Estée Lauder, the woman who was leaps and bounds ahead of her times, she defied all conventions while setting the tone of this family business. She challenged and proved that anything was possible if you just dared to dream it and go for it.
In 1946 she and Joseph Lauder officially launched the Company, and a year later they got their first major order from Skas Fifth Avenue of products worth $800.
It was Estée’s instincts for what women desired and needed that became crucial for the company and she became the perfect marketeer. She believed that the only way to make a sale was to connect with the consumer and show them the results.
This was the start of the company’s personal ‘High-Touch’ service. Mrs Lauder was the inventor of the ‘Gift With Purchase’ practice which revolutionised the way a product was introduced.
It wasn’t long before Estée Lauder, the woman and the company, became recognised as a luxury. All the elegant and graceful movements of her were adopted by her namesake company.
Their waves of transformation did not stop here. In 1976, Estée Lauder’s brand Clinique became the first women’s cosmetic company to launch a line for men as well.
By the late 90s they had began with brand acquisitions with contributed majorly to their explosive growth. From the Toronto based M.A.C, to Bobbi Brown and the renowned London fragrance house Jo Malone.
The brand continued to create new licenses and acquisitions by pairing up with fashion houses such a Michael Kors and Tory Burch.
The Estée Lauder company today is responsible for the original brand in addition to over 25 other luxury and high- end brands. Their expansion kept aiding its luxury status and has had high profile spokespersons such as Karen Graham, Paulina Porizkova, and Gwyneth Paltrow.
With the inclusion of their sons, Leonard and Ronald, the company opened up to global frontiers and established more brands under its wing.
The company prides itself on the heritage it is built on and considers it to be one of its biggest strengths.
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