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Estée Lauder
Some success stories are born out of luck, but Estée Lauder’s was built with grit, vision, and an unshakable belief in quality. Raised in a modest Queens neighborhood by Hungarian Jewish immigrants, she transformed a small skincare venture into a global cosmetics empire.
What you will learn:
The Inspiring Rise of Estée Lauder – Discover how she built a beauty empire from a small business with just an $800 order.
Game-Changing Marketing Strategies – Learn how Estée revolutionized the cosmetics industry with innovative tactics like the "free gift with purchase."
Lessons in Perseverance & Success – Uncover the key principles that fueled her journey, from quality-driven products to unwavering determination.
I hope you enjoy it.
Estée Lauder
In 1946, Estée and her husband, Joseph Lauder, officially founded their company. Their first major breakthrough came a year later when Saks Fifth Avenue placed an $800 order. But success didn’t come easily. Estée encountered skepticism in a male-dominated industry and struggled to juggle her ambitious business goals with her family responsibilities.
Undeterred, Estée developed innovative marketing techniques. She introduced the concept of a complimentary gift with purchase, a strategy that reshaped the cosmetics industry. "A free sample was the foundation on which Estée Lauder was built," her son, Leonard Lauder, later reflected.
Estée’s game-changing product was Youth-Dew, a bath oil that also served as a skin perfume. Released in 1953, it revolutionized how women purchased and wore fragrance. "I visited the sales staff in the dress department, the hat department, the shoe department, as well as other cosmetic sections," Estée recalled. "To each saleswoman, I brought a gift of my makeup or cream—the same items I would later give to customers as part of the promotional gifts promised in advertisements."
This strategy proved to be a success. By the late 1950s, Estée Lauder had become a household name. The company expanded quickly, launching new product lines and establishing an international presence. In 1995, Estée Lauder Companies went public with a valuation of $2.9 billion.
Estée’s achievements weren’t just a result of business savvy—she had an intuitive understanding of what women desired. "Never cut corners on quality; pour your heart and soul into crafting the best products for your customers. Don’t let anyone persuade you otherwise," she advised.
By the time Estée stepped away from the business in 1995, her company had become a global powerhouse. Today, Estée Lauder Companies is worth tens of billions, a remarkable leap from its modest beginnings in Queens.
Estée Lauder’s journey from a small-town girl to a beauty industry mogul is a classic American success story—a testament to perseverance, innovation, and self-belief. As she famously said, "I never dreamed about success. I worked for it."
Lessons
Lesson 1: Show, don’t tell
Estée Lauder pioneered the concept of giving away free product samples. She understood that letting customers experience the quality of her products firsthand was the best way to win them over. When she couldn't afford traditional advertising, she invested her entire budget into producing samples. This strategy not only helped her acquire new customers but also built brand loyalty. It's a reminder that sometimes the most effective marketing isn't about telling people how great your product is, but letting them discover it for themselves.
Lesson 2: Make every customer interaction count
Lauder believed in the personal touch. She would often apply makeup herself to customers in department stores. This hands-on approach allowed her to refine her products based on direct feedback and build personal relationships with her customers. In today's digital age, it's easy to forget the power of face-to-face interactions. But Lauder's success shows that personal connections can be a powerful differentiator.
Lesson 3: Persistence pays off in unexpected ways.
Lauder was known for her relentless pursuit of opportunities. She once spilled a bottle of her perfume on the floor of a department store to attract attention. This kind of bold, creative persistence can open doors that might otherwise remain closed. It's not just about trying again and again, but about finding new and unexpected ways to achieve your goals.
Lesson 4: Build a brand, not just a product.
Lauder understood that she wasn't just selling cosmetics; she was selling an idea of beauty and luxury. Everything from her packaging to her marketing was designed to reinforce this brand image. This focus on branding allowed her to command premium prices and build customer loyalty. It's a lesson in the importance of thinking beyond your product to the overall experience and image you're creating for your customers.
Lesson 5: Adapt to changing markets
Lauder was quick to recognize and capitalize on new trends. When she noticed that European women were more likely to buy skincare products than makeup, she adjusted her product line accordingly. This flexibility allowed her to expand into new markets and stay relevant as consumer preferences changed. It's a reminder of the importance of staying attuned to your market and being willing to pivot when necessary.
Estée Lauder Quotes
On persistence: "I never dreamed about success. I worked for it."
On customer experience: "Touch your customer, and you're halfway there."
On product quality: "I learned early that being a perfectionist and providing quality was the only way to do business."
On business instinct: "I am a visceral person by nature. I act on instinct, quickly, without pondering possible disaster and without indulging in deep introspection."
On personal branding: "Make the most of what you have. I operated, full time, on that precept."
On innovation: "Most good ideas sparkle in simplicity, so much so that everyone wonders why no one ever did that before."
On sales: "If you don't sell, it's not the product that's wrong, it's you."
On goal-setting: "Projecting your mind into a successful situation is the most powerful means to achieve goals."
On adaptability: "Each businessperson must find a style, that voice that grows clearer and louder with each success and failure."
On risk-taking: "People do make their luck by daring to follow their instincts, taking risks, and embracing every possibility."