Estee Lauder is one of the brand that I find to be very classy and quite grown up, since I started getting in to make up and beauty this is one of the top brands out there and has definitely been a lot of people’s favorite, this is also one of my grandmother’s favorite beauty brand for over 30 years! So after reading a researching a little more in to the brand I think is a very interesting thing to read, it’s always nice to see the history of each brand and how they have grown over the years!
Born Josephine Esther Mentzer in 1908, Estee Lauder was brought up in the unispiring area of Corona, Queens. In 1924, at the age of 16, Lauder began working for her uncle, a chemist, making skincare products and selling them to beauty salons. She eventually began experimenting with her own recipes, from the beginning she had a clear vision and it was classy. In the 1930s she decided to focus on creating luxurious packaging for her products, she also changes her name to Estee Lauder, it wasn’t until 1946 that she launched Estee Lauder Cosmetics.
Her retail strategy was to sell in high-end department stores, which matched her view of the brands customer, a refined woman who wanted high quality products and packaging. Like her rival Charles Revson, Estee was a real face to face saleswoman and put in the work to make her products take off, by visiting the stores and handselling herself. She put great stock in touching the customer, applying cream to their hand or wrist, and hooking them. Later on, even when the company had exploded, she would often insist on training her own staff to work in department store concessions. Estee Lauder’s advertising fit in with her vision unlike Revlon’s all singing and shouting color campaigns, she employed a sense of sophistication with black and white photography, and by using the same elegant blond model,Karen Graham, over many years.
In 1953 Estee Lauder had it’s first really successful product with Youth Dew, a bath oil that acted like a long lasting perfume due to it’s high concentration of essential oils, which lingered on the skin. It became instantly popular, partly as it was seen as a good value. But it was the launch of Clinique in 1969, the first “dermatologist tested, fragrance free cosmetic brand” that changed everything for Estee Lauder. Based on a three step skincare routine (wash, exfoliate, moisturize) Clinique was groundbreaking in it’s “scientific” approach to skincare. It also employed a novel advertising campaign, using elegant still life photos of the products-an approach it maintains to this day. In 1976 the company introduced Clinique skin supplies for men, the first men’s range to come from a women’s brand.
Estee Lauder died in 2004, having outlived all her rivals, not only a formidable woman in her own right, the company is still hugely successful financially, and a major beauty presence across the world, but it continues to be majority owned by the Lauder company which is a rare feat. The Estee Lauder company owns more that 25 brands, among them are giants such as Mac cosmetics, Bobbi Brown, Aveda, Smashbox, and Tom Ford Beauty.
“If You Give, You Get”