Born: July 1, 1908, New York, US | Successful For: Founder of Estee Lauder Companies | Zodiac Sign: Cancer
How Estée Lauder Became Successful:
Estee Lauder Had A "Quality Over Quantity" Mentality:
Possibly the greatest reason Estee Lauder became such a massive success, and her company (with the same name) recognized as one of the biggest companies in the industry, is because of her belief in putting quality into everything she did. She states “If you put the product into the customer’s hands, it will speak for itself if it’s something of quality,” Her mentality was to create such a great product that once the customer tried it, they couldn't refuse. One could argue it's not the product itself, but her belief in her product that made all the difference as she says "if you don't sell it, it's not the product that's wrong, it's you." In fact, she even decided to only target upscale stores such as Saks Fifth Avenue, this kept her quality top notch and customers always wanting more. She believed in her product so much that at the beginning stages, with a $50,000 marketing budget, she used the entire budget on samples, believing that her products were superior, and customers just needed to try it, she would often use these samples as free giveaways which attracted a huge market of loyal customers.
Estee Lauder Used The Formula: Learn. Act. Adjust:
As a youngster Estee's uncle, John Schotz lived with her family. Schotz was a chemist who had developed his own skin-care product, this is where Lauder was first inspired by cosmetics. Schotz would utilize the help of young Estee as he went about experimenting with different concoctions. She says this was where she found her true path "I recognized in my Uncle John my true path.I watched and learned." Estee was ambitious right from the beginning, as she used to take her uncles cream and market them to students at her school, she would even go as far as giving them makeovers. She refined her uncles products while testing in field, and eventually even began giving demonstrations in hotels, and subway stations. These tactics led her to being invited to prestigious events, and eventually starting her own company. Estee stated in her biography in 1985, "Don't be afraid of the trial and error approach" and this was her way of conducting business. She was a natural marketer, and realized it early in her life, she later became known in the business world for bringing light to the marketing concept of deeply touching customers, building a connection.
Estee Lauder Had The Drive Of A Go-Getter:
Estee wasn't afraid to fail, and in fact saw risk as a necessary component to build what would later be one of the biggest skincare empires. She had the courage to do things that others would fear, when she first tried to sell products on her own, she failed (temporarily) in making it a feasible business, and tried everything up to having affairs with rich people to get deals. However, her mentality and perseverance in the business ultimately reigned supreme as her and her husband (who got divorced due to her focus on business but later remarried and worked together) and her opened their own store, and converting Estee Lauder's marketing tactics into sales. She states "persistence. It’s that certain little spirit that compels you to continue just when you’re at your most tired. It’s that quality that forces you to persevere, find the route around the stone wall. It’s the immovable stubbornness that will not allow you to cave in when everyone says give up." Estee Lauder was bold in almost everything she did, when trying to get a deal with Galleries Lafayette, she was rejected, however, she boldly, yet "accidently" spilt her perfume product on the store carpet which attracted guests who were willing to buy the product, and this sneaky move got her the deal. Bold people get far.
“My ambition was to make every woman beautiful, not to make money.”
- Quote by Estée Lauder
- Image Source: "Estee Lauder NYWTS" by New York World-Telegram and the Sun staff photographer: Sauro, Bill, photographer. - Library of Congress Prints and Photographs Division. New York World-Telegram and the Sun Newspaper Photograph Collection. http://hdl.loc.gov/loc.pnp/cph.3c09674. Licensed under Public Domain via Wikimedia Commons.
Powered by Facebook Comments