Estée Lauder

The Story of a Myth

Origins

Grandson of a Hungarian-born chemist, Estee Lauder (born Josephine Esther Mentzer) builds an empire based on beauty.

Starting from the home kitchen, and thanks to the idea of giving small free samples of its creams and perfumes to hairdressers and salons, customers and lovers of its miraculous products, in a few years it has led the company to develop exponentially.

A key stage in his career was in 1930, when, after marrying Joseph Lauder, Estée opened a store in New York.

Here, in the city symbol of innovation, the lady of cosmetics launched the famous innovative sales technique called 'talk and touch'. The technique of promoting products by applying them directly to customers' faces, which today seems a foregone conclusion but was then a real novelty.

Like the novelty, always launched by Estée, to give a sample of product for every purchase made: a marketing strategy never seen before.

Since that opening in 1930, the company's history has been a succession of successes, so much so that Time magazine has included its founder in the ranking of the 20 most authoritative personalities of the 20th century.

According to the brand's founder, every woman should find pleasure in taking care of her physical appearance, whatever it is. Beauty was an attitude for her.

In addition to the undisputed quality of its cosmetic products, what is loyal to Estée Lauder's customers is its personalized beauty concept.

Its success is linked to creativity, to being always focused on goals, not to take your eyes off a world in constant evolution. Making women feel beautiful was a mission and helping them reach the goal.

Mrs. Lauder has dedicated her entire existence to teaching women how to enhance their image and, although skincare has been the centerpiece of her business, over time she has created unforgettable fragrances such as Aramis and Youth Dew.

Thanks to its founder, a backbone of the beauty industry, the company, over the years, has been able to radically change and renew the cosmetic sector.

His very personal approach to sales and his determination to achieve excellent quality standards have been the foundations of a worldwide company that nowadays markets over 30 different brands distributed in 150 countries around the world.

Products Estée Lauder