Understated, niche skin care brand forges ahead in China
US skin care brand Erno Laszlo was founded in 1927 by the eponymous Hungarian dermatologist who helped rid a Belgian princess of acne, reduced the facial scars of a Hungarian actress, and was publicly endorsed by Marilyn Monroe, Audrey Hepburn and Jacqueline Kennedy.
But for Charles Denton, the British entrepreneur who took over Erno Laszlo in 2011, the historical brand founded in an era when there was no laser treatment or plastic surgery is thriving in today's global beauty industry, particularly in China.
"Today's Chinese consumer is well educated, well-informed and has the confidence to make independent decisions. Ten years ago, she might have dressed in Chanel from top to toe because she knew it was a safe bet. But now she has grown into a confident consumer who knows all about brands, and favors one if she understands its valuable position," said Denton, chairman and CEO of the New York-headquartered brand.
