After 88 years Erno Laszlo had an evangelical customer base, but they were older and the brand had lost its relevance with a younger crowd. It needed to be reintroduced, all the while not alienating its core users.


Through analysis, in-depth qualitative research and a full brand immersion, Point One Percent carved out a new positioning that was steeped in the brands heritage, but fresh enough to get noticed in the cluttered beauty world.


Rolled out in the fall of ’15 the transition is very much underway. New points of distribution and new retail partnerships have set Erno Laszlo off in the right direction.