Enrico Frezza has a need for speed – be it on the track or in branding.
Peace outside Skin Care, the brand he launched in 2017, has exploded in popularity – it’s no surprise that Frezza has a fondness for quick acceleration.
Frezza was born in Italy from a family of racing car enthusiasts. His father loves the sport, and his brother, Marco, is a professional racer with big wins under the belt, including 1st place at the 2010 International Grand Tourer Open. Frezzo himself got his first go-kart when he was 6 years old (it can hit 90 mph) and hasn’t slowed down since, even though he’s circling a track. racing or driving speeding car of beauty, beautyfastest growing skin care brands. For him, there is no big difference between the two.
“One of the things about racing that I find in the business is the unknown – not knowing what will happen,” he said. “When you are driving, you put on your helmet, race, and hope that everything goes well – that you don’t get hit, or someone doesn’t hit you. The same is true in business. ”
Frezza describes the feeling of going fast as one of sheer excitement, “the rush, when you start the engine, break through at the last second and corner with extreme G-Force,” he says. “It’s all adrenaline.” His brand was also rapidly gaining momentum. According to Peace Out, Sephora in-store sales with Kohl’s were three times higher than originally anticipated, which is also the top acne brand. Although Frezza wouldn’t comment on overall sales, industry sources expect Peace Out to hit $40 million to $50 million in global retail sales this year.
Although the brand started out in the acne arena, it has since moved deeper into the anti-aging arena, first with the launch of the Retinol Eye Stick, which quickly sold out and made a sensation. inspired the creation of the upcoming Retinol Face Stick. International expansion is also on the rise. Peace Out debuted in the UK at Boots and Flannels; in Canada with Holt Renfrew and in Southeast Asia through Sephora, all of which have helped the company drive 90% year-over-year sales growth.
Frezza gave up competing at the age of 17, eventually choosing to pursue an education and career outside of her native Italy. But the agility he developed through competitive driving has done him well in the business. “Given the pandemic, we are transforming consumer shopping habits,” he said, noting that brand strategy has evolved from being digital-first to channel-agnostic. “There is more of a balance between the two,” he said.
The pandemic is by far Frezza’s scariest moment as an entrepreneur. “It was terrifying because we didn’t know if we would survive,” he said of his early days. “We didn’t know that dot-com would pull in store sales, so we built a lot of worst-case scenarios, such as having to let the team go. Thankfully, we didn’t have to do that, and we actually doubled our team.”
When Frezza was 15, he hit a wall in his racing career too – literally. After a tire explosion, Frezza collided with a wall at 240 miles per hour. “Going from that speed to zero in such a short amount of time, your brain moves inside your skull,” he said. “I didn’t faint, but I was really confused for a few minutes and it was very painful.”
However, that was not enough to stop him. It was only after witnessing a fellow of his age break his collarbone and shoulder in an accident that Frezza decided to give up his dream of becoming a Ferrari Formula One driver. (It remains his favorite car to this day.) Still, old habits are hard to die for. “When I first moved to Florida for college, I was caught speeding four times,” laughs the businessman who enjoys driving around his hometown of Lake Tahoe in his Porsche Panamera GTS.. “Now I try to be more moderate with my driving.”
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https://wwd.com/beauty-industry-news/beauty-features/peace-out-enrico-frezza-business-expansion-1234986426/ How Peace Out Skincare’s Enrico Frezza Accelerates Growth – WWD