Estee Lauder (1907-2004) invented her first product Super Rich All-Purpose Cream at the age of 18. She market her products via conducting party among housewife at the initial stage but her product available for sales in Department store not long after that. She is the first person market her product by giving sample set in the beauty and cosmetic industry.
However, her product unable to affect the dominant position of Helena Rubinstein (HR) and Elizabeth Arden at that point of time, until she launch her first Fragrance, Youth Dew
in 1953. Youth Dew fragrance lifted Estee Lauder to become one of the leading brand name in beauty and cosmetic industry in US.Estee Lauder launch another star product Clinique in 1967. Clinique
signify that it is a product that would not cause sensitive reaction from skin.Like Loreal, Estee Lauder also growth via merger and acquisition. It has acquired a lot of brand over the year. Among them include Stila, Aramis, Prescriptives, Origins, M.A.C., Bobbi Brown, Tommy Hiltiger, La Mer, Donna Karan, Aveda, Jo Malone, Bumble and bumble, kate spade beauty, Darphin, Michael Kors and Rodan + Fields.
Estee Lauder now is the largest focus (not divesified like P&G) beauty & cosmetic company control by American (Loreal control by French)
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