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When assessing the success of large corporations, not only financial indicators are taken into account. Great success is global popularity, a contribution to the development of the industry and a revolution in the minds of people.
Such a corporation was created by Este Lauder, an amazing woman who changed the world of cosmetics. She created cosmetics that are incredibly successful today.
Este Lauder’s success story
Biography of Josephine Esther begins on July 1, 1908 She was born in one of the poorest neighborhoods in New York. The girl was the 9th child of Rosa and Max Mentzer, an emigrant from Slovakia. This was Rosa’s second marriage.
Lauder never advertised her childhood. In 1985, the publishing house published the book “Este Lauder: Without Magic”, revealing some of the secrets of the success of a business woman. It described Este’s childhood and dreams that led to the realization of her creative path.
The path from a childhood dream to conquering the heights of world business began in 1945. Esther’s uncle John Schots came to the Mentzers. He was a dermatologist by profession and loved to create all kinds of creams.
The six-year-old baby watched with delight his manipulations with various substances. John was happy to tell his niece about the secrets of the preparation and the recipe.
The girl was drawn to everything beautiful and aesthetic. She managed to realize this desire by decorating the windows of her father’s store. She closely watched the work of her father and the salespeople and gradually developed a taste for sales.
Ester made an important discovery: success depends on the confidence of the seller and the quality of the product offered by him. In creating her business, she adhered to this rule.
A jar of cream that changed fate
Esther graduated with honors from Newtown High School. And John continued to conjure over the test tubes in their kitchen. The girl could follow his magical movements for a long time, provided any help. She tried to understand and remember everything, and once she created a unique cream on her own.
He can be called the first swallow of her future brand. Este started distributing the cream among her acquaintances. She meticulously worked on the composition, trying to make the perfect cream. Along with this, there came a firm belief that the creation of cosmetics from natural ingredients was its purpose.
One day Este went into the salon. There, the owner of the salon drew attention to her clean skin and could not resist compliments. The girl talked about her nourishing cream and its effect on the skin.
The hostess showed a keen interest, and a couple of weeks later a presentation of a wonderful remedy took place here. Este was happy to give samples to everyone who came to the presentation.
I liked the cream and soon it could be bought in some salons in New York. To maintain interest and attract new customers, Este regularly held a show of her products.
Este Lauder showcases her products
She visited salons and invited clients to try the cream right in the chair at the hairdresser. A prudent businesswoman invented testers. So there is no need to choose a cream and doubt whether it will fit or not.
Such marketing moves were successful, many wanted new cosmetics. Lauder was the first to address these needs with attention. Sales of products increased, and the laboratory on the kitchen table could no longer cope with the increasing demand.
Esteе Lauder Cosmetics
Being married, Este bought out a small building, carried out reconstruction and organized the production of her products there. In one of the rooms, a small shop was set up, where finished products were exhibited. The couple worked seven days a week, and sometimes at night. Supply did not keep pace with demand.
The store shelves were emptied quickly. Customers queued up, waiting for a new batch of cream. It was clear that you need to create your own solid company. Este Lauder Cosmetics was founded in 1946. Este went into marketing, and her husband Joseph took over the financial side.
Este and Joseph
The work of the company did not stop for a minute, sales were growing rapidly, but the assortment was small. Expanding the range was not the only problem. It was necessary to achieve fame for their product outside of New York.
The company has urgently embarked on a thorough development of packaging for cosmetics. The color of turquoise and laconic design were chosen. And it was hitting the very spot. The jars looked great in any bathroom.
A new important step was ahead – to distribute the products to supermarkets. The first was the Saks supermarket on 5th Avenue. Este watched the behavior of women for a couple of days and chose a place for herself to the left of the entrance.
PR move
For the first time in history, she conducted a PR stunt – a gift for purchase. Queues for her cosmetics were lined up from early morning, even before the store opened. The shelves quickly emptied and the women left orders.
The profit was serious, and the popularity of the products reached sky-high heights. A couple of months later, Lauder products were presented in all supermarkets in New York. A year later, representative offices of the company were opened in many cities of the United States.
Youth-Dew Bath Oil
It’s time to expand the range. The Youth-Dew Bath Oil was produced. The advertisement said that such oil should be in every woman’s bathroom. Therefore, the price was low – $ 8,4 per bottle.
The ad featured an image of a naked girl that attracted people’s attention. This was followed by overwhelming success. In just seven days, 5 bottles were sold. Annual income was $ 000 million.
Success directly depends on a well-designed business plan. The company strived for novelty and exclusivity. At the opening ceremony of a new store on the eve of the upcoming 1954, Este uttered the phrase “new year with a new face”. America has been conquered!
Conquest of the European market
The new goal of a business woman is to conquer the European market. This was an incredibly daunting task as Europeans are lukewarm about American products.
In 1956, the company launched a luxury cream for $ 115. Its implementation brought in more than $ 1 million in revenue. In 1992, the company entered the health preservation program. She founded a foundation to detect early stage breast cancer. The symbol is a pink ribbon. By the beginning of 2004, the fund raised $ 10 million, today this figure has reached $ 67 million.
Charity is inherent to one degree or another in all American companies. But the biggest development step is the takeover. In 1995, Este acquired a majority stake in Make-up Art Cosmetics. Since 1998, this company has been completely under its control.
Then came Bobbi Brown, “Aveda” and others. The corporation became a leader in the US beauty industry.
Lauder’s life was cut short at the age of 95, but her business is booming. She changed the world of marketing by proving that nothing is impossible to fulfill your dreams.
Video
Don’t miss the video. Here is more information about the brand history and biography of Este Lauder.
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