7 Brands That Changed The Face Of Beauty Marketing
Estée Lauder
"Telephone, Telegraph, Tell A Woman" Estée Lauder on the power of word of mouth to promote her products.
Estée Lauder was the woman that started her business with just four skin care products, she her moto was that every woman can be beautiful. She had the drive, creativity and passion to make her dreams a reality. She changed the face of the cosmetics industry.
Estée Lauder was raised in Queens, New York by her Hungarian mother and Czech father. The name Estée was a variation of her nickname Esty. Her passion for everything beauty started when she was in high school when he uncle came to live with her family and created velvety skin creams, this started in a kicthen then moved to a laboratory in a stable out back. She started by selling her skin care to salons, demonstrating her products on women while they were getting there hair done. In 1946 her and her husband launched the company and a year later they got there first huge order $800 worth of products from Saks Fifth Avenue.
The quote above, just below the image is very famous, its all about beliving in the products she was selling becuase she belived that if women were to try her products then they would spread the word. Once they did start advertising she wanted to make sure that the adverts were aspirational and approachable and to select one model to represent the brand at any given time. She picked the pale turquoise colour for the brand's jars, beleiving in conveyed a sence of luxury and matched all the bathrooms decors.
Clinique
Clinique started in 1967 with a great conversation as US Vogue Magazine Editor Carol Phillips interviewed Dr. Norman Orentreich, the high-profile New York Dermatologist. Dr Orentreich expressed a smiple idea that would transform the beauty industry.
Great Skin Can Be Created.
At this point in time skin care wasn't huge and not many people would have brought skin care products, it was all up to getting lucky genes if you had good skin. But this all changed with the cover story creating a new era of skin care. They were telling people that products can improve your skin! You are not stuck with the skin you were born with!
In 1968 they brought out the 3 Step Skin Care System which was a daily cleanser, exfoliating and moisurising routine, this is when Cliniques journey began and just one year later they opened its very first counter in the UK. It was the first ever dermatologist-created, allergy-tested, 100% fragrance-free collection of beauty products ever marketed. This became the face of Clinique, having the medical approach to the industry.
Today Clinique's mission is to be the most trusted Prestige beauty brand in the world.
Revlon
"In the factory, we make cosmetics. In the drug store, we sell hope"
- Charles Revson, Founder Of Revlon
In 1932, brothers Charles and Joseph Rvson, alonge with chemist CR Lachman, would change the beauty industry forever. Revlon started there brand with just one single product, it was the Revolutionary nail enamel that came in colours other than red. Soon the colourful, opaque shades were on womens finger tips everywhere, it was also shown on a cover of Vogue.
In the 1950s there was a beauty campain which was being talked about everywhere, this was Revlon's Fire & Ice lipstick and nail enamel. They used foreign actress's Brigitte Bardot and Ingrid Bergman becuase they were dominating the popular culture at the time. Revlon campaign showed the American woman that she could be as compelling and glamorous in everyday life as any starlet on the sliver screen.
In the 1960s they brought out the "American Look" to the world using U.S models, then in the 1970s ushered in a new wave of feminism. Revlon was there, mirroring woman's progress with the development of new products when they added face and eye makeup to its line.
The brand that got its start in a few New York City salons over 80 years ago can now be found in the vanity tables and makeup bags of bold glamorous women across the globe.
Max Factor
"You Are Not Born Glamorous, Glamour Is Created"
- Mr Max Factor
Mr Max Factor was being talked about all over, while Hollywood was at it's Golden Age when it came to makeup Mr Max Factor was who people were talking about.
He was a makeup artist, wig maker and inventor, Max Factor was known for creating the signature looks of the era's most famous icons such as Ava Gardner, Jean Harlow and Marlene Dietrich. He belived that glamour should be within reach of all women.
Max factor was born in Russia and emigrated in 1904 to America, settling in LA to be closer to the budding film industry. The word got around about Max Factor, once it was out there it quickly spread and before he knew it he was working on some of the biggest films of the time. He was creating his own cosmetic products to create a glamorous but realistic look for the camera's.
In 1916 he started selling eye shadow and eyebrow pencils, this was the first time people could by products outside the film industry. Four years later he launched full range of cosmetics calling it "Make-up" a phrase he coined.
Max Factor has combined science nd makeup artistry for over one hundred years to create market-leading, iconic products.
L'Oreal
For over a century, L'Oreal has been involved in the adventure of beauty.
L'Oreal founder and French cheist Eugene Schueller develops a hair dye called Aureole and sells it to Paris hairdressers, he then expands and starts to sell shampoos and soaps. He was known to taste hair creams to ensure efficacy.
There is no single type of beauty; it is a multiple-faceted quality framed by different ethnic origins, aspirations, and expectations that reflect the world’s intrinsic diversity.
Pond's
Pond’s started out in 1846 as a patent medicine company when Theron T. Pond, a pharmacist from Utica, New York, began selling ‘Golden Treasure’, a homeopathic remedy he developed from witch hazel. In 1849, Theron Pond, Alexander Hart, and Edmund Munson formed the T. T. Pond Company to make and sell Golden Treasure which was renamed Pond’s Extract. After the American Civil War soap and toiletries were added to the product list. Changes of ownership, Theron Pond’s death, and legal disputes over who owned the manufacturing rights to the extract, created problems for the early Pond’s, but by the 1880s things had settled down and the Pond’s Extract Company emerged.
| 1846 | Theron T. Pond produces a witch hazel extract initially sold as Golden Treasure. |
| 1852 | Theron T. Pond dies. |
| 1872 | Pond’s Extract Company formed in New York. |
| 1876 | Pond’s Extract trademarks registered in Britain. |
| 1878 | Pond’s Extract opens a branch in London. |
| 1882 | New products are developed including a toilet cream, dentifrice, lip salve, ointment, porous plasters, catarrh remedy and toilet soap. |
| 1886 | Pond’s launches its first national advertising campaign in America using the J. Walter Thompson agency. |
| 1888 | Factory established in Clifton, Connecticut. |
| 1904 | Pond’s Extract Cold Cream and Pond’s Extract Vanishing Cream introduced. |
| 1905 | Pond’s Extract Cold Cream introduced into the United Kingdom followed by Pond’s Extract Vanishing Cream in 1906. |
| 1915 | Pond’s Extract Cold Cream and Pond’s Extract Vanishing Cream introduced into Europe. |
| 1916 | ‘Every skin needs two creams’ advertising campaign begun. |
| 1923 | Pond’s registers C (cold cream) and V (vanishing cream). |
| 1924 | Testimonial advertising campaign begins. |
| 1927 | Pond’s open their first foreign factory in Canada. |
| 1928 | Pond’s Skin Freshener & Tonic and Pond’s Cleansing Tissues released. |
| 1932 | Pond’s opens its first overseas factory in Perivale, London.
Pond’s Face Powder released. |
| 1934 | Pond’s Liquefying Cleansing Cream released. |
| 1937 | Pond’s adds vitamins to its cosmetics.
Danya hand cream released.
Pond’s begins sponsoring radio programs (U.S.). |
| n.d. | Pond’s introduces lipstick and rouge into its range. |
| 1940 | Pond’s Lips lipsticks launched. |
| 1941 | Pond’s Dry Skin Cream introduced. |
| 1942 | Pond’s Cheeks compact rouge released.
Dreamflower Face Powder released. |
| 1943 | Danya discontinued because of disappointing sales.
Make-Up Pat, a cake foundation, introduced. |
| 1946 | Angel Face Compact Powder released. Mirror case compact added in 1950.
Dreamflower Talc and Dusting Powder released. |
| 1950 | Pond’s stops distributing its products through Lamont, Corliss & Company and sets up its own selling organisation. |
| 1951 | Pond’s sponsors its first television show. |
| 1954 | Angel Lips and Angel Skin Hand Lotion introduced. |
| 1955 | Pond’s and the Chesebrough Manufacturing Company combine to form Chesebrough-Pond’s. |
Dove
The Dove brand of personal care products currently includes everything from shampoos to deodorants to facial washes. Dove Beauty Bar is the original product of Dove which has been around since 1957. The Brand has a strong focus on "purity, moisture, cleanliness, natural beauty and touchable skin". The brand promises softness and improvement of the skin and advertises confidence as the consumer benefit (Dove.com).
The Dove brand, foundered by Lever Brothers, began in 1957. When he brand first started they sold beauty soap bars. They have since expanded to produce a wide range of personal care products including body wash, deodorants, body lotions, facial cleansers and shampoos and conditioners.
