Estee Lauder / "Estee Lauder"

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At words «Este Lauder» in a head of each woman the association with expensive cream or pleasant perfume will flash, in a head at each man the counter of in vain spent money will twirl. However, besides, what is it - the name of the glorified cosmetic stamp, it also a name of one of the most ingenious women of our century: the woman who have transformed beauty in the big business.

At words «Este Lauder» in a head of each woman the association with expensive cream or pleasant perfume will flash, in a head at each man the counter of in vain spent money will twirl. However, besides, what is it - the name of the glorified cosmetic stamp, it also a name of one of the most ingenious women of our century: the woman who have transformed beauty in the big business.

Dzhozefin Ester Menttser (Josephine Esther Mentzer) was born in a family of parents-emigrants (the father was the Hungarian, and mother - the Czech) in New York area Queens. It always hid date of the birth, but biographers consider, that it was born on July, 1st, 1908.

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The younger daughter in family Esti Lauder since young years differed persistence and purposefulness.

The dream at the girl was one, it was banal: to become «the present American». She did not dream of riches - family Este a vein in a relative prosperity thanks to small business of the father - sale of a hardware. In due course the little shop of the hardware goods began to bring have arrived so much, that has allowed to open pair of shops of clothes. But all it was not what wanted Este.

But the destiny nevertheless has presented Esti chance to prove. Suddenly arrived uncle John Shotts who was the chemist, and very much liked to prepare nutritious creams for perfect ladies, that not suspecting, has opened to the girl road to «the big life».

The uncle has lodged behind family Menttser shop, the small laboratory in the same place has taken places. The girl could observe days of gurgle of multi-coloured liquids in test tubes and inhale perfumery aromas. And there she has understood how to reach treasured dream: it becomes known. She will sell creams with the name, and these creams will be magic. From the uncle also the first recipes of creams also have been inherited.

Este has entered the Njutaunsky higher school, and has ended it with distinction. In January of 1930 has married Joseph Lautera (subsequently spouses have replaced a surname on Lauder), the successful businessman and the owner of shop of fashionable clothes. After three years at them the first son was born. All this time she assiduously created of what dreamt since the childhood: on kitchen, in small kastrjulke creams, lipsticks and powders cooked.

At last Este has decided, that this creations are perfect enough and worthy to carry her name.

In beauty salon House of Ash Blondes it was noisy enough. «You would like to be cut? To make manicure?» - the girl to the entered client has addressed. «Both that, and another and to see the managing director» - that has unperturbably responded. The girl has shrugged shoulders - but, as is known, the client is always right.

In some minutes the managing director punished to employees to offer new service: free drawing of a humidifying cream at will of the client. How you think, whether many women have refused free procedure? And it was only the beginning. A month later to Este Lauder some owners of neighbouring salons have addressed. In half a year its creams used any more only in district, but also across all New York. In prestigious ist-sajde, for example.

Every year sales grew. The hobby of women for cosmetics Lauder reminded epidemic - still, on each presentation of the client the small sample of powder, lipstick and a cream received. Buyers have like to Este Lauder gratitude, and to its production trust. Este drove about on the country: her knew by sight and by name of each cleaner and each manager of local hotels. It arranged in halls of presentation of the creams, sold them, itself did a make up, rendering to clients as much as possible personal attention. Almost with all got acquainted personally, and smiled, smiled, smiled. In the winter she visited clients in-home where in breaks between game in a bridge did a make up by it and to their girlfriends. There was a demand, and together with it and means for business expansion.

In December, 1942, in small cafe Este has discussed with the husband of prospect of new family business. To it the help of the skilled and reliable person already was required - the husband approached for this role as well as possible, besides she did not wish to give own child into strange hands.

Fields of activity have divided so: Este continues to be engaged in marketing, Joseph is responsible for the finance. There was a first high-grade line of cosmetics-leaving - a cream for the problem skin, the clearing butter, a humidifying cream, nutritious loson, and a line of decorative cosmetics: powder for the person, turquoise eye shadow, bright red lipstick. For it Este has developed an extra packing with unique colour «lauder blju» - this colour, according to Este, fine was in harmony with an interior of the majority of bathrooms.

It went shopping, had dinner in cafeterias, used public transport, and everywhere noticed that is useful to it in business development. She has noticed, that many women buy cosmetics between times, along with other goods, and began to open the firm departments in prestigious and boutiques where expensive clothes and accessories were on sale.

The special attention was given to training of sellers: all girls passed at it personally week curriculum. They should be affable and attractive, and not only in detail tell about each product, but also show all its possibilities on the example.

To the beginning 50 Este Lauder began to sell production across all America. The largest shops - "Saxophone", "Marshal Fild", "Neumann-Markus", «Bonvit Teller» - reserved its cosmetics. Really brand Estee Lauder has affirmed in 1953 when Esti has let out a series of products Youth Dew. Then there was a first slogan of a brand: «Begin New year with the new person» - a roller sounded itself Este. It is necessary to subdue Europe.

Well dressed lady has entered into a perfumery little shop at the Parisian department store «Galeri Lafajet» and has opened a handbag. The saleswoman has nervously stood - however the lady has got the big large bottle of strange colour from a handbag and with force has thrown it on a floor. «Poison, gas, the terrorist!?» - thoughts of the saleswoman were swept up, and on a little shop the surprising and unfamiliar fragrance of spirits extended. «What is it!? What is this aroma?» - in some minutes asked clients, but the saleswoman did not have an answer. «It is my new spirits, - shining a smile, the lady, - Youth Dew from Este Lauder has declared. Want the such?»

Certainly, here her name anybody never knew. And dream Este - to become the present American - for a long time already was executed. But, as it usually also happens, reached it has appeared too little. Now she has wanted to subdue all world. She knew - in old kind Europe with mistrust concerned all American, and furthermore, to the American cosmetics.

What can these rough Yankees know about perfumery? And how she has dared to arrive to Paris, in fashion and beauty capital?

But Este still remembered how cooked the first cream in kastrjulke, and these memoirs were so strong, that she was ready to run anywhere and to do everything that it remains in the past. And the courageous action has drawn of "the broken bottle» attention of journalists - in those days the similar call could not remain not noticed.

Time of the changes, arising feminism and men's wear for women - Este and these changes has managed perekroit under itself. If the woman can carry a dress coat, paternal to the man not to start to use humidifying cream? So there was a collection "Aramis". Like a sensitive barometre, Este caught changes of moods in a society. Occurrence of movement of "green" was welcomed by opening of stamp Clinique, the first hypoallergenic cosmetics. And, certainly, receptions, receptions, receptions.

The success of its stamp is a success most Este first of all. It became the most known secular character and its receptions had mad success in a society.

Know-how Este - if uses your cosmetics someone well-known, means it will want to use all. Therefore it gave the means to all familiar celebrities: to actresses, actors, singers and singers, and it was free advertising - ideal advertising for cosmetics.

Private concern Estee Lauder developed, and in 1982, one year prior to Joseph's death, the elder son of founders of the house, Leonard, became the general director. For 13 years it has increased a company sales volume four times. In 1995 company ESTEE LAUDER has decided to enter the share market. IPO has brought to owners $335 million In 2003 the company has occupied 249 place in list Fortune of 500 largest corporations of the USA. Revenues ESTEE LAUDER by this time have reached $4,74 billion

Now in an active of its company about 70 stamps of spirits, including such brands as Prescriptives, Clinique, Origins, Aramis and Tommy Hilfiger. In 1998 Este Lauder it has appeared the unique woman who has been switched on in the list made by magazine Time of twenty most influential businessmen of the present. Today its business costs approximately $10 mlrd, supervising 45 % of sale of cosmetics in the American shops. Production «Este Lauder» is on sale in hundred thirty countries of the world.

Even after tens years success Este Lauder does not call doubts. The firm and remained family, now it is headed by son Este, Leonard, and his wife Evelin.

Now in any large department store Estee Lauder advances competitors by quantity of jars, flakonchikov and the tubes, which buyers with pleasure carry away home in beautiful packages. Estee Lauder Companies has entered into number of world leaders in manufacture and sale of perfumery, means for a make up, care of a skin and hair, both for women, and for men.