Erno Laszlo is aiming to modernize its 92-year-old heritage skin care brand by launching several new initiatives aimed atattracting new consumers. In spring 2019, the brand will unveil its revamped ErnoLaszlo.com platform with new technology designed to enhance the consumer shopping experience. The brand’s social media strategy will also be accelerated, which includes growing its Instagram and Facebook presence, while launching a global WeChat strategy to connect directly with Erno Laszlo customers in China. Additionally, new stand-alone boutiques in Shanghai and New York are set to open in 2019, offering immersive, high-touch experiences for store visitors. Overseeing the brand’s ambitious initiatives is Kristy Watson, Chief Marketing Officer, Erno Laszlo. Since joining the company in 2015, she has led its marketing, creative, sales and ecommerce initiatives, as well as its expansion in the U.S., Canada and Asian markets. Here, CEW Beauty Insider spoke to Kristy about Erno Laszlo’s retail growth plans, digital transformation strategy and how the brand is resonating in China.

Beauty Insider: How has Erno Laszlo taken advantage of digital and social media to reach consumers?


KW: Our strategy changed from offline to online with a digital-first mindset about five years ago. We were late to adopting our social platforms because we had relied on direct one-to-one connections in our department store channels. Now, we drive all of our engagement and product development through a digital lens. We start with crowdsourcing and then strive to deliver on consumer requests. For brand awareness, we tell our story via our social platforms with the help of brand ambassadors, which comes from our loyal fanbase to influencer meet-ups to partnerships to spread our mission. But, at the end of the day, it’s about giving our consumers a voice. No one can tell your story better than the people using and loving your product.

Beauty Insider: There are plans to relaunch the Ernolaszlo.com site. What are some key new features that will be available?


KW: Yes, we are so excited. This has been a long time coming. We will be adding a very human aspect to our site that our consumers will be really able to relate to. We hope to inspire with real in-depth knowledge in skin care, and show the ways consumers can embrace Erno Laszlo as a partner for life. Life is a journey and with our new site, coupled with our social platforms, we want to play a valuable role in theirs. We will also have a better, more responsive shopping experience.

Beauty Insider: In 2014, the brand entered China. How is the brand performing there? What are some of the ways the brand had to adjust its communications and marketing strategies for Chinese consumers?


KW: Shortly after our CEO, Charles Denton, acquired the brand, he toured our counters in North America and quickly realized how much buzz was around our brand in Holt Renfrew, Vancouver. He had an “aha” movement once the team explained to him that our growing consumer at this door was Asian Chinese and that they had been passing the brand down from one generation to the next. Of course, learning this, the pivot was a must. We didn’t have to transition anything. Our products have taken on a life of their own in these markets and it’s all consumer generated, not marketing led. We apply the same approaches in China as we do in the U.S., using key opinion leaders to build awareness and give our loyal fans a voice as they describe through their personal experiences all the reasons to believe in our brand. In the U.S. our consumers check out our rave reviews on Sephora and Amazon, and in China they rely on their WeChat groups or Little Red Book.


Beauty Insider: How has the brand responded to growing consumer trends such as ingredient transparency and sustainability?


KW: Since 2007, well before I joined Erno Laszlo, we created our own clean list as it pertains to formulating products and have used that as a benchmark on all launches. In the past year we have adopted stricter guidelines as set out by Sephora and use that as our latest benchmark. By 2020, we want to have our entire range of products checked off using the Sephora clean list and packaged in more sustainable jars and bottles. Our end goal is to minimize what we put in a landfill. We really listen to our consumers, many of whom are represented by millennials in our offices in New York and Shanghai. To stay relevant and thrive as a brand today, sustainability has to be part of your mission and values. Our team lives by these practices and it matters to them, which means it matters to our consumers and ultimately matters to all of us.


Beauty Insider: What’s next for the brand?

KW: We realize the importance and have heritage in high-touch brick and mortar services and we love the idea of having our consumers come in and immerse themselves in the world of Erno Laszlo. We look forward to opening new Laszlo spaces very soon for consumers to feel and play with our products, and to have experts provide one-on-one consultations and advice. Our first one is slated for June in Shenzhen, China with design inspired by MoMa. This is a project that is very dear to the brand and we can’t wait to share our vision with the world.

Beauty Insider: What are the brand’s financial goals for the next three years?


KW: We’re a privately-held company and therefore don’t publish financials. However, I can say that in the last four years since I joined the company we have seen net revenue grow from $20 million to around $50 million this year. We have very ambitious plans for the next few years both at home and internationally. If we can maintain our momentum there’s no reason why we can’t more than double in size within three years.