#346. Tony Lorman, President – EMEIA Pacific at Edgewell Personal Care: Challenger Mentality, Heritage, New Brands, Memory Structures

Tony Lorman is the President – EMEIA Pacific at Edgewell Personal Care, the company behind iconic brands like Hawaiian Tropic, Wilkinson Sword, Bulldog and Wet Ones. In this episode, we say goodbye to summer by evoking childhood memories through the unique scent of an iconic suncream, explore a business built on a mix of heritage and new-generation brands that share a common challenger mindset, and learn how Tony approaches leadership in this context and in today’s environment.

Tune in to hear about:

How scents, memories and distinctive brand assets can turn products like Hawaiian Tropic into enduring symbols of summer
What it means to operate as a challenger across highly competitive categories such as shaving, grooming and sun care
How Edgewell has sharpened its portfolio, including reducing complexity to focus investment behind the brands and products with the strongest right to win
Why challenger brands need to bring retailers something different, from new consumers and stronger margins to greater agility and collaboration
The role of retail media, e-commerce and emerging consumer trends in shaping the next chapter of growth in personal care
Tony’s approach to leadership, culture and engagement. Why listening, relationships and “your network is your net worth” have shaped his career