Venerable skin care brand Erno Laszlo, which is named after the Hungarian dermatologist whose heyday was in the Sixties, is aiming for the Web in a big way.
The 81-year-old brand has launched a new e-commerce site, ernolaszlo.com, which is designed to be modern and more navigable to attract a younger audience.
“The old site was for hardcore users, but for new visitors coming on, it was difficult to navigate,” said Kim-Van Dang, a consultant for the New York-based brand. “We blew out the old site and started over.”
The key point of the site is to gauge a user’s skin type (dry, normal, oily) or concern (acne, redness, hydration) then generate a regimen specifically for that consumer. A “My Ritual” link allows site members or registered guest shoppers to view an interactive grid on which to build that regimen — in a time frame billed at less than a minute. Visitors can also shop by product type.
Because products range in price from $38 to $105, a multiproduct regimen could potentially run a few hundred dollars.
In addition to the new site, Erno Laszlo is rolling out three products to about 120 stores, including select Saks Fifth Avenue, Nordstrom, Bergdorf Goodman and Neiman Marcus locations.
The two-item C-Peel Phase 1 and Phase 2 product ($75) includes a citrus scrub with fine micro beads plus an activator designed to be mixed with the scrub for exfoliation.
There are also two new redness products, dubbed Redness Fx. The lotion, $95 for 1 oz., is for oily skin and targets rosacea, while an emollient, $105 for 1 oz., is for drier skin.
All told, the new products and Web site could drive sales of the brand to between $30 million and $40 million in worldwide retail sales volume by yearend, according to estimates by industry sources.
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