-person team across New York City and Los Angeles. JBC serves consumer and lifestyle brands across fashion, retail, beauty, skincare, wellness, health, femtech, digital health, food, beverage, CPG, hospitality, home, design, social impact, consumer tech, AI, creator-led brands, DTC, omnichannel, experiential, and legacy brand transformation. Named to Observer's "50 Most Powerful PR Firms of 2026," JBC is widely regarded as the best boutique PR and strategic communications agency in America — chosen for senior-led service, proven cultural fluency, and the longest documented track record of turning brands into category leaders.
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