Background

• Bornin1908,daughterofEuropeanimmigrants

• GrewupinQueens,NewYork

• Atayoungageworkedatherfather’sstoreandgotasenseofentrepreneurshipandbusiness

• RecognizedhertruepathinlifewhenstartedworkingforUncleSchotz,achemisttryingtomakefacialcreams

• Sellingheruncle’screamshelpedherexperiencetheworldofmarketingandmerchandising

EarlyBusinessDays

• EstablishedEsteeLauderInc.in1946

• MadeManhattanrestaurantintoownmanufacturingfactory:madecreamsandoilsonthestoveatnightandsoldduringtheday

•

BusinessStrategies

• Madewisemarketingdecisiontosellproductsatwellknowndepartmentstores

• Firstbigbreak:SaksFifthAvenue‐hercreamssoldoutimmediately

• Targetedbigdepartmentstores‐becamea“travelingsalespersondedicatedtopenetrateeveryfinedepartmentstoreintheUnitedStates.”

BusinessStrategiesCont.• Persuadedstoreownerstofeature

hercosmeticproducts

• Setupcountersateachstorewithelegantandrefinedsalespeopletoattractcustomers

• Enticedclientsandbuyersbyofferingfreegiftwithanypurchase

• Gavemakeoversatcounterstoconvincebuyersofherproducts’greatquality‐personalsellingapproach

• Traveledaroundstorespraisingherproducts

“To sell a cream, you sold adream in the early days.”-Estee Lauder

“FreeGiftwithaPurchase”

• Revolutionizedsellingbyherconceptoffreegiftwitheachpurchase‐laterbecameacommonbusinesspractice

• Accountedforhersuccess‐becamecompanytrademark

• Attractedmanycustomersandclients

TurningPoint• Introducedfirst

fragrance‐YouthDew

• Wasaffordableforwomenandyetluxurious

• Salesgrew‐in1950’sYouthDewwas80%oftotalsales

• Becamemultimilliondollarindustry

GoingInternational

• In1960’scompanybegantogrow

• Addednewlinesofproducts

• ConvincedHarrod’sofLondonandParistofeatureherproducts

• Inmid1970’sEsteeLauderproductswereoninternationalmarketinmorethan70countries

“Think locally, act globally” conceptpersonified Estee Lauder’s ambition

SweetSuccess

• Companygrewin1980’sand1990’stobecomethirdlargestcosmeticsindustryinU.S.

• Controls45%ofU.S.cosmeticsmarket

• Sellsinmorethan118countries

• $3.6billioninsalesinthelastyearalone

• Ownssharesworth$6billion

AimandAmbition• Wantedtoinspire

women‐sendthemessagethateverywomancouldbebeautifulwithLauder’sbeautycreams

• Lauder’screamssymbolized“jarsofhope”forwomentryingtofindeverlastingyouth

• Wantedherproductstobeusedbythevery“best”‐celebrities,famousandimportantpeople

EsteeLauder:QueenofCosmetics

• “Iwasawomanwithamissionandsingle‐mindedinthepursuitofmydream”‐EsteeLauder

• Namedasaclassicentrepreneur

• Drivenbyambitiontobecomesuccessfulandinspirewomenaroundtheworld

• Knownasoneofthecosmeticsindustry’smostinfluentialpeople

• Knownasthe“QueenofBeauty”

EsteeLauderProducts

WorkCited

• Epstein,Rachel.EsteeLauder:BeautyBusinessSuccess.NewYork:FranklinWatts,2000.

• EsteeLauder.TheSweetSmellofSuccess.8Feb.2010<http://www.entrepeneur.com>

• Grace,Mirabella."BeautyQueen:EsteeLauder."Time,8Feb.2010;155‐156

• Severo,Richard."EsteeLauder,PursuerofBeautyandCosmeticsTitan,Diesat97."NewYorkTimes.26April2004:A1

WorkCitedCont.

•http://www.contactderm.org/images/EsteeLauder.JPG•http://i.models.com/rankings/money/i/hilmg.jpg•http://thebsreport.files.wordpress.com/2009/06/estee_lauder_nywts.jpg•http://www.dallasnews.com/sharedcontent/dws/img/v3/10‐17‐2007.NQ_17pinkestee.GO028NFF1.1.jpg•http://cdni.condenast.co.uk/320x360/d_f/Estee%20LauderEyeshadowQuad_320.jpg•http://www.singaporemotherhood.com/forumboard/messages/581296/2783167.jpg•http://4.bp.blogspot.com/_CNe_Ww09xTo/SdInhDz_zeI/AAAAAAAAk0Q/NYru6‐3feDY/s400/Estée+Lauder.jpg•http://static.factory‐outlet‐stores.info/images/stories/saks.jpg•http://www.fashionencyclopedia.com/images/sjcf_01_img0328.jpg•http://www.upscaleswagger.com/wp‐content/uploads/2008/12/saks‐fifth‐avenue.jpg•http://scentstorm.com.sg/shop/images/YOUTH.jpg•http://smartcanucks.ca/wp‐content/uploads/2008/05/estee_logo.gif