“I didn’t get there by wishing for it or hoping for it, but by working for it. When I thought I couldn’t go on, I forced myself to keep going. My success is based on persistence, not luck.”
Estée Lauder
Estée Lauder, born Josephine Esther Mentzer in 1908 in Queens, New York, was a visionary entrepreneur who redefined the global beauty industry. The daughter of Hungarian and Czech immigrants, she turned a small line of skin creams developed in her uncle’s kitchen into one of the most powerful and enduring cosmetics empires in the world. The Estée Lauder Companies, founded in 1946, now owns a portfolio of prestigious brands, including Clinique, MAC, and La Mer.
At a time when the business world was dominated by men, Lauder carved out a space with passion, persistence, and an innate understanding of her customer. She pioneered marketing tactics like the free gift with purchase and personalized service at beauty counters—strategies still used widely today. Her legacy is not only one of commercial success but also of boldness, elegance, and the unshakeable belief in one’s product and self.
Four Key Lessons from Estée Lauder’s Life
1. Believe in Your Product
Estée Lauder’s faith in the quality of her creams was unwavering. She once famously said, “Telephone, telegraph, tell a woman,” emphasizing the power of word-of-mouth marketing. She personally demonstrated her creams at beauty salons and hotel lobbies, convinced that once someone tried them, they’d be hooked.
Example: In the early days, Lauder would give samples to well-connected women, believing they’d spread the word. This grassroots strategy built a loyal customer base before mass advertising ever played a role.
2. Hard Work Over Hype
Lauder did not wait for luck or publicity; she created her own opportunities. She worked long hours mixing, testing, and promoting her products, often doing everything from sales to packaging by hand.
Example: She was so relentless in her pursuit of shelf space at Saks Fifth Avenue that, after multiple rejections, she “accidentally” spilled a bottle of Youth-Dew bath oil on the floor of the store. The resulting buzz and customer interest finally convinced the store to carry her line.
3. Innovate the Customer Experience
Long before customer experience was a business buzzword, Estée Lauder made personalized service central to her brand. She trained saleswomen to teach customers how to use products, creating a more intimate and educational buying process.
Example: Her strategy of giving free samples revolutionized the cosmetics industry. This tactile, no-risk experience allowed customers to engage with the products and built immense brand loyalty.
4. Build a Brand with Elegance and Consistency
Lauder believed in the power of a consistent, upscale image. From product packaging to advertising, she crafted a brand that exuded luxury and refinement, attracting aspirational customers across generations.
Example: She personally approved every product, package, and promotional image, ensuring that her vision of beauty and elegance remained intact. Her attention to detail helped position Estée Lauder as a prestige brand in a crowded market.
Four Actionable Steps Inspired by Estée Lauder
1. Be Your Brand’s Biggest Advocate
Whether you’re launching a product, writing a book, or starting a nonprofit, embrace the role of chief promoter. Speak passionately and frequently about your vision.
Action: Create a compelling personal pitch for your project and practice delivering it with confidence. Share it often—online, in conversations, or at networking events.
2. Start Small, Think Big
Estée began her business in a makeshift lab, but her dreams were global. Begin where you are, with what you have, and always plan with a vision for expansion.
Action: Set one audacious long-term goal and break it down into monthly milestones. Track progress weekly to stay on course.
3. Master the Art of the Customer Experience
Go beyond just providing a service—offer an experience. Whether you’re a freelancer, artist, or entrepreneur, make interactions memorable.
Action: Identify one way you can add a personal touch to your customer interactions this month, such as handwritten thank-you notes or follow-up calls.
4. Work with Relentless Focus
Success isn’t just about ideas—it’s about execution. Like Lauder, treat your dream like a full-time job, not a hobby.
Action: Design a focused work schedule that protects time for your most important goals. Use time-blocking to limit distractions and boost productivity.
“If you have a goal, if you want to be successful, if you really want to do it and become another Estée Lauder, you’ve got to work hard, you’ve got to stick to it and you’ve got to believe in what you’re doing.”
Final Thoughts on Estée Lauder
Estée Lauder’s story is one of grit wrapped in glamour. She didn’t inherit a legacy—she built one, combining innovation, elegance, and tenacity to change the face of beauty forever. She reminds us that no dream is too big and no detail too small when chasing excellence.
Her legacy teaches us that belief—when paired with hard work, resilience, and vision—can create something truly timeless. Whether you’re crafting a business, leading a team, or just starting out, let Estée Lauder be your reminder: success isn’t given, it’s created.
Now, go create yours.
Estée Lauder's legacy is not only one of commercial success but also of boldness, elegance, and the unshakeable belief in one's product and self. Share on X
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