Lipsticks, Legends, and Lessons: Find out how this beauty icon turned her freebies into fortune!
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From the desk of Miles Everson:
Today, we’re turning the spotlight on a trailblazer in the beauty industry. Read on to discover how this “Marvel” set new standards in her industry and became a beauty icon! |
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Lipsticks, Legends, and Lessons: Find out how this beauty icon turned her freebies into fortune! Behind every iconic brand lies a visionary whose ambition and creativity spark something extraordinary. This is exactly how this “Marvel” revolutionized the beauty industry. Her name? Estée Lauder!
In the world of beauty, few names are as synonymous with elegance and luxury as Lauder’s. Her journey into the industry began with a curiosity spurred on by her Hungarian uncle who created velvety skin creams in their kitchen. Eventually, Lauder’s fascination with beauty led her to selling skincare and makeup in local beauty salons, where she would showcase what she called her “jars of hope” to women getting their hair done. Lauder recognized the power of letting people experience her products firsthand, leading her to utilize the strategy of giving free samples to gain sales, build trust, and foster customer loyalty. This experience laid the foundation of what would be her marketing approach. “Telephone, Telegraph, Tell a Woman” Lauder established her beauty brand in 1946 with just four skincare products: Cleansing Oil, Skin Lotion, Super Rich All-purpose Creme, and Creme Pack. Early on, she knew it wasn’t just about the quality of the products but how they were marketed to consumers. This is where her sharp understanding of marketing came into play. Her mantra, “Telephone, Telegraph, Tell a Woman,” reflected her belief that women (or consumers) themselves were the best marketers of products they loved. Long before social media and online reviews, she knew that satisfied customers would share their experiences, creating an organic network of new and returning buyers. By focusing on word-of-mouth marketing, Lauder tapped into a powerful and authentic form of communication. Women who tried and loved her products would naturally share their experiences with others, creating a network of new and returning customers. This organic growth strategy did not only help her save on costs, but also built a solid foundation of trust and credibility for her growing brand. Hustle, Adapt, and Repeat: How Lauder’s Grit Shaped Her Empire At the heart of Lauder’s success was an unwavering commitment to hustle. She was the embodiment of persistence and determination. Despite facing numerous rejections and challenges, she remained resilient and continued to seek opportunities where others might have seen dead ends. Her “hustle” mindset was evident in her hands-on approach to marketing her products.
From personally visiting stores to training beauty advisors and being present at every store opening, Lauder’s direct involvement ensured her brand’s image and message were consistently communicated. Her perseverance paid off as the company grew, eventually achieving annual revenues exceeding USD 17 billion and employing over 60,000 people worldwide. What’s equally impressive as these numbers? Lauder’s ability to adapt in the face of obstacles! When traditional advertising agencies rejected her proposals for ad placements due to her limited budget, she didn’t give up. Instead, she redirected her funds toward producing samples. This move not only addressed a limited marketing budget but also laid the groundwork for one of the most iconic marketing strategies in the beauty industry: The “gift with purchase (GWP)” strategy. Crafting a Beauty Legacy: What Can We Learn? Lauder’s journey in building her brand into what it is today demonstrates the immense value of persistence, determination, and innovation.
Her unwavering commitment to quality and her ability to think outside the box set her apart from her competitors. By refusing to accept failure and continuously adapting to challenges, Lauder turned her name into a symbol of luxury and success, leaving behind a blueprint for modern marketers to follow. Embrace these lessons of ingenuity and perseverance! Remember: With determination, innovation, and a relentless belief in one’s vision, you have the power to transform your dream into reality! Hope you’ve found this week’s topic interesting and helpful. EXCITING NEWS AHEAD The world of work has shifted, and there’s no going back. The barriers to entry have never been lower for talented professionals to work independently, and today’s massive external workforce is hardly a pandemic-produced fad. Business owners can only survive in the new work landscape by partnering with this deep talent pool. With decades of experience in both small-business entrepreneurship and executive management at PwC, I truly believe that the future of work is independent. With that, I’m happy to share with you that my book, co-authored with Walter Scott Lamb, is now available for pre-order on Amazon! Free Birds Revolution: The Future of Work & The Independent Mind This is an essential read for both independent professionals and corporate executives. Here, we provide educational and practical guides to unpack the ever-growing workforce and offer you crucial ways to become a client of choice. Click on the link above to pre-order your copy. Let this book help you future-proof your career and organization in the new world of work. Stay tuned for next Monday’s Marketing Marvels! This “Marvel” sold a way of life to his customers and made fashion accessible to a broader audience. Learn more about this fashion icon next week’s article! |
