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 Estee
Lauder is one of the most acknowledged and sold cosmetic lines in the world. As
well as other cosmetic brands, the company manufactures products appropriate
for women of particular group. Innovative technologies, laboratories with
latest equipment with highly qualified personnel is what we face today. The
brand, a big fish in the cosmetic industry, reputed and famous all over the
world, initiated the business from kitchen and family recipe of the home-made
cream for face care. So, the small family business came to grow into one of the
legendary companies.
As many other
cosmetic companies launched in the early XX century the Estee Lauder brand paved
its way from the small business and a small container with the cream. The first
product the Lauder couple traded with was the facial cream made by the family
recipe by Estee Lauder herself. There is a legend in the history of the brand
when a customer who stored the cream in the fridge, confused the mayonnaise and
Launder cream and seasoned the sled with the cream. The cream that disappeared
that night was found only the following day, though all the guests enjoyed the
salad.
The major triggering power of the future corporation was the founder of the brand,
EsteeLauder. She was known for incoercible energy and agile mind
which evoked creation of newer marketing approaches which were successful enough
to bring her company to the peak of the cosmetic business and Estee Lauder
Company keeps over forty five percent of the entire market of American cosmetic
products, as the statistics tells.
The first cosmetic
products manufactured in 1946 were cream for greasy skin, cleansing facial oil,
universal cream (the very cream added to salad) and nourishing milk. And in the
soonest time the assortment of products was extended and eye shadows, mascara
and powder were added to the list. At the same time the packing found its
corporate blue color for ever.
The
cosmetic products of the company are still demanded on all continents thanks to
her marketing methods and policy. Estee Lauder is attributed to creation of
ideas of direct sales, bonuses during shopping, free of charge testers before
the major product is bought, as well as the new idea used by many cosmetic
boutiques till now: a customer who gets more than one cosmetic products is
gifted a whole cosmetic bag of testers by Estee Lauder.
Moreover, the
fashion historians believe that Estee invented the lipstick presented in the
metal case, the same we buy today.
The brand
Estee Lauder became on of the most recognizable companies in more than one
hundred and twenty countries following the policy elaborated by its founder,
and it provoked opening of over ten thousand shops to keep around 50% of the
market of cosmetic products in USA.
Today Estee
Lauder is one of those reputed companies that manufacture high class elite
cosmetic products. The brand is specialized in face skin care products. For the
latest twenty years the cosmetic concern Estee Lauder founded seventeen brands,
the most reputed of which are Origins, Estee Lauder, МАC, Clinique, Bobbi Brown, Aramis, La
Mer. Every single brand is specialized in
production of the particular cosmetic product. Unlike many other businesses,
the concern is headed by the family representative, the granddaughter to Estee
Lauder.
The Company
cosmetic products include the decorative cosmetics, professional skin care
products and perfume.
Out of
variety of cosmetic products the daily and night cream from Time Zone
series
evokes the most complaints which has too fatty texture which makes
absorption
difficult, as the customers say. It results in creation of the mask on
the face
which is unpleasant to rinse with water. The decorative cosmetic is also
not loved by all the customers. However, the classic palette of colors
is found
to be disliked by many women. Matte Estee Lauder Powder is the product
that
evoked the reaction of public. Many women state that the product comes
in
particles inside fine mimic wrinkles around eyes.
On the
whole, the customers appraise the texture of the lipstick and fascinating
volumetric particles is the lip gloss lasting for longer time. Besides, almost
all women who applied the multi-layer system of face cleaning confirm of the
high quality and the actual effect of the product.
The ad
campaign for Estee Lauder products is always prominent, flamboyant and many
beautiful models are invited to be the image of the cosmetic line. One of the first
invited celebrities was the top model Willow Bay,
then the supermodel Paulina Porizkova was chosen the image of the line,
followed by the actress Elizabeth Hurley who is the image of the Company till
now. Estee Lauder cosmetic lines are demanded and regularly used by Carolyn
Murphy, Liya Kebede, Gwyneth Paltrow who was offered to be the image of the
Company in 2005, and Jessica Alba.
Creams,
powder, lipstick, eye shadows and mascara are all when the fashionable cosmetic
company works with. In spite of many-million earnings, the brand never ends at
achievements. The employees of the scientific research subdivision prepare the
new wonder packed in the blue container by Estee Lauder.
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