Estee Lauder( The only representative of the cosmetics industry)
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Biography Estee Lauder
Hearing this name, husbands listlessly and indulgently drawn to wallets, wives giving another hundred dollars on perfume or cream. They and unaware that Estee Lauder - the woman who would give a hundred points to any man. Without any exaggeration: for example, in the list of people, "determined the face of XX century", which published the magazine Time, Estee Lauder - the only woman and the only representative of the cosmetics industry. Cooked her first cream in a saucepan, she has earned billions of dollars.
. A saleswoman in a clothing brand "Galeries Lafayette, a huge store on Boulevard Haussmann with the most chic in Paris, showcases nervously twirls a phone drive:" We have never had such "
. What happened was that. Decent kind lady came into the perfume department, suddenly opened her purse, took out a large bottle with a yellowish liquid with a flourish and slammed it on the floor. "Maybe it terroristkaN The newspapers write so much about terrorism," - thinks aloud sales. And in the business service and security service, unfortunately, perfectly still busy phones. What now budetN
After a few seconds for the perfume sales began to spread a wonderful fragrance. Initially stunned by the buyers just looked at each other, but within a few minutes hooligan could not fight off questions: "Yes, it's my new perfume - a beaming smile, she repeated .- It's Youth Dew, and my name is Estee Lauder. You never heard my imeniN "
Of course, here in its name no one had ever heard. And she knew it - in good old Europe, suspicious of everything American. However, this long, she is confident. The main thing to remember the name, and this wonderful flavor. For she had come to Paris to break the most famous department store in a jar with their latest and, as she believed the best perfume in the world. Boldly. Well, how else could she get away from the kitchen, where cooking its cream in a saucepan from the sosisokN
Born future queen of cosmetics in New York in a large family of Hungarian immigrants Max and Rose Mentzer. In what year exactly, nobody knows exactly. Whether in 1908, either in 1910. Lauder did not specify these details. She was the youngest in the family, the seventh in a row after five brothers and sisters. She got her name in honor of the beloved Hungarian aunt, but followed on spelling miracles do not allow to guess how it originally sounded. Estee really worried because of his Hungarian origin. Her exasperated parents, who spoke in English with a strong emphasis. She wanted to become a real American, that it was synonymous with success. It was not complex, going from poverty - Cinderella Este never. It was a dream coincides exactly with what is called the American dream.
Childhood Thriving. Father regularly kopivshy money and quickly add to his tailor shop and even a small shop clothes. The happy family holidays. All this was very nice. But all is not that, not that. Este began his business in his father's shop, helping him to deal, and decorated windows. But the real joy for her event which occurred shortly after the First World War, was the return of Uncle John Shottsa Mentzer, a chemist, to manufacture tools for skin care. His laboratory housed in a dilapidated barn just outside the parental home. Este curiously watched the bubbling liquid in the tubes and evaporation of the crazy colors. All decision was final and irrevocable: it will be scientists who will invent, produce and sell the cream with your name.
Este Nyutaunskuyu enrolled in high school. In January 1930 she married Joseph Lauder, a successful businessman, owner of fashion store. All this time, her experiments were continued: in the kitchen, in between cooking, set up face creams, lipsticks and powder. And once Este put their cream in her purse and went to the nearest beauty salon House of Ash Blondes, to arrange the first in the history of cosmetics a free demonstration.
. - You would postrichsyaN Or do manikyurN - cordially invited to her girl.
. - And a manicure, and see the manager
. We have already talked the other day - calmly replied Este.
Bluff pure. A few minutes later the manager chastised employees for free to impose on the clients face creams Este. They will, of course. Managing not mistaken - there were many willing. The trick worked: the women who give up free uslugiN few days the fighting creams women did not have lights out - a fundamentally new advertising product went on Hurray. A month to the Estee Lauder asked several owners of nearby shops. Six months later, her creams used not only in the district, but across New York. In the prestigious Upper East Side. example.
Each year, sales grew. Passion for women's cosmetics Lauder acquired epidemic proportions. The secret of success was very simple. At the presentations, each (more precisely, each) received a little free sample - a little powder, a little lipstick and so on - and penetrate to the Estee Lauder gratitude, but to its products - trust. Then there is demand, in the end ensured the inventor of this advertising know-how of world reputation and fabulous profits.
Lauder travels on holiday. In Miami, knows in the face and on behalf of each and every manager of a cleaner local hotels. She arranges the spacious halls of the presentation of their creams, sells them, his own make-up, each time offering to clients as much personal attention. Almost all personally acquainted. In the winter she visited clients at home, where the breaks between the game of bridge make-up of their girlfriends. Soon Estee Lauder enters the lists welcome guests almost all known women in New York.
In December 1942, Estee holds a day in a small cafe: there she discusses with her husband a new perspective of family business. She has requested assistance of an experienced and reliable person - a husband suited for this role as well as possible. Areas divided as follows: Este in charge of marketing, Joseph is responsible for finance. First they did it all ourselves and produced only four products for skin care (cream for problem skin, . Cleansing Oil, . saturated multipurpose cream, . Nourishing Lotion) and several types of decorative cosmetics (face powder, . turquoise eyeshadow, . bright-red lipstick),
. This was the first complete line of cosmetics Estee Lauder. Soon she developed for this particular line of greenish-blue packaging. Color, known as "Lauder blue, perfectly in harmony with the interior of any bathroom.
Estee Lauder insisted: big business are no trifles. She watched every penny, had lunch in the cafeteria, use public transport. She noticed that many women buy cosmetics at odd moments, along with other commodities. And she began to open their corporate offices in the prestigious and fashionable shops that sold expensive clothes and accessories. Este personally selected and trained Sellers. Female each new department held her weekly training - she did not want to lose customers because of the sellers, who all day hanging on the phone or meaningless whirl the mirror. They should be friendly and attractive. They must not only talk in detail about each product, but also demonstrate its capabilities on their example.
In 1953, Lauder invested $ 50 thousand. in samples which were sent free by mail. The result - thousands of new customers. But despite the success, money for real laboratory lacked. Creams are still manufactured in the kitchen. But no longer at home, and in a rented corner of a huge kitchen of a restaurant in Manhattan. She and her husband were ground dried herbs into powder, mixed them with oil, sterilized jars with boiling water, tied bows on packages. Everything was done manually. Our chef has been fascinated by the blond Este. Dear fat and had no idea that warmed to his kitchen ancestress of the future empire.
. There, in Manhattan, Estee Lauder and prepared the first large consignment of goods - to order a huge store "Saks on Fifth Avenue, which has many branches in other cities
. Because of the Estee Lauder learned outside of New York - she began to receive orders from stores around the country. By the beginning of 50's Este opened its offices across the United States in the prestigious stores, "Field Marshal", "And. Magnin, "Neiman-Marcus and Bonvin site Teller". Opening of a new department in the "Neiman-Marcus' first day in 1954 accompanied by the launch of the first slogan of the company. Under the musical accompaniment of a pleasant voice Estee Lauder offered to "begin a new year with a new face". America was finally conquered. It remains to conquer Europe
Before you break a bottle of perfume in the Galeries Lafayette, Lauder has carefully studied the habits of European public. Feminism, the democratization of opinions, the emerging cult of youth, makes good high fashion, all this would work for her. Its bold, almost avant-guard action in the perfume department attracted the attention of journalists. At this she hoped - Lauder gives interviews to fashion magazines. In the late 60's she creates and cosmetics for men - a collection of "Aramis" (if a woman can wear a suit, then why a man can not enjoy kremomN). French, followed by the Germans and the British appreciated the novelty. In the 70 Lauder instantly reacts to the rise of the European movement of "green" and creates a collection of "Clinique" - the first full line of cosmetics targeted at reducing allergic skin reactions. This is more than 100 cosmetic products for all occasions - from wrinkles, from black eyes, from skin irritation. Later, the largest specialist in the field of cosmetology, Lawrence Appel admitted that the Swiss Age Controlling cream and lotion Night Repair, stimulating cell renewal, is really the best of what there is in this class, cosmetics. The European public is also noticed cream and lotion ahead in terms of sales of other products for skin care. Success was deafening.
The hardest thing was to conquer the European market with its strong spiritual tradition and well-known brands. However, Estee Lauder happened. Sport, classic, exotic flavors - for all tastes. Luxury Men's Cologne gamma. Lauder balls, formal dinners, parties, cocktail parties, which comes up with enticing title "Rich & Famous". Donnybrook with the indispensable participation of journalists held in her home in Manhattan, at a villa in St. Jean Cap Ferrat in southern France, in the posh London apartment, a house in Palm Beach, Florida. Press operates without misfires: "The most beautiful men in New York praised the new collection of Estee Lauder", "First Lady of New York's very fond of a new fragrance, Estee Lauder. And what were prizes, first prizes at competitions, the growing success. And Europe has recognized that the American Estee Lauder really knows how to make perfume.
Today the empire Estee Lauder described dry figures. In 1998, sales totaled $ 3.618 billion. Network of 30 thousand. Beauty Salons, bearing her name, and a countless number of branded divisions spread throughout the world, who is Estee Lauder, they know more than 100 countries. Her company employs over 15 thousand. man. The numbers can also try to express and the main achievement Lauder - in advertising. Enough to give 1 milligram of spirits or 2 grams of cream, so you bought a liter of spirits, and creams - the kilogram.
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