Lesson #5: Have a Message
Lesson #5: Have a Message
“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.
Lesson 5 Have a Message
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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.
Lesson 5 Have a Message
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