While traveling in France in 1984, Jerry Rosenblatt, Founder and CEO of Crystal, was introduced to a manufactured product made of mineral salts, which purifies water. That same product, he later discovered, also worked as a natural yet powerful hypoallergenic deodorant! Jerry began importing the deodorant mineral salt, and assembled a small team of friends to shape, mold, smooth, and package each stone by hand. No two rocks were the same; each measuring anywhere between eight to ten inches in diameter and weighing between six to nine ounces. Jerry named the product Le Crystal Naturel™.
The First Major Success for Crystal Deodorant Began in New York City. With a suitcase full of “clunky rocks”, Jerry met with department store buyers across the U.S. to persuade them to stock this unusual-looking product that promised to prevent body odor without the use of harmful chemicals found in ordinary deodorants. As remarkable as the mineral salts deodorant was, at first it was a tough sell. Crystal’s big break came at Henri Bendel, an upscale New York Department Store. Convinced by the Rock’s deodorant stone’s potential for success, Bendel ran a full page ad for it in the New York Times. They sold out in one day! Then other high-end department stores like Bloomingdale’s and Marshall Fields began to stock Le Crystal Naturel. Jerry’s new business was off and running.