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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.
Estee Lauder: 15 Rules for Entrepreneurial Success
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.
Yin and Yang of Entrepreneurial Creativity
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 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.
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,
Perseverance, and Creative Marketing
"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.
Take Action
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.
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."
Synergistic Selling: 3 Pillars
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...
Creative Marketing Tactics...
Approachable Beauty...
The Power of Touch...
Signature Packaging...
A Great Leader...
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