Upscale skin care brand Erno Laszlo, which last year underwent a major relaunch, exhibited at last month’s TFWA Asia Pacific show in Singapore. In 2012, the brand appointed Marie-Clothilde Brulé Vice President of International and Travel Retail Sales, having identified the channel as a “great new challenge and expansion opportunity”.
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Erno Laszlo’s famous cleansing system | |
Erno Laszlo was founded in 1927 by the eponymous Hungarian-born medical doctor who fell into dermatology after transforming the complexion of Princess Stephanie of Belgium. By the late 1940s, the Erno Laszlo Institute in New York had a strictly limited membership of 3,000 clients. In 1957 Erno Laszlo preparations were introduced to a wider audience at Saks Fifth Avenue. Laszlo’s philosophy centres around creating tailor-made products specifically formulated to confront the signs of premature ageing, environmental hazards and the stress of a modern lifestyle.
“We’re here [at the Singapore show] because Asia is the most importance place for a skin care brand to be, and we are examining the opportunities in travel retail,” CEO Charles Denton told The Moodie Report. “One of my key objectives is to engage the Asian consumer”¦and the luxury traveller is also very important. We want them to be able to participate in the brand at every opportunity.”
Denton described the Erno Laszlo brand as a sleeping beauty emerging from her slumbers. “The brand is over 80 years old,” he explained, “but it has a fabulous heritage of Hollywood glamour – and very loyal consumers. We have so much going on; it’s a very exciting time for us.”
The brand is reaping the rewards of the buzz and energy generated by the relaunch of its famous NYC Institute, in downtown Soho. The original Institute first opened in 1927, and was favoured by the likes of Marilyn Monroe, Audrey Hepburn, Grace Kelly, Katharine Hepburn, Jackie Kennedy and the Duchess of Windsor.
It is also working hard to capitalise on its burgeoning Asian clientele. “For example, in Holt Renfrew Vancouver, over 85% of our customers are Asian,” Denton revealed. “I attribute that largely to the “˜aunty’ effect, as a new generation of customers and travellers embrace our history though family compliance. We’ve been sold in Hong Kong for 20 years, and have a huge tradition of repeat purchases.”
He continued: “We opened Taiwan just under a year ago, and looking ahead, consider the PRC as the ultimate market.”
Asia aside, Denton’s priorities are to consolidate the brand’s US presence, and focus on its online strategy. “Our e-commerce business grew +94% last quarter; we’d like to do one-third of our sales online,” he confirmed. “We have also devised a strong social media strategy, to strengthen our customer communication.”
In Singapore, Erno Laszlo showcased some of its key heritage products, in addition to special sets, such as the Travel Trio. In addition to its anti-ageing portfolio, the brand is well known for its best-selling “black soap” – the exfoliating Sea Mud Deep Cleansing Bar, often used in conjunction with the Pre-Cleansing Oil.
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