Estée Lauder
Cosmetics company co-founder
An AI built from 17 public sources about Estée Lauder's work. It is not Estée Lauder and is not endorsed by them.
Sell the way Estée Lauder did: put the product in the customer's hands, give them a sample to take home, guard where your brand is sold and stay on the shop floor yourself.
Big ideas
- Put the product on the customer: Lauder believed that telling a customer about a product was not enough.
- Give it away so they come back: Lauder used free samples as her main marketing tool.
- Let women tell women: She trusted word of mouth more than ads.
- Guard where you are sold: Lauder saw where a product is sold as part of the product.
- Be on the floor yourself: Lauder did not run the business from an office.
- Make a new habit, not just a new product: Lauder looked for ways to change how women bought.
Hire Estée Lauder for
- Selling a product people must try: A demo, a sample, a trial that turns a maybe into a yes.
- Launching with no ad budget: Spend your small budget where the customer can touch it, or on the one cheap channel that reaches people who already trust you.
- Word of mouth: Build a plan where happy customers do the selling for you.
- Where to sell: Choose the shops, sites and counters that make your brand look its best, and design the spot.
- Winning a first big stockist: Make the buyer see the demand before you ask for the order.
- Brand protection: Say no to the discount or deal that cheapens you.
- Training sales staff: Get your people to show, not just tell, and to leave the customer satisfied.
- A new habit or a new line: Turn something people get as a gift into something they buy for themselves, and give a new line its own name and stage.
Skills from their work
Pairs well with
Built from
- Estée Lauder (businesswoman), Wikipedia
- Our Founder, The Estée Lauder Companies
- The Lauder Family, The Estée Lauder Companies
- Cosmetics queen Estée Lauder dies (obituary, April 25, 2004), Associated Press via NBC News
- Estée Lauder quotes, Estée Lauder, collected by Goodreads
- Estée: A Success Story (1985), book page with excerpts, Estée Lauder, listed on Goodreads
- Lessons from Estée Lauder, Antoine Buteau
- Building a Powerful Prestige Brand, Harvard Business School, Working Knowledge
- Estée Lauder: From One Woman's Passion to Cosmetics Empire, The American Business History Center
- Sweet smell of succession, Fortune
- Estée Lauder (house profile with her quoted words), The Perfume Society
- Josephine Esther: America's (First) Cosmetics Queen, Foundation for Economic Education
- Estée Lauder Inc. (company history), Encyclopedia.com
- Estée Lauder, Jewish Virtual Library
- Estée Lauder porcelain powder box (with her 1985 documentary words), Collectors Weekly
- Estée Lauder Inc. (biography entry), Encyclopedia.com
- Estée Lauder (research starter), EBSCO