Biography
Este Lauder is an entrepreneur and businesswoman, the founder of the cosmetic company and the Brand of Estee Lauder. Now the brand is included in the top of popular organizations in the field of perfumery and cosmetics, and its products are implemented in 130 countries of the world under various names. All this turned out to be a merit of a woman who was not afraid of daring marketing and promoting his shit.Childhood and youth
Josephine Esther Mentzer, a Jewish for nationality and cancer on the sign of the zodiac, was born on July 1, 1908 in New York. Together with his family lived in the poor area of the city. Parents raised another 7 other children. Having come to success, the mentser did not like to spread about the children's years, but the book "Este Lauder: Without Magic" opened the curtain of the mystery over the woman's biography.
The girl was friends with Uncle, John Shoy, who lived in the family house. Working a dermatologist, a man was fond of creating a variety of creams, and a little girl watched the manipulations. So John passed the nephew of the secrets of independent production.
In his youth, the girl helped her father, working in his store. She decorated the shop window, watched the sellers communicate with customers, made the first conclusions about the art of marketing.
The formation of a comprehensive future legislator mod received in the Newtown Higher School. The years went, and she still liked to observe the units of experiments. Once Esther held an independent experience and created a cream, which became the first sample of her brand. Knowing a sense in the ingredients, picked up the formula so that it corresponds to the needs of the skin.
Well-groomed young profession noted the hostess of beauty salon. In a conversation, the girl shared a secret and got the interest of the interlocutor. Communication ended with a presentation of cream and tasting by visitor. After time, the product could be purchased in several urban beauty salons. To maintain interest in products, the creator periodically conducted presentations and shows. Customers did not need to go anywhere. They took a sample, sitting in a hairdresser's chair.
Personal life
Esther married in 1930. Her chosen was Joseph Lauder. 3 years after the wedding in the family, the firstborn, son Leonard appeared. Parents by that time together worked on the development of family business. The husband was an accountant, and his wife was engaged in sales and promotion of goods.Personal life Couple was not cloudless. Esther left the spouse, survived the official divorce, then returned again to the Lono of the family and married Joseph repeatedly. After time, in 1944, the second son of a couple, Ronald appeared.
Business and cosmetics
Lauter Chemists appeared in 1933. Later in the name of the founders and the name of the brand, the letter "T" was replaced by "D", and Esther was renamed Este. It represented what should be the target audience should be. The Lauder hoped a clientele from ambitious women who achieved success that do not want to spend time on cosmetic procedures.
The first calculating step of the woman was the opening of the store on the most expensive at the time of the resort. Este went to Miami, where he founded the branch of the company and acquired useful acquaintances.
Working on a business plan, spouses bought the room of a former restaurant and modified it to the store. The kitchen became a home laboratory. In the afternoon, the products were advertised, in the evenings, the Lauder has manufactured a new batch of creams and packaged for sale.
By 1946, the brand was named Estée Lauder Cosmetics Inc. For the line, a branded packaging of turquoise tint was developed. At first, the list of products consisted of 4 leaving positions, but later the assortment was replenished with decorative cosmetics. Este began to offer the clients of the shadow and lipstick, and also became the first one who put into use the powder of a bodily shade.
Understanding that the demand and interest of the audience is growing, the Lauder chose a new place to accommodate. They became the store in the Saks Fifth Avenue shopping center. The owner acquired at Este a lot of $ 800. The woman watched the visitors of the boutique behave. Cosmetics were placed in the place where interested clients were followed by the first. The product of the product was excavated in a couple of days.
The next stage of the brand development was the launch of the author's perfume. In 1953, flavored oil for the bath appeared on the shelves. Attention to the novelty faced a provocative image of a naked woman on the package. The goods became a bestseller and brought a million turnover to the creators.
After 3 years, the line replenished the luxury cream, the cost of which was $ 115. In the advertising campaign of products, its components were only listed. The creator did not promise the perfect effect. His desumaling faithful fans and once again convinced the company's founder that her proposals were in demand. The revenues of the brand regularly grew.
In 1960, in the walls of the London Department Store Harrods, the goods of Este Lauder appeared for the first time. Following them, the Parisian Galeries Lafayette was acquired. The example of large shopping centers followed sellers in Australia, Canada and China, and already in 1981, the famous cosmetics appeared in Russia. By the time the brand was acquired by the official ambassador. They became Karen with sin. From 1970 to 1985, she advertised brand products.
Since 1964, the company began to produce men's leaving facilities under the name Aramis. Then the Clinique line appeared. The eldest son of the businesswoman became institution of this direction. The new brand began to consult customers in the selection of correct cosmetics and visas. The costs of this with interest paid off by subsequent sales. In 1983, the empire earned the first billion dollars.
In 1992, Este supported Evelin's daughter-in-law initiative to create a fund for early breast cancer diagnosis. Pink ribbon as a symbol was distributed in all stores of the brand. In 2003, the amount of donations to the Foundation amounted to $ 10 million. The ambassador of the organization subsequently became the grandson of the Lauder.
An enterprising woman was not going to stop the company's development and concluded contracts with famous Tommy Hilfiger and Dkny brands. By 1995, Este acquired a controlling stake in Mas, and then bought the Bobbi Brown line. In the same period, the presentation of the female spirits of Pleasures was held, whose face became Elizabeth Herley.
Esther has moved from the age of 87, being the owner of many honorary statuses and awards, including the Order of the Honorary Legion. She headed the largest corporation in the beauty industry in the US market.
Death
The founder of the cosmetic empire died in 2004. The causes of death were natural for old age.
My business woman was inherited by sons. Now the brand implements a wide range of products: from carcasses, tonal creams Double Wear and consilers to leaving facial creams and Eye Advanced Night Repair. Mark also regularly presents new flavors, including those who are beloved by many "White Len" and "Elysee Fields".
The company has an official website. Today, Este Lauder publishes in books and magazines about marketing, promotion of business and beauty.