Estée Lauder founded this
Company in 1946 armed with four products and an
unshakeable belief: that every woman can be beautiful.
That simple notion has literally changed the face of the
innovator who refused to listen to experts, Estee
Lauder’s risk-taking mentality and refusal to settle for
anything less than the very best changed the world of
15 Rules for Entrepreneurial Success
The Power of Vision and
Estee Lauder explains the secret of her success
simply: “I was a woman with a mission and single-minded in the pursuit of my
Starting with little more than a dream and
through extraordinary ambition, impeccable
innovative marketing and hard work, this creative visionary became the
wealthiest self-made woman in America.
Estee Lauder built a cosmetics empire on the
motto, “There are no homely women, only careless women.” By convincing those
“careless women” they could become beautiful – with a little help from her
products – she took on the giants of the cosmetics world and won.
The Power of Action and
"I didn't get there by
wishing for it or hoping for it, but by
working for it,"
Estee Lauder often reminded her
attitude, together with an uncompromising
belief in her product and the beauty in all women, made Estee Lauder a most
respected household name.
"Those who know her have described Estee Lauder
as a woman you simply can’t say no to. Quite often, this is attributed to
her irresistible charm. But the real reason Lauder has succeeded where
others have failed it that she simply
refuses to give up.'1
The Power of Customer Care
and Hard Selling
Two key elements to Estee Lauder's success were
a personal interest in the client and free giveaways.
Estee. Lauder was
happiest advising women
during her in-store appearances. One of her favorite quotes was "Telephone,
Telegraph, Tell-A-Woman," because she knew that once a woman tried an Estée
Lauder product, she would love it and share it with her friends.
Explaining her success, Estee Lauder said, "I
have never worked a day in my life without
selling. If I believe
in something, I sell it, and I sell it hard."
leadership inspired thousands of
people. She received scores of honors, including the United States'
Presidential Medal of Freedom and France's Legion of Honor.
The Power of
Strategy: While her company was still small.
Estee Lauder embarked on an innovative promotion
strategy. Her advertising budget of $50,000 was too
small to hire a leading ad agency. So Estee Lauder Estee
pioneered the free sample as a marketing ploy. She
invested all the money in samples to be offered through
direct mail, charity giveaways and as gifts with
purchases. (This “free gift with purchase” technique
would become a company trademark and later, a standard
industry practice.) The result was thousands of new