Ep 24: Jory Luster & Resa Luster, Luster Products, Inc - Evolving With Shifting Times
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Building a multi-generational business takes intentionality and an unrelenting vision.
In today’s episode, I chatted with Jory Luster, President and CEO of Luster Products, Inc., the world’s leading African-American-owned manufacturer of premium personal care products and Resa Luster, Senior Brand Manager of Luster’s Pink. If you’ve been around for the last sixty-five years, I am almost certain that you’ve heard of Luster’s Pink Lotion! It was a staple hair product for me while growing up in the Bahamas. It is amazing to see that they have lasted for three generations! Sixty-five years later and still going strong.
We talked about the brand’s journey and Jory and Resa Luster’s individual journeys as the brand evolved. We also deep-dived into the roles they play to keep the family legacy alive. Luster Products was founded by Jory’s late father, Fred Luster, and Jory grew up in the business. He started out at the age of nine doing everything from labeling products to loading the delivery trucks. This experience instilled several values in him and these values have been the framework for the continued success of the company.
Resa’s path into the family business started with an internship in college that led to a full-time job offer after graduation. Throughout the episode, she shares their family values and how it has kept the brand relevant through the years. Luster Products Inc, is not only a family-owned business, it is a family-spirited business that prioritizes taking good care of its team.
One of the secrets to the success of Luster Products is a dedication to going to extreme lengths to engage consumers and meet their needs. From focus groups to investing in other forms of research, the Luster family does not cut corners to give consumers what they want and need.
Jory attributes the longevity of the brand to finding opportunities amidst change. When his father started the business, the majority of Black people were interested in products to chemically straighten their hair, then the natural hair movement grew, evolving the Luster Products business.
Jory and Resa’s insights on this episode are filled with valuable tips for running a multigenerational business without the drama. Luster Products, Inc is a prime example that family and business can mix as long as respect and business goal alignment exist.
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About Jory Luster:
Jory Luster is President and CEO of Luster Products, Inc. In this role, he is responsible for the overall performance of the company. Prior to assuming his current role in 1991, Jory was Vice President. In this capacity, he directed the company’s sales and marketing efforts. He was responsible for expanding the retail and professional divisions of the company, which resulted in increased sales and enhanced product awareness. He also developed an international division and set up operations in Europe, Africa, and the Caribbean.
About Resa Luster:
Resa B. Luster is a Senior Brand Managerat Luster Products, Inc. where she leads the Luster’s Pink brand. As a third-generation Luster and the granddaughter of Luster Product’s founder Fred Luster, Sr., it’s safe to say that Resa grew up living and breathing all things beauty and haircare. From an early age, Resa knew that she wanted to join the family business. She honed her work ethic and business prowess by first watching her grandfather and then father Jory Luster, uncle Fred Luster, Jr., and aunt Sonja Luster-Munis, run and grow the business during visits to the Luster Products, Inc.
As Senior Brand Manager of the Luster’s Pink brand, she has proven herself as a beauty executive and has demonstrated that she too shares the Luster’s entrepreneurial gene. In 2016, after noticing a gap in the market, she successfully led the launch of the Luster’s Pink Kids collection, which can now be found on the shelves of Walmart, SallyBeauty, Dollar General, Fred’s, and beauty and barber supply stores nationwide. Resa’s overall goal and purpose are to continue to grow the Luster’s Pink brand and subbrands, which include the Pink Kids and Shea Butter Coconut Oil collections, both domestically and globally. And to continue to participate in local and national initiatives that benefit African American communities.
To connect further with Luster Products Inc.:
Visit the Luster Products website: https://lusterproducts.com
Follow Luster Products on Instagram: https://www.instagram.com/lusterspink/
Follow Luster Products on Twitter: https://twitter.com/LustersPINK
Follow Luster Products on Facebook: https://www.facebook.com/lusterproducts/
Follow Luster Products on Ticktock: https://www.tiktok.com/@lusterspink
Follow Resa on Instagram: https://www.instagram.com/resabluster/
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Watch the full interview on Youtube: https://youtu.be/Fimrh6D4VTw