Estée Lauder

When you stop talking, you’ve lost your customer. When you turn your back, you’ve lost her.

Young Estée Lauder (born 1907, died 2004), was born to immigrant parents in the Corona, Queens section of New York City.  She began experimenting as a child with skin treatments her uncle cooked up.

In 1946, Estée Lauder founded the company that bears her name to sell makeup and perfume in high-end department stores around the world.

Lauder’s business philosophy centred on selling products she considered to be of the highest quality, and she used her products themselves as advertisements.

Lauder pioneered giving free samples at stores like Saks Fifth Avenue to hook customers. Although Lauder died in 2004, her grandson William still runs the company.

Lauder became a giant in the nascent beauty industry by making sure the quality of her products exceeded the expectations of her target market, namely wealthy society women.


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