Estee Lauder – 68 years old
Este Lauder founded her brand in 1946, when there were only four skin care products in her arsenal and the knowledge that every woman can and should be beautiful. For 68 years, this knowledge has greatly changed the cosmetics industry.
My mission is to teach as many women as possible not just to be beautiful, but to remain beautiful.
From childhood, Este had a love for everything beautiful. Her uncle John Schotz was a chemist and loved making moisturizers and nourishing creams for women. It was from him, in the laboratory of the Mentzer family home, that the girl inherited her first recipes for creams. Este received the famous surname from her husband Joseph Lauter, later they both changed it to Lauder. For a long time, a girl in the kitchen cooked creams, powders and lipsticks in a saucepan.
Este chose the right marketing ploy, inviting salons to introduce a free service – applying cream. Six months later, girls all over New York began to use her cream. After a while, Lauder realized that she could no longer cope alone, and connected her husband, who was engaged in financial matters, so she had time to create the first full-fledged line of cosmetics and care, which included a moisturizer and cream for problem skin, a cleansing oil and nourishing lotion, as well as decorative cosmetics – powder, bright red lipstick and turquoise eyeshadows.
The girl realized that most often women buy cosmetics “between times” and began to open their corners in fashion stores. Este paid special attention to the training of consultants and conducted one-week courses.
By the early 50s, Estee Lauder cosmetics could be found on shelves across America. Sack’s, Neiman Marcus, Marshall Field, Bonwit Telle ordered cosmetics from their stores. Estee Lauder’s stellar moment is the Youth Dew product collection, when the first slogan appeared: “Start the new year with a new face”.
Este in 1962 introduced the fashion for the use of one model as the face of the brand for a long time. So the most striking faces of the brand were Paulina Porizhkova, Carolyn Murphy, Elizabeth Hurley, Liya Kebede, actress Gwyneth Paltrow, model Willow Bay.
Este Lauder presents lipstick
In 1995, the company decided to enter the stock market, which brought the owners $ 335 million. In 1998, Lauder was included in the list of the most influential women of our time. In 2003, the company was ranked 249th on the Fortune list, and Estee Lauder’s annual revenues by this time reached $ 4,74 billion.
Now the company has about 70 brands of perfume, and the business is valued at $ 10 billion. At the moment, Estee Lauder controls 45% of the sales of cosmetics. The business remained a family business, and now it is headed by Este Lauder’s son Leonard and his wife Evelyn.
Este’s signature blue packaging is recognized by women all over the world.
Willow Bay, represented decorative cosmetics and was the face of Estee Lauder from 1983 to 1989.
Willow Bay in the Estee Lauder ad campaign
Paulina Porizhkova, an American model, first appeared in an ad campaign in 1988, later dismissing Willow. During her “reign” in the form of the face of the brand, Paulina earned about 6 million dollars on cosmetics.
Paulina Porizhkova in the Youth Dew fragrance advertisement
Elizabeth Herley became the face of Estee Lauder in 1995, having never worked as a model before.
In 2001, Elizabeth disappeared from the brand’s advertising posters for a year, but in 2002 we already saw a new campaign.
From model Carolyn Murphy Estee Lauder was made not just by a celebrity, but a legend according to American Vogue.
Caroline Murphy, Aromatic Youth Dew
Leah Kebede became the first black fashion model in the history of the brand. According to the managers of Estee Lauder, Leah has an unconventional beauty.
Gwyneth Paltrow became the face of the brand in May 2005 with the words: “Este Lauder is an icon of the American beauty industry. I have always admired the talent of this extraordinary woman. “
Gwyneth Paltrow, Pleasures Delight
In January 2007, a model joined Estee Lauder Hilary Roda, who soon after was in the top 15 highest paid models in the world.
Hilary Roda, Chocolate Decadence
Aérin Lauder She is the Senior Vice President and Creative Director of Estée Lauder and has herself starred in an advertising campaign for the Private Collection Tuberose Gardenia fragrance.
Aérin Lauder, Private Collection Tuberose Gardenia
Estee Lauder Solid Perfume
Every year, for every season, Estee Lauder launches a new collection of decorative cosmetics, but the favorites of all collections are the care products, just like 60 years ago. Cleansers and toners, revitalizing serums and moisturizers, masks, eye, face, hand and body care products, sun protection and self-tanning products.
Also, every girl, thinking about Estee Lauder, presents bright, juicy lipsticks, which are famous for their durability.
Recently, the brand came out with collectible, limited, almost jewelry pieces that contain solid perfume.
Over the years, more than a hundred products have appeared in the brand, and many of them have become favorites of famous actresses, models and designers.