{"id":2827,"date":"2024-11-09T06:57:12","date_gmt":"2024-11-09T11:57:12","guid":{"rendered":"https:\/\/queens1.one\/?p=2827"},"modified":"2024-11-09T06:57:14","modified_gmt":"2024-11-09T11:57:14","slug":"business-rules-of-estee-lauder-founder-of-the-iconic-cosmetics-and-fragrance-brand","status":"publish","type":"post","link":"https:\/\/queens1.one\/en\/eternal\/business-rules-of-estee-lauder-founder-of-the-iconic-cosmetics-and-fragrance-brand-2827","title":{"rendered":"Business Rules of Est\u00e9e Lauder, Founder of the Iconic Cosmetics and Fragrance Brand"},"content":{"rendered":"\n<p>In 1946, American businesswoman Est\u00e9e Lauder, together with her husband, founded her eponymous cosmetics company. Lauder was as innovative in her marketing strategies as she was in her cosmetic products. She remains the only woman on Time magazine&#8217;s list of the 20 most influential business geniuses of the 20th century. Learn more about the entrepreneur who revolutionized the cosmetics industry at <a href=\"https:\/\/queens1.one\/\" data-type=\"link\" data-id=\"https:\/\/queens1.one\/\">queens1.one<\/a>.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a32ce56afbc0\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a32ce56afbc0\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/queens1.one\/en\/eternal\/business-rules-of-estee-lauder-founder-of-the-iconic-cosmetics-and-fragrance-brand-2827\/#Early_Life\" >Early Life<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/queens1.one\/en\/eternal\/business-rules-of-estee-lauder-founder-of-the-iconic-cosmetics-and-fragrance-brand-2827\/#It_All_Started_with_a_Cream\" >It All Started with a Cream<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/queens1.one\/en\/eternal\/business-rules-of-estee-lauder-founder-of-the-iconic-cosmetics-and-fragrance-brand-2827\/#Official_Establishment\" >Official Establishment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/queens1.one\/en\/eternal\/business-rules-of-estee-lauder-founder-of-the-iconic-cosmetics-and-fragrance-brand-2827\/#Subsidiary_Brands\" >Subsidiary Brands<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/queens1.one\/en\/eternal\/business-rules-of-estee-lauder-founder-of-the-iconic-cosmetics-and-fragrance-brand-2827\/#Secrets_of_Success\" >Secrets of Success<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Early_Life\"><\/span>Early Life<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Official records state that businesswoman Est\u00e9e Lauder, born Josephine Esther Mentzer, was born on July 1, 1908, in the Corona neighborhood of Queens. However, some speculate she was born two years earlier. Est\u00e9e came from a family of Jewish immigrants\u2014her mother was Hungarian, and her father was Czech.<\/p>\n\n\n\n<p>She attended Newtown High School, and her interest in the beauty industry emerged at a young age. Est\u00e9e would enthusiastically brush her mother\u2019s long hair and apply creams to her face. She learned the art of sales by decorating her father\u2019s shop windows, where she discovered that sales success depended on the seller\u2019s confidence in their product. This principle would become foundational in her journey in the cosmetics business.<\/p>\n\n\n\n<p>In 1930, she married Joseph H. Lauter (later Lauder), a businessman in the garment industry. Three years later, they welcomed their first son, Leonard. Determined to succeed in cosmetics, Est\u00e9e didn&#8217;t let motherhood slow her down. In 1939, the couple divorced but reconciled three years later. In 1944, they had their second son, Ronald. Est\u00e9e later admitted regretting their divorce, initially feeling that early marriage had taken her life from her. However, she soon realized she had \u201cthe kindest husband in the world.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"310\" src=\"https:\/\/cdn.queens1.one\/wp-content\/uploads\/sites\/47\/2024\/07\/estee-lauder-companies-founders_1479537984.jpg\" alt=\"\" class=\"wp-image-2594\" srcset=\"https:\/\/cdn.queens1.one\/wp-content\/uploads\/sites\/47\/2024\/07\/estee-lauder-companies-founders_1479537984.jpg 620w, https:\/\/cdn.queens1.one\/wp-content\/uploads\/sites\/47\/2024\/07\/estee-lauder-companies-founders_1479537984-300x150.jpg 300w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"It_All_Started_with_a_Cream\"><\/span>It All Started with a Cream<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Est\u00e9e\u2019s uncle, a chemist, taught her how to make her own creams. One day, while getting her hair done, the salon owner noticed Est\u00e9e\u2019s radiant skin. When she learned that Est\u00e9e had created the skincare product herself, she organized a demonstration for her clients. One of Est\u00e9e\u2019s marketing strategies was to give away free samples. She introduced the now-common tester system, so customers could try a product before buying. Within a month, Est\u00e9e Lauder products were available in most New York salons, where she personally offered her creams for clients to try.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Official_Establishment\"><\/span>Official Establishment<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Est\u00e9e and Joseph worked tirelessly in their lab, sometimes even through the night. Demand was so high that shelves were emptied quickly. After years of selling independently, the Lauders officially established their beauty company in 1946. Est\u00e9e led marketing efforts, while Joseph handled finances.<\/p>\n\n\n\n<p>Initially, they offered only a few products, made in the kitchen of a former restaurant. Besides skincare, they also developed makeup, including a groundbreaking flesh-toned face powder (previously only available in white or pink), turquoise eyeshadow, and vibrant red lipstick.<\/p>\n\n\n\n<p>The cosmetic packaging was meticulously designed in an elegant turquoise hue with a minimalist design, fitting seamlessly with luxurious bathrooms. Lauder products were distributed through major department store chains. Observing customer behavior, Est\u00e9e noticed that shoppers paid the most attention to displays positioned to the left of the entrance, so she strategically placed her products there.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.queens1.one\/wp-content\/uploads\/sites\/47\/2024\/07\/ad_4nxdthevs4t1pcqxozmlbun6se1trkfjbhwmib0q_3cdlbofzm-fzvn5rbblu5aqyjoyuwk4lbt3z-e3-i3bzchv1wp1ytm7hsselsyl2ouo5dbyhya5wsri6le1-sqsriymdpzbbn56xxturfrvrj0cn3hykey1ttcohf2bbp8qvhawangag.jpg\" alt=\"\" \/><\/figure>\n\n\n\n<p>In 1947, Est\u00e9e secured her first department store order for $800, and her products sold out in just two days. She also pioneered the practice of offering a free gift with each purchase, a marketing move that significantly boosted customer numbers.<\/p>\n\n\n\n<p>Within weeks, Est\u00e9e Lauder products were on the shelves of all major New York stores. By the 1950s, they were sold in major cities across the U.S. In 1953, she launched Youth Dew, a body oil that quickly became a consumer favorite.<\/p>\n\n\n\n<p>Over the next decade, the business expanded internationally, winning over even the more reserved European markets by championing progressive values like feminism, high fashion, and environmentalism, which were gaining momentum at the time.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.queens1.one\/wp-content\/uploads\/sites\/47\/2024\/07\/ad_4nxdnspgtidbbpjuaewqjxphskxre9uuzyk0fbe0gpebaw8nlzi2yvdnnonxprrb1xs41pgsviasvcr8m-5wnzombjvrpqu_eeupsa7sl5_9jz8slk-byxnsmatywjtceemr01a-a6vf2n1dkp7km54sl92wkey1ttcohf2bbp8qvhawangag.jpg\" alt=\"\" \/><\/figure>\n\n\n\n<p>In 1992, the Est\u00e9e Lauder company emphasized women\u2019s health by establishing a breast cancer awareness foundation, thanks to Est\u00e9e\u2019s daughter-in-law. They raised awareness about early diagnosis and created the now-iconic pink ribbon symbol. By the 1990s, the ribbon was sold in every Est\u00e9e Lauder store.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Subsidiary_Brands\"><\/span>Subsidiary Brands<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In 1964, Est\u00e9e Lauder Cosmetics Inc. launched Aramis, a brand of men\u2019s fragrances developed by perfumer Bernard Chant. Aramis was the first prestigious men&#8217;s fragrance sold in department stores, embodying timeless masculinity and sophistication.<\/p>\n\n\n\n<p>In 1968, Est\u00e9e\u2019s daughter-in-law, Evelyn Lauder, founded Clinique, which offers skincare, cosmetics, toiletries, and fragrances. In 2008, Clinique partnered with Botox manufacturer Allergan to launch Clinique Medical, a line sold exclusively in doctor\u2019s offices to address issues like redness, skin tightness, burning, and irritation.<\/p>\n\n\n\n<p>As of 2024, Est\u00e9e Lauder Cosmetics Inc. is the world\u2019s second-largest cosmetics company, after L\u2019Or\u00e9al Group. It owns iconic brands such as MAC Cosmetics, La Mer, Jo Malone London, and Tom Ford Beauty.<\/p>\n\n\n\n<p>In 1973, Est\u00e9e stepped down as president of the company but remained chair of the board, passing leadership to her son Leonard. In 1983, Est\u00e9e suffered the tragic loss of her husband, Joseph. She honored him by establishing the Institute of Management and International Studies at the University of Pennsylvania. Later in life, Est\u00e9e devoted much of her time to philanthropy. She passed away in 2004 at age 95 in her Manhattan home.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.queens1.one\/wp-content\/uploads\/sites\/47\/2024\/07\/ad_4nxdzitq0zq3gjbjprmeoo6rja5g2njxmq6tj9yfmrjspmwjv3ouuhenvouk0erezbfg1ezyycowkwecybtdk_tdzaeajsobq6a8fmphuqoo8fiyin2ito22k0qo7lcbfoqmeexwivi5tqhpmwrq7n71wbv9rkey1ttcohf2bbp8qvhawangag.jpg\" alt=\"\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Secrets_of_Success\"><\/span>Secrets of Success<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>With great ambition, hard work, and resilience, Est\u00e9e Lauder became one of the world\u2019s wealthiest self-made women. Some of her key success principles include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Right Location: Choosing locations to sell her products contributed to the company\u2019s success. Initially, Est\u00e9e limited sales to specialty cosmetics stores and beauty salons.<\/li>\n\n\n\n<li>Positive Attitude in Business Communication: Est\u00e9e valued positive communication with business partners, believing it essential to business success. She was a part of elite social circles and maintained good relationships with influential people, including former U.S. First Lady Nancy Reagan and members of the royal family.<\/li>\n\n\n\n<li>Competitor Awareness: Est\u00e9e never copied her competitors but instead used unique approaches.<\/li>\n\n\n\n<li>Divide and Conquer: Est\u00e9e skillfully applied this principle by engaging women as sales distributors and fostering friendships with influential figures who promoted her products.<\/li>\n\n\n\n<li>Ability to Say &#8220;No&#8221;: She trusted her instincts and set boundaries when needed.<\/li>\n\n\n\n<li>Persistence: When a Saks Fifth Avenue manager refused to carry Est\u00e9e Lauder products due to perceived lack of demand, Est\u00e9e took action by distributing 80 gift sets at a charity luncheon. This drew attention from clients, and within a week, her products were sold at Saks Fifth Avenue.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>In 1946, American businesswoman Est\u00e9e Lauder, together with her husband, founded her eponymous cosmetics company. Lauder was as innovative in her marketing strategies as she was in her cosmetic products. She remains the only woman on Time magazine&#8217;s list of the 20 most influential business geniuses of the 20th century. Learn more about the entrepreneur [&hellip;]<\/p>\n","protected":false},"author":423,"featured_media":2579,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[1164],"tags":[1960,1959,1952,1954,1961,1956,1951,1958,1964,1950,1963,1953,1955,1957,1962],"moimportance":[78,81],"motype":[1158],"moformat":[93],"class_list":{"0":"post-2827","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business","8":"tag-aramis-fragrance","9":"tag-beauty-business-tips","10":"tag-beauty-industry-innovation","11":"tag-brand-marketing-strategies","12":"tag-clinique-brand-story","13":"tag-cosmetics-industry","14":"tag-estee-lauder-business-rules","15":"tag-estee-lauder-company","16":"tag-estee-lauder-legacy","17":"tag-history-of-estee-lauder","18":"tag-influential-women","19":"tag-pink-ribbon-campaign","20":"tag-successful-women-entrepreneurs","21":"tag-women-in-business","22":"tag-youth-dew-fragrance","23":"moimportance-golovna-novina","24":"moimportance-retranslyacziya-v-agregatori","25":"motype-eternal","26":"moformat-longrid-korotka"},"modified_by":"Inna Hananova","_links":{"self":[{"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/posts\/2827","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/comments?post=2827"}],"version-history":[{"count":1,"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/posts\/2827\/revisions"}],"predecessor-version":[{"id":2828,"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/posts\/2827\/revisions\/2828"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/media\/2579"}],"wp:attachment":[{"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/media?parent=2827"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/categories?post=2827"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/tags?post=2827"},{"taxonomy":"moimportance","embeddable":true,"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/moimportance?post=2827"},{"taxonomy":"motype","embeddable":true,"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/motype?post=2827"},{"taxonomy":"moformat","embeddable":true,"href":"https:\/\/queens1.one\/en\/wp-json\/wp\/v2\/moformat?post=2827"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}