A beauty brand that’s been around for over half a century needs no introduction, but Estée Lauder‘s rich history and legacy deserves to be told over and over. For a name to last this long and remain relevant even when beauty trends come and go—and our standard of beauty continues to evolve—it needs more than a range of amazing products (which it clearly has). It needs a story. It needs a purpose. Here, we sat down with the experts at Estée Lauder to talk about Estée, the fearless entrepreneur who founded this brand, as well as how her vision has managed to transcend her life and impact today’s women.
Dermstore: Estée Lauder has been around for over six decades. How did it all start?
Estée Lauder Team: Estée Lauder founded her company in 1946, armed with four products and an unshakeable belief that “every woman is beautiful.” That simple notion literally changed the face of the beauty business. And her message remains just as relevant and powerful today as it was when she began.
What was lacking in the industry back then that the Estée Lauder brand tried to fill?
Estée Lauder was a fearless entrepreneur who refused to listen to experts or settle for anything less than the very best. Visionary, determined, creative and courageous, she saw the future of beauty long before others imagined it. She was the first to understand that nighttime is the best time to repair skin. And she was the first to recognize the negative impact of environmental assaults on skin. And decades before social media, she ran word-of-mouth campaigns. Her oft-repeated mantra was “Telephone, Telegraph, Tell a Woman.”
What was the brand’s beauty philosophy? And how has this changed over the years?
Estée Lauder believed beauty was vital, transformative, exhilarating, exciting and important—a catalyst for the imagination, a force for reinvention and a means to express how we want to be seen by others. She also believed that when you are open to beautiful things and experiences, you begin to see the beauty in everything. And she believed that true beauty makes us better. It makes life better. And ultimately, it makes the world a better place. True to this, Estée Lauder remains an optimistic, aspirational brand that joyfully embraces life, beauty and femininity. And, we encourage women to use the power of beauty to enhance their lives and pass that power along to other women.
Describe the Estée Lauder woman—what is she like?
Estée Lauder is the ultimate woman’s brand—founded by a woman for women, every product is created with a woman in mind. And we continue to inspire women to excel and expect the best whether they chose to run a marathon, a business, a household or a country. While what defines the Estée Lauder woman is a universal spirit and value system, women’s roles and opportunities are still developing and evolving in different parts of the world. We strive to understand and respect cultural nuances and local relevance so that we can address a woman’s individual needs. We spend time listening carefully to our customers and we use these deep insights to formulate our approach to products, services and experiences. And as the power of women worldwide increases, Estée Lauder will continue to help define women’s aspirations and desires for beautiful, locally relevant products and personalize experiences that express heritage, aspiration, cutting-edge innovation and glamour.
For someone who is new to the brand, which five products should they absolutely try first?