Estée Lauder's autobiography reveals the remarkable journey of a woman who transformed a childhood passion into a global cosmetics empire through unwavering determination, innovative sales techniques, and an uncompromising commitment to quality.Born with an innate fascination for beauty, Estée's earliest memories were shaped by her mother Rose, who obsessively maintained her appearance to please a husband ten years her junior. Young Estée would spend hours brushing her mother's hair and observing her beauty ri...
Estée Lauder's autobiography reveals the remarkable journey of a woman who transformed a childhood passion into a global cosmetics empire through unwavering determination, innovative sales techniques, and an uncompromising commitment to quality.
Born with an innate fascination for beauty, Estée's earliest memories were shaped by her mother Rose, who obsessively maintained her appearance to please a husband ten years her junior. Young Estée would spend hours brushing her mother's hair and observing her beauty rituals—silent lessons that proved more valuable than any formal education. Her path crystallized when her Uncle John, a chemist, began creating skin creams in a makeshift lab in the family's horse stables. There, Estée received what amounted to a hands-on PhD in cosmetics formulation, learning to mix and perfect creams that would become the foundation of her future empire.
After marrying Joseph Lauder, Estée began her entrepreneurial journey in earnest, cooking small batches of cream in her kitchen while raising her son Leonard. She secured her first business opportunity at Florence Morris's beauty salon, where she developed what she called the "Sales Technique of the Century." She would approach women trapped under hair dryers, offering free applications of her cream, then sending those who didn't purchase home with samples. This strategy built a devoted customer base through what she termed "Tell-a-Woman"—word-of-mouth marketing that would prove more powerful than any advertisement.
The path wasn't without pain. Early in her career, a cruel customer's cutting remarks about Estée's circumstances became fuel rather than defeat. She transformed humiliation into motivation, developing the emotional intelligence that would later define her legendary customer service—treating every woman, regardless of background, with dignity and respect.
Estée's obsession with quality extended beyond her products to their packaging. When a customer's kitchen staff mistook her cream jars for mayonnaise due to peeling labels, she embarked on extensive research, visiting customers' bathrooms to understand how her jars would fit within different décor schemes. Every detail mattered—the jar color, the label permanence, the overall aesthetic.
The breakthrough came when Saks Fifth Avenue placed an $800 order. Estée and Joe closed their smaller counters, rented an empty restaurant as a production facility, and focused entirely on this opportunity. Armed with just four products—she believed a few exceptional items outweighed hundreds of mediocre ones—they sold out within two days. The customers she had nurtured through years of samples and personal attention arrived in droves.
Her expansion strategy combined personal presence with innovative marketing. When opening at Neiman-Marcus in Dallas, she appeared on local radio promoting "Start the New Year with a New Face"—a campaign the store repeated annually. She insisted on personally training saleswomen at each new location, teaching them to respect customers and believe genuinely in the products.
Perhaps her most revolutionary creation was Youth Dew. Recognizing that women wouldn't buy perfume for themselves, waiting instead for gifts, Estée reframed her fragrance as a bath oil. Women could purchase it guilt-free, like lipstick, without waiting for special occasions. Youth Dew generated $50,000 in its first year and reached $150 million by 1984.
Throughout her career, Estée maintained that business couldn't be learned from books alone—it required jumping into the pool and learning to swim. Her story demonstrates that success comes from following one's purpose with boldness, treating every interaction as an opportunity to serve, and understanding that the sum of many little things done well creates something extraordinary.
If you would like to pick up a copy of this book, I would suggest searching by Estée Lauder a Success Story in eBay or on the web.
For all other show books
Deeply Driven Books (Amazon Affiliate) - 100% of commissions will be donated to help support Children’s Literacy!
Past Episodes Mentioned
#3 Becoming Trader Joe | Business Masterclass from a Legend
#16 How Jim Casey Turned Service Into UPS's Superpower
E18 Harry Snyder: In-N-Out and the Power of “Keep It Real Simple”
If you enjoyed this episode, please leave us a review. It would greatly help the show and we thank you in advance for all your tremendous support.
Deeply Driven Newsletter
Welcome!
Deeply Driven Website
Deeply Driven
X
Deeply Driven (@DeeplyDrivenOne) / X
Substack
https://larryslearning.substack.com/
Thanks for listening friends!
