In honour of the strongest sales growth in three past years, I thought I would write about Estée Lauder. However - like with all my blogposts - I will add my so called 'Waldorf-Touch' (no, that is not really a thing and I totally just made it up, but I might continue using it).
A simple introduction to the Waldorf-Touch:
The Waldorf upper-east-siders dictionary describes the Waldorf-Touch as follows
- once every 1-2 weeks, the writer of Waldorf Dreams, selects one brand and writes about it in her brands and ads series. Instead of just linking high end products and talking about the price, the writer takes a brand, puts it under the magnifying glass and presents to you the result of many years of hard work, architecture, tradition, beauty and luxury that make a brand unique.
*clears throat and stops speaking in proper British accent*
Estée Lauder - born Josephine Esther Mentzer in 1908 - was a businesswoman from America - who co-founded her perfume empire with her husband Joseph Lauter.
In the year 1998, the Time magazine included Estée Lauder in the list of the '20 most influential business geniuses of the 20th century'.
Estée was her nickname when she was a little girl. Later she decided to put a accent mark on the 'e' to make the name sound more French. More chic.
Her story started when she started helping her uncle Dr. John Schotz in his business. Her interest for beauty, creams and fragrances increased as she watched her uncle create his products. She named and sold her uncles blends under the names like: 'Super Rich All-Purpose Cream' or 'Six-In-One Cold Cream' to local beauty shops, resorts and beach clubs.
In the year 1953, Lauder introduced her first fragrance: Youth-Dew, a bath oil which also doubled a perfume. Women started bathing in that oil instead of putting perfume on.
The product sold over 50.000 bottles in the first year. The number jumped to 150 million by 1984.
During the recording of a documentary about her life called: Estée Lauder: 'The Sweet Smell of Success' in the year 1985, Estée Lauder said:
"I have never worked a day in my life without selling. If I believe in something, I sell it, and I sell it hard."
THE ESTÉE LAUDER LOGO
The companies logo is easily recognisable and its simple style reflects the companies elegant brand image. Elegance is also reflected in the colour choice of the font, as the colour white stands for purity, luxury and nobility.
Furthermore, the colour white is considered to be the colour of perfection. The dark blue/navy background stands for imagination, expansiveness, trust and loyalty, which the company wants to be associated with.
The German type designer - Herman Zapf - created the font which the brand uses for its logo. The name of the font is 'Optima Medium', however, slight differences between fonts can be found.
I hope you liked my little homage to Estée Lauder. What is your favourite brand logo?
Remember, nothing happens by accident. If a brand uses a specific colour, then there is a very good reason behind it.
Sometimes you confuse your needs. You don’t need a boyfriend.
You need a black dress, white pearls and red lipstick.
& a drink.
Disclaimer. I do not own any of these images on this blog unless noted. Please follow link for artist/owner.