Estee Lauder
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Estee Lauder

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Estee Lauder Estee Lauder Presentation Transcript

  • Background • Born
in
1908,
daughter
of
European
immigrants • Grew
up
in
Queens,
New
York • At
a
young
age
worked
at
her
father’s
store
and
got
a sense
of
entrepreneurship
and
business • Recognized
her
true
path
in
life
when
started
working for
Uncle
Schotz,
a
chemist
trying
to
make
facial creams • Selling
her
uncle’s
creams
helped
her
experience
the world
of
marketing
and
merchandising
  • 







Early
Business
Days • Established

Estee
Lauder
Inc.
in
1946 • Made
Manhattan
restaurant
into
own manufacturing
factory:
made
creams
and
oils on
the
stove
at
night
and
sold
during
the
day •
  • Business
Strategies • Made
wise
marketing
decision
to
sell
products
at
well known
department
stores • First
big
break:
Saks
Fifth
Avenue‐
her
creams
sold
out immediately • Targeted
big
department
stores‐
became
a
“traveling salesperson
dedicated
to
penetrate
every
fine department
store
in
the
United
States.”
  • Business
Strategies
Cont. • Persuaded
store
owners
to
feature her
cosmetic
products • Set
up
counters
at
each
store
with elegant
and
refined
salespeople
to attract
customers • Enticed
clients
and
buyers
by offering
free
gift
with
any
purchase • Gave
makeovers
at
counters
to convince
buyers
of
her
products’ great
quality‐personal
selling approach • Traveled
around
stores
praising
her products “To sell a cream, you sold a dream in the early days.”- Estee Lauder
  • “Free
Gift
with
a Purchase” • Revolutionized
selling by
her
concept
of
free gift
with
each purchase‐
later became
a
common business
practice • Accounted
for
her success‐
became company
trademark • Attracted
many customers
and
clients
  • Turning
Point • Introduced
first fragrance‐Youth
Dew • Was
affordable
for women
and
yet luxurious • Sales
grew‐in
1950’s Youth
Dew
was
80% of
total
sales • Became
multimillion dollar
industry
  • 









Going
International • In
1960’s
company
began
to
grow • Added
new
lines
of
products • Convinced
Harrod’s
of
London
and
Paris
to feature
her
products • In
mid
1970’s
Estee
Lauder
products
were
on international
market
in
more
than
70
countries “Think locally, act globally” concept personified Estee Lauder’s ambition
  • Sweet
Success • Company
grew
in
1980’s
and
1990’s
to
become third
largest
cosmetics
industry
in
U.S. • Controls
45%
of
U.S.
cosmetics
market • Sells
in
more
than
118
countries • $3.6
billion
in
sales
in
the
last
year
alone • Owns
shares
worth
$6
billion
  • Aim
and
Ambition • Wanted
to
inspire women‐
send
the message
that
every woman
could
be beautiful
with
Lauder’s beauty
creams • Lauder’s
creams symbolized
“jars
of hope”
for
women trying
to
find everlasting
youth • Wanted
her
products to
be
used
by
the
very “best”‐celebrities, famous
and
important people
  • Estee
Lauder:
Queen
of Cosmetics • “I
was
a
woman
with
a
mission and
single‐minded
in
the
pursuit of
my
dream”‐Estee
Lauder • Named
as
a
classic
entrepreneur • Driven
by
ambition
to
become successful
and
inspire
women around
the
world • Known
as
one
of
the
cosmetics industry’s
most
influential
people • Known
as
the
“Queen
of
Beauty”
  • Estee
Lauder
Products
  • Work
Cited • Epstein,
Rachel.
Estee
Lauder:
Beauty
Business Success.
New
York:
Franklin
Watts,
2000. • Estee
Lauder.
The
Sweet
Smell
of
Success.
8
Feb. 2010
<http://www.entrepeneur.com> • Grace,
Mirabella.
"Beauty
Queen:
Estee
Lauder." Time,
8
Feb.
2010;
155‐156 • Severo,
Richard.
"Estee
Lauder,
Pursuer
of
Beauty and
Cosmetics
Titan,
Dies
at
97."
New
York
Times. 26
April
2004:A1
  • Work
Cited
Cont. •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