The brand history of the make-up brand Estee Lauder

Estee Menzel was born in 1907 to a Hungarian Jewish immigrant family in Queens, New York. Her father operated a hardware store and she was the ninth child in her family. Isiti's uncle is a pharmacist who likes to administer various chemicals in the laboratory on weekdays. In the 1930s, Esty obtained a moisturizer formula from her uncle. She formulated the product and sold it to female customers in the Manhattan Beauty Salon in New York.

In 1946, Esther, who was already Mrs. Lauder, and her husband, Joseph Lauder, founded their own company in New York with US$50,000—Estia Lauder, which was later translated in Chinese as “Estee Lauder”. the company. The company initially sold only four products: cleansing oils, creams, lotions, and full-effect emollients. In the first year or two, Estee Lauder's business did not do much. In 1948, with her outstanding eloquence, Mrs. Lauder persuaded the famous New York department store, SAKS Fifth Avenue, to allow himself to set up a special counter. Estee Lauder is known as a brand of high-end skin care products, and has risen since then.

In 1953, Estée Lauder launched Youth Dew. This is a fragrance bath oil that can be used as a perfume. "Adolescent Dew" succeeded in its listing and broke the situation in which French perfumes dominated the world, making high-end perfumes no longer a luxury that only a few ladies can use. Estee Lauder has also won a reputation for innovation and quality. Since then, Estee Lauder's perfume has always been highly respected by the fashion industry. For example, its BEAUTIFUL perfume, its advertising has always been the bride. It is said that the BEAUTIFUL fragrance was inspired by Lady Lauder's best memories of her life, as well as touching vows. "I don't want BEATIFUL to smell like roses, gardenia or any kind of individual flower. I want to make BEAUTIFUL the most wonderful, richest and most harmonious fragrance in the world. Said Lady Lauder.

In fact, Mrs. Lauder's most famous sentence is: "Every day in my life is not selling." She not only has a keen insight into fashion trends, but also a marketing expert in business. She has two major innovations in the promotion of cosmetics: One is to distribute small packets of trials for free, because she believes that “good products will speak for themselves”; the other is when customers purchase products, customers can get the same brand of gifts. These pioneering initiatives have become the classic means of cosmetic marketing today.

In the 1960s, Estee Lauder began to expand internationally and entered Britain, Canada, Australia, France, Germany and Japan. Most Estée Lauder counters are located in high-end department stores such as Harrods in London and Galeries Lafayette in Paris. The more fashionable and expensive the place, the more the lady's heart was intended.

In addition, the company has continued to expand its product line. In 1964, it launched men's fragrances and beauty skin care products. In 1968, it established the Clinique Laboratory to develop and produce skin care products that have undergone anti-allergy tests and contain no fragrance. In 1990, in order to adapt to the global environmental protection trend, Estée Lauder established Origin Co., Ltd. The product developed by the company emphasizes the natural plant formula. Without animal experiments, all packaging can be recycled.

In 1985, Estee Lauder's annual sales revenue exceeded $1 billion. In 1995, the company was listed on the New York Stock Exchange. At present, Estee Lauder products are sold in 130 countries and regions in the world. In fiscal year 2004, the company's net sales income was 5.79 billion US dollars, which is a veritable cosmetics empire. EsteeLauder, LaMer, Clinique, Origins, MAC and other brands are owned by Estee Lauder, which accounts for half of the well-known cosmetics brands in the United States.

So far, Estee Lauder still maintains a strong family color, and 4 of its top management are family members. In April 2004, Lady Lauder, who founded Estée Lauder, died in Manhattan at the age of 97. Mrs. Lauder was named one of the 20 most influential 20 business wizards of the 20th century by the "Time" magazine in 1998 and is the only woman.

When Mrs. Lauder founded the company in 1946, she had an unshakable belief: "Every woman can be beautiful." By the time she died in 2004, this simple idea has almost changed the face of the cosmetics world. In the United States, Estee Lauder is already a typical representative of fashion and perfection. The brand's position in the global high-end cosmetics industry is indispensable.