Evan Carmichael Top Header about About About facebook Twitter YouTube Google+

Lesson #5: Have a Message

Estee Lauder Quote


Staff post about: Estee Lauder
Become an Author

Free PDF Download
Estee Lauder Advanced Night Repair - By Estee Lauder

Name: Email:


Estee Lauder Inc. was not just about beauty products. Lauder wasn’t just creating skin creams to help get rid of wrinkles or perfumes to make you smell good; there was a deeper message to her products. And, it was a message that helped her successfully sell her products.

“In a perfect world, we’d all be judged on the sweetness of our souls,” said Lauder. “But in our less than perfect world, the woman who looks pretty has a distinct advantage and, usually, the last word.” Lauder’s beauty products were intended to make a woman feel beautiful, but it didn’t stop there. She wanted to empower woman, to give them a sense of inner beauty and self worth as well as improving the levels of respect they received from the outside world.

“People are more apt to believe you and like you when you know you look fine,” she said. “And when the world approves, self-respect is just a little easier.” Lauder’s products, much to the contrary of what many feminists believed, were in fact an extension of feminism. She wanted to help make women feel good about themselves so that they could go out in the world and achieve their goals. She believed that beauty is an attitude, and when you look after yourself properly – and use her products, of course – it would be a winning attitude. If you looked beautiful on the outside, Lauder believed you would feel beautiful on the inside, and from there, the possibilities are endless.

“You get more bees with honey,” she said. “You may have great inner resources, but they don’t show up as confidence when you don’t feel pretty.” It was this message that Lauder tried to convey through her product lines; buy from Estee Lauder, be beautiful and have the self-assurance to live the life of your dreams. On the surface, her products were about beauty, but there was a deeper message of the importance of having and cultivating self-esteem.

Thus, despite the secrecy surrounding her products and their ingredients, Lauder in fact claimed on numerous occasions that there was no secret to beauty. “Why are all brides beautiful?” she asked. “Because on their wedding day they care about how they look. There are no ugly women – only women who don’t care or who don’t believe they’re attractive.” Beauty was a state of mind and Lauder’s products, she believed, could help anyone achieve that state of mind.

In another display of marketing genius, Lauder understood that customers wanted to buy more than just creams and oils; they wanted a life-changing experience that would endure. The last drop of perfume might have been sprayed and the last ounce of cream used up, but the effects that Lauder was promising would be life-long. It was that message that people wanted to buy; they wanted the experience of true beauty that Lauder was selling. She took her products off the shelves and gave them a message, a life and a success that went farther.


Related Articles

  A Confused Prospect Does Not Buy
  Who Is Your Proud Family?
  Leadership Lessons Heard
  Copywriting Tips: Can I Borrow A Cup Of Content?
  Three Marketing Lessons from Realtors
  What People Say to Dogs!
  Outdoor Billboard Business - The Incorrect Assumption on Billboard Height
  The Gravity of Failure
  Entrepreneur – How Not To Have A Bad Employee?
  What Does Your Gut Say?
  Teamwork
  When You have Something Important to Say
  Lessons for Law Firms: Don’t be Summer’s Eve!
  Politics and Personal Branding: What the Presidential Election Can Teach Us About Branding
  What Do People Hear In Your Marketing?
  Book Review: Made to Stick
  Selling swimming pools is the same as selling what you sell
  Business Blogging, The Lessons of 100+ Posts
  The Highest Leverage Investment in a Business is...
  Getting Rich Is An Exact Science

Home > Famous-Entrepreneurs > Estee Lauder > Lesson 5 Have a Message >

Free PDF Download
Estee Lauder Advanced Night Repair - By Estee Lauder

Name: Email:


Related Forum Posts

Re: New McDonalds McCafe concept... Re: New McDonalds McCafe concept...
Re: Those Annoying Telemarketers Re: Those Annoying Telemarketers
Re: The Storm Brace a new invention Re: The Storm Brace a new invention
Re: Two hats - startup sales mentor and Message Slinger Re: Two hats - startup sales mentor and Message Slinger
Re: Watch What you Read Re: Watch What you Read

Share this article. Fund someone's dream.

Share this post and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
Share for a Cause
Like this page? PLEASE +1 it! Evan Signature
Bottom Footer



Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Name:
Email:
Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.