Skincare brand Elemis has opened the Birmingham Academy of Excellence in the Midlands city.

The training centre teaches technology, hands-on treatments, understanding the strengths of great actives and formulation, knowledge of consultation, client retention and closing of a sale – all tools necessary to running a profitable business.

“We are delighted to open the doors to your network of therapists to train them to the highest standard,” said Noella Gabriel, managing director of Elemis.

“The heartbeat of Elemis has always been education. After 25 years, it’s incredibly important that our delegates are brought into an environment that represents the complete journey of the Elemis brand to its fullest. To be immersed in that environment is key to enabling our delegates to fall in love with the brand.”

Taking cues from the Elemis journey, brand pillars and The House of Elemis, the Elemis Academy of Excellence immerses trainees in the Elemis DNA and ensures attendees leave the training fully embracing their role as an Elemis ambassador, advocate and brand custodian with full accreditation, the company said.