The beauty and cosmetic industry has grown in leaps and bounds not only in the USA but across the globe. Every nation has beauty and cosmetic companies that cater to the needs of the consumer. However, few of them have a global presence like Estee Lauder Corporation. This big name in the beauty and cosmetic industry of the world did not start off in a big way. It has humble beginnings and came into the market with just four skincare products. Its founder Estee Lauder was a sincere and honest woman who believed in quality and trust. Her products also reflected her image and gradually they became so popular in the market that after some years she managed to open her own departmental store in New York and later introduce her premium beauty product range at Harrods.
However, the success of Estee Lauder Corporation did not stop here. The company was to see more success stories after Bill Lauder, Estee Lauder’s grandson stepped in to manage and lead the important departments of the company. William was passionately involved in promoting and marketing the beauty brands and products the Company sold. He was in charge of nine premium brands and under him they all became popular not only in the USA but across the world as well. They were the first choice for both men and women.
William Lauder knew that it was very important to involve his consumers in the marketing process too. This is why he decided to take up the online operations of the Company. In this manner he was able to engage customers on the Internet. This gave him the personal touch that most beauty companies were not giving their customers at that time. This became an instant hit and it attracted new customers to the Company and its brands. Existing customers were also retained and they came to know about new launches and products via this online platform.
Another salient contribution Bill Lauder gave to the Company was the store within a store concept. This concept became so popular that many companies across the world also embraced it. William Lauder was a motivational team player and when it came to devising promotional and marketing plans for the organization, he was also successful. The Company managed to cross national boundaries and establish a strong global presence in the beauty and cosmetic industry in the world!