Olga Loskutova joined Electrolux Group as Head of Product Line Care last month. She reveals what makes our premium brand AEG’s New FAVORIT dishwasher range so groundbreaking and shares her vision for our fabric and dish care lines.
Hi Olga. Tell us, why did you choose to join Electrolux Group?
I deeply respect Electrolux Group for its strong heritage and signature brands and products. But even more so for its people and culture. I admire the ambition and evolution the company is undergoing, and I am excited to be part of it.
What is your vision for Product Line Care?
Our industry is going through a massive transformation, and its competitive setup is very different from five to 10 years ago.
Cost competitiveness is essential to be in the game and requires an agile, hands-on and entrepreneurial approach to the business. But to win, meaningful and differentiated innovations paired with breaking the clutter of consumer communication are essential. All based on deep consumer knowledge and understanding of what a brand stands for.
Connectivity is a super powerful technology that can enable many consumer innovations and generate value. Every product now includes both physical and digital features seen holistically and interconnected.
The ways of working will continue to evolve, adjusting to the speed and change in the external environment. We need to move fast, be pragmatic and iterative, with clear priorities and a sense of ownership and accountability.
Most importantly, we have everything to win in this environment — an extraordinarily strong heritage, groundbreaking technologies, thoughtfully designed products, brands that are known and beloved by consumers and passionate and knowledgeable people.
Speaking of groundbreaking technologies, can you share more about the New FAVORIT dishwasher range from our premium brand AEG?
The New FAVORIT dishwasher range is a true breakthrough in sustainability and consumer experience.
N is for noise. With “whisper-quiet” cleaning at 37dB, you have the freedom to run your dishwasher any time of the day.
E is for energy. With an energy labeling of A-10%, we’re going beyond today’s highest standard, easing both environmental and household budgets.
W is for water. By using minimal water – as little as 8.4 L per eco cycle – we are preserving one of our planet’s most precious resources.
This “magic triangle,” found in the 9000 series, provides a best-in-class combination of noise, energy and water in one machine. External testing shows 100% clean results without pre-rinse or soaking (even on the toughest lasagna burns)!
And you must try its feel and finish! How smooth and pleasant the overall usage experience! I firmly believe that superb technology should go hand in hand with purposeful and beautiful design so that you actually love using your appliances.
Can you tell us about our sustainability goals for Product Line Care?
The biggest part of an appliance’s environmental impact happens in the home. When we understand our consumers’ habits and attitudes towards fabric and dish care, we can better guide consumers to easily lessen their water, energy and detergent usage.
Partnering with the 50L Home Coalition has given us unique insight into how consumers interact with our appliances and how UX can help them make more sustainable choices each time they do laundry or put on the dishwasher.
And The Truth About Laundry — a research report we have published five years in a row — reveals consumers’ behaviors and attitudes towards laundry.
Here are several good examples of our educational journey:
Our 30° is enough campaign helps consumers not only preserve energy but also the longevity of their clothes.
Our latest AEG New FAVORIT Dishwasher with a SmartSelect (and easy gliding) display helps consumers immediately see the energy consumption after they choose the desired cycle time. A program then sets automatically.
Two of AEG’s dryers recently took the top spot in tests by Stiftung Warentest. Tell us more.
Stiftung Warentest is Germany’s most trusted independent consumer testing authority and in recent tests both the 8000 AbsoluteCare® Dryer (TR8T75789) and the 9000 AbsoluteCare®Plus Dryer (TR9M7680) were awarded first place. This double win puts our premium brand AEG at the top of Stiftung Warentest’s laundry care rankings for the seventh time in just two years. This is a record no other home appliance brand has ever achieved!
What makes a team successful?
I believe that anything is possible when we act as one team and are not afraid to be our true selves. It requires trust and bravery to be open, and I see it as my job as a leader to build an environment that makes it possible.
I also believe that to win in this very competitive and constantly evolving environment, we need the ability to see things from different perspectives and act differently from what we’re used to. That’s why diversity is becoming a prerequisite to win. It’s not enough to bring in people with different backgrounds and perspectives. They need to be encouraged – and supported – to share their unique viewpoints.
What motivates you in your work?
I enjoy the opportunity to connect and work with diverse people with unique personal and cultural backgrounds and bring the team together to win.
Another passion of mine is understanding how AI and technology are changing our way of living. Today we have a unique chance to reimagine what fabric and dish care should look like, transforming it into a personalized and evolving experience. It’s an exciting time! The opportunity to make a difference and build a successful business in this environment inspires me.
