Estée Lauder: The Mother of Modern Marketing

Estee Lauder, a pioneer in the beauty industry, revolutionized marketing with innovative strategies. Her techniques, such as branding, direct mailing, and clever product naming, set new standards. Lauder's premium pricing and packaging created a sense of exclusivity, while her 'gift with purchase' approach added value. Her legacy as a marketing genius continues to influence modern practices.

What was Estee Lauder's initial interest in the beauty industry sparked by?

• Her mother's influence

• Her uncle's skin cream making

• A school project

• A famous beauty magazine

How did Estee Lauder rebrand herself to align with the fragrance industry?

• By changing her first name

• By adopting a French-sounding name

• By using her maiden name

• By creating a new company name

What innovative marketing tactic did Estee Lauder pioneer that is widely used today?

• Celebrity endorsements

• Try before you buy

• Social media marketing

• Flash sales

What was Estee Lauder's belief about beauty that influenced her advertising?

• Beauty is only for the wealthy

• Every woman has a right to feel beautiful

• Beauty is a luxury

• Beauty is a natural gift

How did Estee Lauder use direct mailing to her advantage?

• By distributing flyers in public places

• By advertising in newspapers

• By using department store mailing lists

• By sending emails to customers

What was unique about Estee Lauder's product naming strategy?

• Using numbers and codes

• Naming products after celebrities

• Avoiding scientific claims but implying efficacy

• Using scientific names

What pricing strategy did Estee Lauder use to create a sense of exclusivity?

• Discount pricing

• Cost-plus pricing

• Premium pricing

• Competitive pricing