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 Success Story  Estee Lauder (1908 - 2004)

Creative Entrepreneur Who Changed the Beauty Business

by Vadim Kotelnikov, founder of 1000ventures - personal logo Vadim Kotelnikov

Founder, Ten3 Business e-Coach Inspiration and Innovation Unlimited!

 

 

"I want to show as many as I can reach, not only how to be beautiful, but how to stay beautiful." ~ Estee Lauder

 

 
   

  

 

Inspirational Quotes

Estee Lauder Quotes

  • I was a woman with a mission and single-minded in the pursuit of my dream.

  • The most beautiful face in the world? It's yours.

  • I want to show as many as I can reach, not only how to be beautiful, but how to stay beautiful.

  • Beauty is an attitude. There's no secret. Why are all brides beautiful? Because on their wedding day they care about how they look. There are no ugly women – only women who don't care or who don't believe they're attractive.

  • You may have great inner resources, but they don't show up as confidence when you don't feel pretty.

  • If you don't sell, it's not the product that's wrong, it's you.

  • I have never worked a day in my life without selling. If I believe in something, I sell it, and I sell it hard.

  • When you stop talking, you've lost your customer.

  • Look for a sweet person. Forget rich.

  • To sell a cream, you sold a dream in the early days.

  • I didn't get there by wishing for it or hoping for it, but by working for it.

  • If there is a message at all, it's probably that we have to recognize in ourselves how we feel morally about certain things and make sure we follow that up with our actions.

 

 

Lauderisms

  • Create your own style.

  • Keep your own image straight in your mind

  • Trust your instincts

  • Find the proper location

  • Act tough

  • You get more bees with honey

  • Keep an eye on the competition

  • Divide and rule

  • Break down barriers

  • Don’t be afraid of the trial-and-error approach

  • Acknowledge your mistakes

  • Write things down

  • When you're angry, never put it in writing

  • Learn to say no

  • Hire the best people

  • Train the best sales force

  • Give credit where credit is due

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Brief History

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 beauty business.

Creative Entrepreneur

A classic entrepreneur and 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 cosmetics distribution.

Estee Lauder: 15 Rules for Entrepreneurial Success

The Power of Vision and Passion

Estee Lauder explains the secret of her success simply: “I was a woman with a mission and single-minded in the pursuit of my dream.”

Inspiring Life Vision

Starting with little more than a dream and passion, through extraordinary ambition, impeccable taste, perseverance, innovative marketing and hard work, this creative visionary became the wealthiest self-made woman in America.

Innovation Is Love

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 Perseverance

"I didn't get there by wishing for it or hoping for it, but by working for it," Estee Lauder often reminded her sales force.

This 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.

Customer Care

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."

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A Great Leader

Mrs. Lauder's leadership inspired thousands of people. She received scores of honors, including the United States' Presidential Medal of Freedom and France's Legion of Honor.

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The Power of Creative Marketing

Selling Through Upscale Department Stores: In what would prove to be an ingenious marketing move, Estee decided to sell her products only through upscale department stores. Her first target was Saks Fifth Avenue. She convinced Saks to place a large order for her skin creams, which the store promptly sold out of within two days. Her success with Saks convinced Estee that she could compete with such cosmetics giants as Revlon, Helena Rubinestein and Elizbeth Arden. She became a persuasive traveling salesperson dedicated to penetrating every fine department store in the United States.1

Creative Promotion 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 customers.

Creative Marketing Tactics: When Estee Lauder wanted something, she used highly creative tactics to get it. She resorted to one such tactic to break the prestigious Galleries Lafayette account in Paris. When the manager refused to stock her products, Lauder “accidentally” spilled her first women's fragrance Youth Dew on the floor during a demonstration in the middle of a crowd. As the appealing scent wafted through the air, it quickly aroused the interest of customers, who began asking where they could purchase the product. Seeing this, the manager capitulated and gave Lauder her initial order.

Approachable Beauty: When the company began to advertise, Mrs. Lauder insisted that its images portray beauty that was both aspirational and approachable.

The Power of Touch: Perhaps Mrs. Lauder's most important legacy was her belief that in order to make a sale, you must touch the customer. She spent a great deal of time advising customers and teaching Beauty Advisors.

Signature Packaging: "Create your own style," Estee Lauder said. Apart from making and selling cosmetics she was also deeply involved with the package design of her products. Among her many contributions was the choice of Estée Lauder's signature blue, which she believed would coordinate with the décor of most bathrooms and bedrooms.