• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    A Conversation with the Responsible Flushing Alliance

    Nice-Pak Meets Consumer Demands

    Wipes Manufacturers Meet Demand Surge

    Home Care Wipes: Sustainability in Sharper Focus as Cleaning Frenzy Simmers Following Pandemic

    Formulating with Alternatives In Personal Care Products
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    P&G Emphasizes Small Actions at Home To Be More Sustainable

    L'Oréal's Sales Jump on Gains in China and E-Commerce

    PCPC Virtual Summit Features Legal & Regulatory Conference

    Biolage Unveils ColorBalm Hair Conditioners With Hair Color Benefits

    HCPA Opens Registration for New Horizons Cleaning Industry Conference
    Blog
    Online Exclusives
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    17. Groupe Rocher

    19. LG Household Health Care

    43. Sundial Brands

    28. Godrej

    4. Kao
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    L'Oréal's Sales Jump on Gains in China and E-Commerce

    Reckitt Seeks Germ-Killing Innovations

    Mariano Puig Planas Dies at 93

    Videobite: Innospec's Answer to the 1,4-Dioxane Problem

    BASF Increases Price of Kaolin
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    P&G Emphasizes Small Actions at Home To Be More Sustainable

    L'Oréal's Sales Jump on Gains in China and E-Commerce

    Reckitt Seeks Germ-Killing Innovations

    PCPC Virtual Summit Features Legal & Regulatory Conference

    Biolage Unveils ColorBalm Hair Conditioners With Hair Color Benefits
    Lab Equipment
    Mixing
    Packaging
    Testing

    Admix Appoints COO to Advance Manufacturing, Supply Chain & Regulatory Compliance

    Tesco Eliminates Plastic Bags from Online Orders

    Hourglass To Launch Sustainable Cosmetics Line

    Carbon Data for Personal Care Labels

    L’Oréal Hong Kong Launches Cross-Brand Recycling Program
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    Praan Naturals

    QRS (Quality Resourcing Services)

    Ashland

    Lubrizol Life Science

    LipoTrue Inc.
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Videos
    • Podcasts
    • eBook
    • Infographics
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Online Exclusives

    Erno Laszlo's Shiny New Year

    CMO Kristy Watson details the company's sustainability, NPD and empowerment plans.

    Erno Laszlo
    Erno Laszlo
    These are a few of Kristy's favorite things!
    Erno Laszlo
    Kristy Watson
    Related CONTENT
    • Erno Laszlo Debuts 'Clean Promise'
    • Sephora.com Adds Proactiv Products
    • A Scent Journey with NaturaBrasil
    • Up & Coming in the Beauty Biz
    • Mood Booster
    Tom Branna, Editorial Director12.21.18
    Erno Laszlo Chief Marketing Officer Kristy Watson has a rich history in the consumer product business. Before joining Erno Laszlo, Watson was SVP-marketing at Ippolita, the jewerly company, where she led the strategy for all marketing initiatives companywide and was responsible for the day-to-day procedures and management of the brand’s website, launching Ippolita's direct to consumer channel.
     
     
    Prior to joining Ippolita, Watson served as the director of marketing and e-commerce at Yummie Tummie by Heather Thomson. During this time, she ushered in a period of accelerated sales growth at the activewear maker. Watson managed marketing for the brand domestically and globally, as well as the website. She provided creative direction and produced both fashion and Home Shopping Network (HSN) shows annually, and leveraged the brand’s founder on the Real Housewives of New York.
     
     
    Having begun her career on the West Coast, Watson spent several years in San Diego before she called New York City her home. As the marketing manager of Upper Deck, the trading card company, she led the global launch of the Yu-Gi-Oh! a popular Japanese manga series that she brought to life in a trading card game. It was in this position that Watson established a strong connection to the Asian market and experience with an international consumer base.
     
     
    Watson began her career with Erno Laszlo as a consultant in October of 2014. She tells Happi that she loved the brand so much, "I became the CMO the following spring and have enjoyed so much about it the past four years." 
     
     
    Watson notes that she has been very fortunate in her career and some of the choices she's made; having worked in multiple industries: sports, publishing, fashion, luxury jewelry and now skin care.
     
     
    "Starting out as an accountant really helped me understand numbers and moving then into a b2b marketing role helped me understand how to position a brand and sell," she recalled. "Diving into direct to consumer and digital marketing has prepared me for what I do today. CMOs wear a lot of hats. But the most important thing is to understand the customer. All of my jobs have been fast paced, dynamic and very much about the emotional connection with a customer."
     
     
    Watson took time to speak with Happi on a variety of issues, sustainability, new markets and even how to sooth one's soul!   
     
     
     
    What is EL’s definition of green and sustainable? What goals have been set for 2020, how far along have you gotten and what still needs to be done?
    Since 2007, well before I joined Erno Laszlo, we set out 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. We have a three-pronged approach. Our office and culture, our packaging and supply chain and our product formulations. By 2020, we want to have our entire range of products checked off using the Sephora clean list and packaged in recycled jars and bottles. Our end goal is to minimize what we put in a landfill. We really listen to the Millennials in our office and the world around us. 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.
       
     
    What’s driving growth in North America? Is it new positioning, new products, both?
    Retailing in North America as you know has taken on a life of its own. Online, offline, experience marketing, Amazon, pop-ups and so many factors are shaping the way brands grow. We believe in placing the product where the consumer wants to shop. Two years ago, we changed the rule book internally. We stopped selling products and started selling solutions. Our goal is to enhance our customer's life by adding value. So all of our efforts are around solving a problem and not selling a product. Our offline strategy is all driven by events. We pop-up in many scenarios and create an experience for the customer to enhance her life. Our online strategy is all driven by education and solutions. We have trained our teams to add value and not sell. So far, the consumer has enjoyed this shift and we continue to build more and more value into her everyday life. 
     
     
    Why the pivot to Asia? How can Erno Laszlo transition its products and messaging to Asian consumers?
    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" moment once the team explained to him that our core customer at this door was Asian and that they had been the core for many, many years. Of course learning this, the pivot was a must. We didn’t have to transition anything. When you spend some time at our counter in Vancouver or any of our counters or stores in Asia you are quickly immersed in the universal response “Erno Laszlo gives me great results.” Our products have taken on a life of their own in these markets and it’s all consumer generated, not marketing led. They have nicknamed our top 5, continue to share on all of their social channels and the momentum continues to evolve our story and awareness. Marketing is secondary; consumer reviews and response is primary. 
     
     
    Why does the brand have such resonance with Asian consumers?
    They love that they get great results. This is the No. 1 consideration. If we do nothing else, we have to continue to give them products that solve their skin concerns. We spend quite a bit of time working in-market to make sure we get this right. We are definitely a New York brand, but that doesn’t keep us grounded to only the New York way of thinking, we love learning more in-market to deliver what they want. They also love our deep, rich heritage;  Marilyn Monroe, Jackie O, Audrey Hepburn, our customers hold these great beauties in high regard and love the stories they learn about their experiences with Dr. Erno Laszlo during their time with the brand. It’s fun to be associated with such legendary, powerful women.  
     
     
    Success in the Asian market requires an understanding of the nuances. How have you navigated this in your marketing?
    You are so right, the Asia market is changing faster than the US and much faster than Europe. Our motto is, ”The best way to keep in touch is to be there and spend time in the region.” We also have a wonderful team in Shanghai, Hong Kong and Singapore; we spend a lot of time listening and learning from them. This past year, we did a deep dive into our customers in Asia and North America to truly understand their desires and needs. I know people say this a lot, but we think globally and act locally. We empower our teams in-market to lead the customer down an amazing journey with our brand and add value to their lives in a way that brings a lot of meaning. So far we have seen a lot of great synergies and a winning strategy with this approach.  
     
     
    What new product for 2019 are you most excited about and why?
    I love this question, and I love product!  We are launching quite a few so it will be hard for me to pick just one—so I will talk about two.  Our Clay Cleansing mask is a game changer. It’s a hydrating, pore refining mask that will detox but leave skin supple. I have pores on the larger side, so I am a sucker for anything that will detox them and make them appear smaller. I also am a sucker for hydration. Us over 40 gals need hydration, so that’s my  No. 1 consideration. You give me clay mixed with some detox and hydration, I’m in! This will hit the market in February. And it’s pink, so its perfect for the season of love! The other one I am testing right now, that will launch at the end of 2019 is our AHA Serum. I’m obsessed. I used it one time and saw instant results in the morning. The ingredient story is right up my alley, rich in fruit acids like pineapple and citrus with hydrating goji berry extract. We don’t have anything like it in our range, so it’s exciting to have something so new.   Stay tuned—you won’t want to miss them!
     
     
    Do these new products address an unmet need?
    I think for the Erno Laszlo customer they do. Both are new we have nothing like them in our range. 
     
     
    Tell us about the self-image improvement initiative? What does it entail and why did you start it?
    It actually was not started by us. It was started 91 years ago by our founder, Dr. Erno Laszlo. The company he created has been empowering women since 1927 when he started the brand. We have quotes from Marilyn Monroe such as, “Dr. Erno Laszlo not only soothes my skin, he soothes my soul.”
     
    He was very much into making women shine and come into their own confidence with the power of beautiful skin. Today, our brand has not changed much and women empowerment is bolder than ever. We just started the mantra a bit sooner than others, but believe in it more now than ever. We are in the middle of a partnership with WIN (Women in Need), a New York City shelter that provides shelter for women. We also are working on some fun programs for 2019 that will start to roll-out to get this message out to a wider audience. 
     
     
     
     
    Related Searches
    • continue
    • stores
    • singapore
    • sales
    Related Knowledge Center
    • Actives
    • Functional Ingredients
    • Skin Care
    Suggested For You
    Erno Laszlo Debuts Erno Laszlo Debuts 'Clean Promise'
    Sephora.com Adds Proactiv Products Sephora.com Adds Proactiv Products
    A Scent Journey with NaturaBrasil A Scent Journey with NaturaBrasil
    Up & Coming  in the Beauty Biz Up & Coming in the Beauty Biz
    Mood Booster Mood Booster
    A Fresh Take on Cleansing A Fresh Take on Cleansing
    High Ratings  High Ratings
    New Beauty Showcase New Beauty Showcase
    Sephora Sephora's New Co-Developed K-Beauty Brand
    In The Know In The Know
    ABBA-Solutely Successful ABBA-Solutely Successful
    Volition Debuts Snow  Mushroom Serum Volition Debuts Snow Mushroom Serum
    In the Mood In the Mood
    Volition Debuts Snow Mushroom Serum Volition Debuts Snow Mushroom Serum
    Inside Story Inside Story

    Related Online Exclusives

    • Actives | Disinfectants | Functional Ingredients | Household Cleaning | Laundry Care | Surfactants
      Reckitt Seeks Germ-Killing Innovations

      Reckitt Seeks Germ-Killing Innovations

      Teams up with Halo to accelerate new product development.
      Tom Branna, Editorial Director 04.15.21

    • Color Cosmetics | Hair Care | Skin Care
      Purpose Helps Shape The Sustainability Journey in Clean Beauty

      Purpose Helps Shape The Sustainability Journey in Clean Beauty

      Like-minded brands discuss ingredient sourcing, sustainable packaging and more at Hairstory’s Sustainable Beauty Summit.
      Christine Esposito, Managing Editor 04.13.21

    • Functional Ingredients | Personal Cleansers
      Kao Promotes Hand Washing

      Kao Promotes Hand Washing

      Hygiene compliance is waning, even as COVID-19 cases are climbing in parts of the world. Through its MyKirei brand, Kao and TerraCycle are out to change that.
      Tom Branna, Editorial Director 04.11.21


    • AP/Deo | Hair Care | Skin Care
      European Wax Center Tackles the ‘Between’ Routine

      European Wax Center Tackles the ‘Between’ Routine

      Waxing franchise expands its at-home collection with new and reformulated products that enhance its services.
      Christine Esposito, Managing Editor 04.09.21

    • Functional Ingredients | Personal Cleansers | Surfactants
      A Return to Castile Soap?

      A Return to Castile Soap?

      A vegetable oil-based soap with an 80-year history of safety is a low-cost replacement for sulfated alcohols.
      Tom Schoenberg , Personal Care Consultant 04.04.21

    • Functional Ingredients | Skin Care
      Stress Relief

      Stress Relief

      Nerves are on edge due to the pandemic, but Blossom & Stone’s CBD oil can help take the edge off.
      Tom Branna, Editorial Director 03.28.21


    • Actives | Color Cosmetics | Functional Ingredients
      Is It Better to Formulate Cosmetics with Natural Ingredients?

      Is It Better to Formulate Cosmetics with Natural Ingredients?

      Two experts weigh in on the debate between natural and synthetic ingredients.
      Charles Sternberg, Assistant Editor 03.24.21

    • Actives | Functional Ingredients | Hair Care | Personal Cleansers | Skin Care
      Protect the Cosmetic Supply Chain from Climate Change

      Protect the Cosmetic Supply Chain from Climate Change

      Integrated dual sourcing creates a climate change-proof supply chain that protects cosmetic manufacturers, says Sebastien Massard, Vantage Personal Care.
      Sebastien Massard, Vantage Personal Care 03.18.21

    • Personal Cleansers | Skin Care
      Boxes of Beauty & Wellness for Women Battling Cancer

      Boxes of Beauty & Wellness for Women Battling Cancer

      Chicago nonprofit organization founded by 28-year old Ashleigh Cortes helps women feel beautiful during the hard times of cancer treatment.
      Christine Esposito, Managing Editor 03.15.21


    • Functional Ingredients | Household Cleaning | Laundry Care | Surfactants
      P&G

      P&G's Supply Chain Strategies

      Procter & Gamble and Brenntag North America executives provide details on the lessons they’ve learned during the COVID-19 pandemic.
      Tom Branna , Editorial Director 03.11.21

    • Functional Ingredients | Hair Care | Surfactants
      American Crew Expands Hair Care Range

      American Crew Expands Hair Care Range

      Rolls out an enhanced lineup of shampoos and a conditioner for men.
      Tom Branna, Editorial Director 03.08.21

    • Household Cleaning | Personal Cleansers | Skin Care
      Pandemic Lifts Cleaning & Personal Care Sales in 2020

      Pandemic Lifts Cleaning & Personal Care Sales in 2020

      IRI/BCG’s Growth Leaders report shows COVID-10 shifts helped CPG industry grow 10.4%.
      Christine Esposito, Managing Editor 03.05.21


    • Color Cosmetics | Hair Care | Skin Care
      L’Oréal’s Committed to Sustainability, Green Chemistry & Circular Economy

      L’Oréal’s Committed to Sustainability, Green Chemistry & Circular Economy

      World’s biggest beauty company highlights innovation at first Transparency Summit.
      Christine Esposito, Managing Editor 03.05.21

    • Packaging | Packaging | Skin Care
      A Tube Ready for Prime Time

      A Tube Ready for Prime Time

      Certified B Corp company Eco Lips unveils a sustainable lip balm tube made entirely from plants.
      Christine Esposito, Managing Editor 03.02.21

    • Skin Care
      Shelf Present

      Shelf Present

      Paula’s Choice has entered Sephora–the biggest retail expansion to date for this digital-first skin care brand that's been growing since its debut in 1995.
      Christine Esposito, Managing Editor 02.26.21

    Trending
    • Sunscreen On The Spot
    • BASF Increases Price Of Kaolin
    • Henkel Appoints New EVP Of Beauty Care
    • Neutrogena Takes Action On Skin Health Disparities
    • Top Trending Skin Care Products Of 2021
    Breaking News
    • P&G Emphasizes Small Actions at Home To Be More Sustainable
    • L'Oréal's Sales Jump on Gains in China and E-Commerce
    • PCPC Virtual Summit Features Legal & Regulatory Conference
    • Biolage Unveils ColorBalm Hair Conditioners With Hair Color Benefits
    • New Synthetic Biology Coalition Formed in US
    View Breaking News >
    CURRENT ISSUE

    Household & Personal Care Wipes Spring 2021

    • A Conversation with the Responsible Flushing Alliance
    • Nice-Pak Meets Consumer Demands
    • Wipes Manufacturers Meet Demand Surge
    • Home Care Wipes: Sustainability in Sharper Focus as Cleaning Frenzy Simmers Following Pandemic
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    AstaReal Astaxanthin Ingredient Receives U.S. Patent Approval
    Study on Kemin’s DailyZz Botanical Blend Uncovers Sleep Quality, Next-Day Performance Benefits
    FDA’s Dr. Cara Welch Opening Speaker at the 9th AHPA Botanical Congress
    Coatings World

    Latest Breaking News From Coatings World

    Jebsen & Jessen, Innospec Sign Distribution Agreement
    IGL Coatings Announces Partnership in Finland
    Axalta Schedules 1Q 2021 Earnings Conference Call
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Iterative Scopes Announces IBD-Focused Scientific Advisory Board
    Vicarious Surgical, D8 Holdings Corp. Combine Operations in $1.1 Billion Deal
    FDA Grants De Novo Clearance to Medtronic’s GI Genius Model
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Bristol Myers Squibb Expands at Cambridge Crossing
    Amgen Completes Five Prime Acquisition
    Sartorius Expands in the UK
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Former L’Oréal Exec Joins Glossier
    Lancôme Reveals New Global Sustainability Program
    First-Ever Skincare Line Focuses on Iron To Prevent Aging
    Happi

    Latest Breaking News From Happi

    P&G Emphasizes Small Actions at Home To Be More Sustainable
    L'Oréal's Sales Jump on Gains in China and E-Commerce
    PCPC Virtual Summit Features Legal & Regulatory Conference
    Ink World

    Latest Breaking News From Ink World

    Kumon North America Adds Speedmaster XL 106 from Heidelberg
    SE-DA Invests in Kornit Presto S
    Acrylic Resins Market Worth $21.9 Billion by 2025: MarketsandMarkets
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    TLMI reveals Eugene Singer Award winners at Virtual Spring Summit
    Monadnock Paper Mills joins SGP
    ACTEGA helps converter reach sustainability goals
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Albaad to Add Natural-Based Line in Israel
    First Quality to Discontinue Tampon Operations
    Jessup Installs New Era Coating and Laminating Line
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    BioMagnetic Sciences Names President and CEO
    Mainstay Medical Launches ReActiv8 in Australia
    Biogennix Rolls Out Agilon Strip Bone Graft
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Virtual ASMC 2021 Spotlights Advanced Semiconductor Manufacturing Excellence
    LG Display Cuts Down CO2-eq Emissions by 3 Million Tons in 2020
    European Commission's Innovation Radar Acknowledges 3 ARMOR Innovations

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login