On Saturday, I swapped my usual stomping ground of beauty expos and brand launches for something a little different: SKINCON, hosted by the Australian Society of Dermal Clinicians.

First up, a big thank you to the ASDC for having me. As someone who’s usually found in the beauty corner of the industry, walking into the dermal world for the day gave me a fresh perspective and honestly? There are a few things we can all learn from each other if we’re brave enough to blur the lines. So, here are four things I noticed that I think the industry, as a collective, can take away from SKINCON.

1. The Power of Experiential Learning

Exhibitors at SKINCON did not mess around. While Beauty Expo Australia recently sparked conversations about the lack of product testers or sampling, SKINCON exhibitors understood their audience.

These clinicians want to touch, test, and trial before they commit to stocking a new brand and trusting it with their results. At SKINCON, goodie bags weren’t just paper brochures; they were stocked with full-sized products. From ZO Skin Health to Advanced Cosmeceuticals and Propaira, brands recognised that the details matter.

As I explained to a few exhibitors, even as a writer, experiencing a product firsthand and how it smells, feels, and applies, even the weight of the packaging, directly influences the words I can craft about it. For clinic owners, this is your reminder that testers and samples aren’t a “nice to have.” They’re what transforms product education from telling into feeling, and that’s what gets your clients buying.

2. Wellness and Dermal Aren’t Enemies

Spoiler: I may have done a little happy dance in my seat during Sally from Skin and Tonic’s keynote. Her message was that weaving wellness into the dermal experience doesn’t water down expertise, it strengthens it, and I am here for itttttt.

By acknowledging the stress condition alongside the skin condition, results go further. As someone who just wrote a story about this very topic, I was thrilled to see this conversation gaining traction in an academic setting.

For salon and clinic owners who already incorporate wellness touches into their treatments, ensure you mention this in the copy on your socials, on your website, and in your menus. This is the stuff that helps clients imagine themselves in your care, and connection is everything.

3. Focus on the Why

Now, I’m not here to hand out Michelin stars for presentations, but one thing struck me: the content was undeniably academic, yet sometimes lacked that core “why.” It reminded me of brands that overload clients with every detail under the sun, when what really lands is clarity. The AIDA model remains my go-to, and one I'm very happy for you to pinch when putting together your next piece of content.

• Attention: Grab them with a headline or hook.

• Interest: Show the benefit or value.

• Desire: Connect it back to their need.

• Action: Tell them what to do next.
  

Whether it’s a stage presentation or your treatment menu, remembering the why is what gets your audience to actually do something with the information.

4. More Fiesta Bowls at Events

End of sentence.

Spending the day at SKINCON reminded me that while beauty and dermal sometimes feel like two separate worlds, there’s so much we can learn from one another. Whether it’s giving clients a chance to experience products in real time, weaving wellness into results-driven care, or simply getting clearer with the “why” behind our message, the lessons translate across every treatment room. At the end of the day, whether you’re holding a laser or a lash wand, the goal is the same: creating trust, connection, and results that keep clients coming back.