Nathalie Gerschtein’s impressive career at L’Oréal began even before she graduated from college. Her journey with the company started when she met L’Oréal representatives on campus, where she was drawn to the opportunity to work internationally and explore different cultures and go-to-market strategies. This initial attraction to the beauty industry has kept her engaged and fulfilled for over two decades.
Starting in a brand marketing role for L’Oréal Paris skin care in France, Gerschtein quickly expanded her experience by working across European and Asian markets. This diverse exposure equipped her with a deep understanding of global consumer behavior and market trends. Most notably, she recently made history by becoming the first woman to hold the title of president of the consumer products division at L’Oréal North America, now based in New York City.
Gerschtein’s leadership style combines a mix of experience and intuition. While she values data and analytics, she also emphasizes the importance of trusting one’s intuition and taking calculated risks. This balanced approach has enabled her to identify and support successful trends and products, as well as navigate the ever-evolving shopping habits of mass consumers.
In a recent interview on the Glossy Beauty Podcast, Gerschtein shared insights on her career growth, the future of the mass shopper, and current challenges in the industry. She highlighted the importance of focusing on powering bestsellers rather than rushing new products to market. By leveraging both data-driven insights and her intuition, she has been able to make strategic decisions that have led to significant successes, such as the growth of the Lumi Glotion product in the face portfolio.
Furthermore, Gerschtein discussed the changing landscape of high/low consumer shopping habits in the beauty industry. She emphasized that today’s consumers are becoming increasingly flexible in their purchasing decisions, often blending prestige and mass-market brands in their beauty routines. This shift signifies a more fluid approach to beauty shopping, where individuals prioritize products based on quality and personal preferences rather than solely on price.
Additionally, Gerschtein highlighted L’Oréal’s commitment to supporting and showcasing female athletes as part of their diversity and inclusion initiatives. By partnering with female athletes like Coco Gauff and the Liberty WNBA basketball team, L’Oréal aims to amplify the voices of women in various fields and promote greater representation and diversity. This emphasis on empowering women reflects Gerschtein’s dedication to creating a more inclusive and equitable world.
In conclusion, Nathalie Gerschtein’s illustrious career at L’Oréal exemplifies her passion for the beauty industry, her strategic acumen, and her commitment to driving positive change. Through a combination of experience, intuition, and a deep understanding of consumer behavior, she continues to lead her team to success while championing diversity and empowerment in the beauty world.
