'Telephone, telegraph, tell a woman:' Listen to Estée Lauder's legendary vision for word-of-mouth marketing

As part of her sales strategy, Estée Lauder personally demonstrated her early products at hair salons

Estée Lauder differentiated itself from other luxury cosmetics brands (including those helmed by the fiercely competitive Helena Rubinstein and Elizabeth Arden) partly through its product demonstrations. Lauder believed that actually touching her customers' faces to show them both how the product worked and how to use it was an essential part of her sales pitch.

With the advent of charge cards, Estée Lauder fought to get her products in department stores to benefit from impulse purchases

Because Estée Lauder focused on personal relationships and demonstrations as one of her primary sales strategies, getting her product in front of enough people was an early struggle. Similarly, many customers wanted to buy her products, but didn't always have the cash on hand. One of her biggest accomplishments was earning a retail spot at Saks on 5th Ave in Manhattan, which paved the way for her brand to become a household name and gave customers more flexibility to make purchases on the spot.

Read Time Magazine's profile of Estée Lauder—the only woman named to a list of the most influential business leaders of the 20th century

Time Magazine's 1998 profile of Estée Lauder credited much of Lauder's global success to her incredible work ethic and her dedication to creating the highest-quality products, even if those products weren't trendy.

When a Paris department store hesitated to sell Estée Lauder's perfume, she 'accidentally' broke a bottle, causing the smell to spread throughout the store and shoppers to start asking to buy the scent.

Estée Lauder used wealthy people's bathrooms to curate the color of the jars her products were sold in

While Lauder herself was just starting her cosmetics empire, she knew wealthy people who could afford high-quality products would always be her target market. In order to make her products as appealing to this market as possible, Lauder held up different colors of glass bottles in people's bathrooms to see what would look best with their decorations before landing on a turquoise bottle with a gold cap.

Explore old photos of Estée Lauder's life

Despite her humble upbringing, Estée Lauder's love of beauty and glamour helped propel her social climb. Lauder became friends with many elites over the course of her life—including the late Princess Diana—owned homes in the Hamptons and the South of France, and turned her family business into a cosmetic empire. (Some users may experience a paywall.)

Estée Lauder's son, Leonard Lauder, transformed Estée Lauder into a global powerhouse

Leonard Lauder became president of Estée Lauder Companies in 1972 and is credited with much of the brand's expansion. Under his leadership, the company launched new lines like Aramis and acquired luxury brands to bolster its position in the luxury beauty market.

Estée Lauder once broke a bottle of the hit perfume 'Youth Dew' to convince French department stores to carry the product

Youth Dew, originally launched in 1953 as a bath oil, was wildly successful in the American market and one of the early products that cemented Estée Lauder as a luxury cosmetics brand. When the Galeries Lafayette in Paris hesitated to sell the perfume, Lauder "accidentally" broke a bottle of Youth Dew, causing the smell to spread throughout the department store. Shoppers began asking for the scent, and the department store agreed to sell it.

Leonard Lauder, one of Estée's sons, invented the slant on a tube of lipstick

Leonard Lauder was known for being an innovator, both in business and in product. He's credited with creating the now-standard slant of a lipstick tube, slicing the top off a then-bullet-shaped lipstick to better fit women's lips. (Some users may experience a paywall.)

Estée Lauder's family ran a hardware store in Corona, Queens

Estée Lauder grew up organizing the storefront window of her father's hardware store, which her family lived above. Lauder was reportedly a natural salesperson, and her experience working with her father is frequently cited as her earliest business training.

Explore the brands owned by Estée Lauder Companies

While Estée Lauder remains the flagship brand and namesake of the cosmetic conglomerate, the company owns more than 20 premier brands. Some of the brands—like Clinique and Origin—were created in-house, but others—like Tom Ford and Jo Malone—are a result of the company's acquisition strategy, which often targets companies with high-end retail products.

To ward off competition from Revlon, Estée Lauder launched Clinique—the first dermatologist-approved skincare line—in 1968

Clinique launched in 1968 as an entire product line, as opposed to just a single product, which was rare for cosmetics brands at the time. Clinique marked Estée Lauder's first venture into a younger, less luxury-oriented retail market.

One of LVMH's key business innovations was widening the luxury market's target audience

While certain items under the LVMH umbrella can cost thousands of dollars, like large Louis Vuitton bags, others, like coin purses or lipstick, cost significantly less. Some argue that these comparatively lower-priced items allows LVMH's target audience to be much larger in size than it would have been if it only targeted the world's wealthiest shoppers, whereas others argue that it makes the brand more vulnerable to economic downturns.

Advertising powerhouse Mary Wells Lawrence was the first female CEO of a public company listed on the NYSE

The TV show “Mad Men’s” character Peggy Olson is inspired by Wells Lawrence, who founded ad agency Wells Rich Greene in 1966. Wells Lawrence is also known for her famous Alka-Seltzer campaign slogan, “plop plop fizz fizz.”

Scroll through a 75-year timeline of Ogilvy’s iconic ads

From the brilliant Rolls-Royce slogan that David Ogilvy wrote himself (“at 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock”) to Dove’s early 2000s campaign for Real Beauty, these 75 ads are among the best in advertising agency Ogilvy’s history.

Soap operas earned their name thanks to the sponsorships of soap brands

Many early 20th-century radio programs for women were sponsored by brands that introduced each new episode. Because these dramas were aimed at women, many of their sponsors were for household products, like soap. The association led some to refer to the shows as "soap operas," a title that stuck.

How big brands keep your loyalty

We perceive ourselves as rational decision-makers—but research about our consumption habits suggest we are easily played by clever marketing. Here's how big brands design their branding to keep you coming back.

The most expensive ad of all time was for Chanel No. 5 perfume and cost roughly $33M to produce in 2004—about $57M in today's dollars.

How 'Don't leave home without it' became the American Express tagline

The tagline was created by legendary New York advertising firm Ogilvy & Mather. Its first commercial was fronted by Karl Malden, famous for his role in the TV show "The Streets of San Francisco." The slogan was originally designed for American Express traveler's cheques, but was revived for the company's credit cards. (Some users may experience a paywall.)

How Netflix's sound logo 'Tudum' was designed as a key sonic differentiator

The Netflix sound logo—called by the company "Tudum!"—debuted in 2015 and has become one of the world's most iconic sound symbols, designed to provoke anticipation. An immense amount of creative work went into designing this three-second sonic marker, which is heard daily worldwide by millions. Key players in its existence weigh in on its creation in this absorbing episode.

The ‘three-martini lunch’ was popularized on Madison Avenue

Advertising executives working on Madison Avenue in the 1960s and ’70s popularized the so-called “three-martini lunch” between businesspeople during the work week. Admen of the time supposedly believed alcohol brought more creativity to the second half of their workday. This article explains why three-martini lunches are no longer commonplace.

Billie Holiday's distinctive vocal technique was aided by new microphone technology

Unlike many of her contemporaries, Holiday's voice was more reserved and seductive. In the past, that wouldn't have been practical—earlier microphones required singers to belt in order to be heard throughout a club or theater. However, technological breakthroughs in the 1930s produced more sophisticated and sensitive microphones, enabling a singer like Holiday to experiment with vocal dynamics.

Girl Scout cookies are so successful because buying them feels like giving to charity

The program generates $800M a year not because the cookies are exceptional, but because the salesforce makes refusal feel like a moral failure.

Blackpink are the most followed female group on Spotify

The widespread popularity of the four-piece girl group Blackpink has built a large community of fans—called Blink—and proven the success of unconventional marketing strategies. Instead of producing a wealth of content and new material, Blackpink releases albums slowly, building tension for their fans. During their musical breaks, the women continue to build on their icon status, working with luxury brands like Chanel or even guest-starring in major American TV shows like “The Idol.”

Analyzing why Dickinson was briefly marketed as a children's poet

In an effort to promote the posthumously published volumes of Dickinson's poetry, her editors positioned the work as children's literature, sometimes even amending the rhyme schemes to be more elementary. This brief look at the misguided marketing tries to understand why it seemed like such a good idea.

Watch a video about how cellphones conquered the world

A fight with a telecom giant. A stunt call on a New York sidewalk. A forgotten memo that rewired the world. Host Sony Kassam sits down with Marty Cooper, the father of the cellphone, and Arlene Harris, the first lady of wireless, to explore the innovation, politics, and high-stakes battles that pried connectivity out of corporate control, unlocked the airwaves, and built the always-on world we live in today, for better or for worse.

Up to a million Girl Scouts sell about 200 million cookie boxes every spring, generating $800 million, largely because refusing a child is frowned upon

The dot-com stock bubble taught Howard Marks about markets

Annual investment letters from Howard Marks, the billionaire cofounder of top distressed debt shop Oaktree Capital Management, are required reading on Wall Street. The prolific writer and investor explains the distinction between the folly of trying to time the market and the necessity of paying attention to market cycles. The difference makes all the difference in returns.

The Mona Lisa's celebrity status and repeated restorations have obscured what made the painting so revolutionary for its time

A Yale student wrote a profound essay about the consulting industry's influence on elite college students that was published in a book of her writing after she died in a post-graduation car accident.

Mid-century modern graphic designers, known for their bright colors and bold lines in advertising, also found success with children's books.

Netflix profits when you're not watching, and its movies are designed that way—read a detail-rich critical essay exposing lesser-known Netflix takes

Telehealth demand for GLP-1s for weight loss is booming as consumers seek easier access.

Hedge funds, the private investment firms that trade a wide swath of financial assets, make money by imposing steep fees on investors and from the fund's investment performance.

The story of Dollree Mapp, whose legal challenge over her 1957 conviction for possessing "obscene material" led to a major strengthening of the Fourth Amendment

20,000 letters to the advice columnist 'Dear Abby' provide insight into prevailing sex, religion, and LGBTQ fears, anxieties, and concerns from the 1950s onward.

In its famous catalog, Sears sold $600 DIY house kits from 1908 through the 1940s, resulting in an estimated 100,000 'Sears and Roebuck homes.'

English mathematician Ada Lovelace wrote the first computer algorithm a century before computers existed and hypothesized that computing devices would one day be able to compose music—foreseeing the generative AI systems of today.

In 1939, baseball star Lou Gehrig delivered his inspirational 'Luckiest Man' speech after retiring due to the health condition that now bears his name.

The first line of 'immortal' human cells, which can divide indefinitely and are used in scientific research, was nonconsensually taken from a Black woman.

Dozens of S&P 500 stocks, including Coca-Cola and Walmart—known as the dividend aristocrats—have increased dividends every year for 25 years

The name 'Silicon Valley' arose from the founding of Shockley Semiconductor Laboratory in Fairchild Semiconductor in 1956-57, founded near Stanford University in Palo Alto

The Beatles' US label rejected the band's first two singles, 'Please Please Me' and 'From Me to You,' with one executive calling the band 'dead in the water.'

Sony set the standard for cylinder-shaped batteries when it repurposed manufacturing equipment used to make rolls of magnetic recording tape.

Hear 50 years of iconic hip-hop samples, the genre's foundational looped tracks

After her fellow cult members tried to kill her with an LSD-infused hamburger, one member of the Manson Family, the murderous cult led by Charles Manson, decided to testify against the group's leader.

Fish populations in the Great Barrier Reef have increased after installing waterproof speakers on the ocean floor that played recordings of sounds from healthy coral reefs.

To reduce wrinkles in clothing, research recommends gentle wash cycles with more water and tumble drying with smaller loads and longer times.

Memecoins are a type of cryptocurrency—a form of digital currency with a wide variety of uses—created around popular 'memes,' or viral internet jokes.

The first steps to rebuilding your credit score include getting to know exactly what's on your credit report and figuring out how far you are from the '700 club,' or 'good score' range.