29 August 2021


The history of the Estee Lauder brand

Josephine Esther Mentzer, and in the past the smart girl Esty, whose future no one suspected that shop windows would bear her name – Estee Lauder.

Childhood Estee Lauder

Little Esty was born. Her parents were simple people who loved their daughter.

Brand history

His father is a tailor who soon changed his occupation and opened a hardware store. At the same time, Esty became his assistant in window dressing.

But what can most affect the formation of a girl, if not a mother. She loved to take care of her skin and take care of it, protecting her face with a beach umbrella and her hands with gloves. It was mom who became a role model for her.

Brand history

Until a short time later a stranger Esty knocked on their house. He turned out to be her mother’s brother – John Schotz. He came from Hungary to start his own business – a laboratory in the backyard of their house. Since then Esty has not been seen or heard …

Brand history

All days she disappeared with her uncle in the laboratory to find out something interesting, which could then be told to everyone.

So, the first instruction she received from her uncle, when he said to her:

Brand history

For Esty, this was one of those mysteries she had been waiting for. Instead of the usual soap, my uncle came up with something different. This product made her skin look so much better!

After a while, the whole school knew about the unusual face product and Esty began to sell it, praising a wonderful product with incredible soap qualities.

“So, she became imbued not only with beauty and skin care, but also with the creation of cosmetics.”

Father’s prejudices became a hindrance. He was the first to notice the girl’s ambitions and decided that Esty should first get married, and her career will wait!

For those times, it was a classic outcome for any girl. And Esty came to terms with this, marrying a certain Joseph Lauter, having met him in the city of New York, where they were vacationing with the whole family.

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Later, she gave birth to a child, which did not prevent her from experimenting with changing the composition of the means that her uncle once taught her.

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And if not for the accident that played a huge role in her career, who knows how things would have turned out. When she went to the hairdresser, one of the craftsmen commented on how good her skin looked. This did not bother Esty at all, on the contrary, it allowed her to share her little discoveries.

Brand origin

So, she began to come daily with her modest jars, and left with far from modest results.

The history of the Estee Lauder brand

All visitors to the salon noted the quality of her products. And Florence Morris – the owner of the salon made her an offer: “Esty, I want to buy the whole batch of skin care products from you!”

The history of the Estee Lauder brand

She continued to refine the composition of each product, which led to the success of her products. And the solution – to create miniatures of funds as a gift upon purchase – has become innovative. This is how the world’s first cosmetics samplers appeared.

Estee Lauder’s first store

In 1948, she pursues a location for her brand in Saks on 5 Avenue.

Brand history

And on the very first day, all the products were sold out.

Estée Lauder perfume

After this incredible success, she decided to launch the first perfume called Youth-Dew Estée Lauder.

The history of the Estee Lauder brand

In the first year, about 50,000 copies were bought, which indicated the recognition of the fragrance by buyers.

The history of the Estee Lauder brand

The story doesn’t end there. One of the EstĂ©e Lauder employees came up with an innovative idea – to create a line of skin care products. So, in 1968 the brand appeared Clinique

The history of the Estee Lauder brand

Estee Lauder recruited renowned dermatologist Norman Orentreich and Vogue-Carol Phillips to the project. They created the world’s first dermatological line of allergy-tested and fragrance-free products.

Until now, the Clinique brand occupies a leading place among the brands of decorative cosmetics. And I think EstĂ©e Lauder would be proud of herself to this day. She managed to create the brand she dreamed of ever since she saw her uncle’s laboratory in the backyard of her house …

This was another story of one cosmetic company, Estee Lauder.