Estée Lauder vs L'Oréal | Skin in the Game | 3

Business Wars

Wondery

History, Business, David Brown, Management

4.6 • 13.2K Ratings

🗓️ 10 February 2021

⏱️ 28 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

It’s 1962, and Estée Lauder is on fire, with well-received new products helping solidify their position as the top high-end makeup brand. But Revlon is hot on their tails, and to fend off the threat the Lauders decide to develop a new brand: Clinique. With this line of hypoallergenic products for sensitive skin, they’ve unlocked a new customer base. But initial sales are disappointing, and as cash flow takes a nosedive, they must quickly determine how to fix their marketing approach.

Meanwhile, a young female copywriter pens a new slogan for L'Oréal that will go down in advertising history and send the company on a bright new path.

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Transcript

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0:00.0	Hey, prime members, you can listen to business wars, add free on Amazon music.
0:04.6	Download the app today.
0:07.0	What do you want?
0:11.4	1962, New York City.
0:21.2	In the Estee Lauder offices, Leonard Lauder gazes at a glossy black and white advertising
0:26.2	mock-up, the size of a magazine centerfold.
0:29.5	It shows a dark-haired woman, eyes locked forward, wearing a 30-smile, and of course pristine
0:35.8	makeup.
0:37.6	After years of watching and learning from his mother, Lauder has all grown up and taking
0:42.4	a greater role in the family business.
0:45.1	He's now a confident 29-year-old former US Navy lieutenant with dark hair and a dazzling
0:50.5	smile, and he's not afraid to speak his mind.
0:54.8	Sitting next to him is 37-year-old June Lehman.
0:58.2	He's come to Estee Lauder from overseeing advertising at Bergdorf Goodman, New York's
1:02.7	swankiest department store.
1:05.4	Business at Estee Lauder is good and poised to do even better.
1:09.9	The company recently landed its first international accounts, including London's legendary
1:14.6	Heritage Department Store.
1:16.6	And Lehman, with her marketing background, has just the expertise to help the Lauder's
1:21.9	continue to grow their profile.
1:25.2	Lauder looks up from the ad.
1:27.4	I'm just not sure.
	...

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