Executive Credit: Charles Denton, Executive Chairman, Erno Laszlo
Waitlist Worthiness: A younger clientele will appreciate the mix and match approach to addressing individual complexion concerns. This next generation of botanical-rich double cleansers, featuring two-step rituals, is designed to be fully customizable for a truly personalized regimen.
The Launch: To engage a new customer the brand is introducing brightly color-coded packaging, with easier navigation and a more playful tone of voice. It’s also adjusted pricing to be more accessible to a first-time customer. These actions look to ensure a wider distribution and greater visibility in specialty retailers and online. The brand has eight global concerns and will launch the Bespoke Cleansing Duo’s across five of these, this fall and again in early spring.
Marketing Plan: The brand is shifting the role of its website ErnoLaszlo.com from being commercially focused to personality driven. There will be a new play and learn page with a skin personality tool and fun ‘how-to videos’. To identify new fans the brand is partnering with Influenster and Preen.me. And, in a departure with previous initiatives, it’s shifting more into moving image, and has new and extensive sampling programs with Sephora and Birchbox.
Get It: The Bespoke Cleansing collections can be found at The Institute at Erno Laszlo, Nordstrom, Holt Renfrew, Sephora.com, Net-a-Porter.com and ErnoLaszlo.com in September. Travel sizes will retail for $28 for each two-step ritual. Full sizes will retail from $38 for the Cleansing Bar to $58 for the Cleansing Oil.