Odgers Berndtson’s Post

What it takes to transform a beauty business beyond skin deep? Humility, Courage, Decisive Action and a Powerful Purpose. Thank you to Odgers Berndtson Katie Thomas for the honor of opening the 'Transforming Legacy Brands' CEO Series. Read here the summary of our inspiring journey—from challenging a century-old taboo to creating a high-touch omnichannel business and reigniting meaningful change for a better world https://lnkd.in/eKtbsUcJ

Estée Lauder started her phenomenal brand with just four skincare products and a belief that all women can be beautiful. Ahead of her time as an entrepreneur, Estée was involved in all aspects of her business, from selling products to branding and marketing. Here's just a snapshot of what she did during her entrepreneurial journey. • Demonstrated products in beauty salons while women sat under hairdryers. • Landed her first major order at Saks Fifth Avenue. • Developed the Estée Lauder ‘High-Touch’ service and elevated the ‘Gift with Purchase ‘ idea to become standard industry practice. • Attended almost every new store opening and stayed for a week to train her beauty advisors. • Ran word-of-mouth campaigns (Telephone, Telegraph, Tell a Woman) way before social media was a thing. • Created ‘Youth-Dew’ bath oil, which doubled up as a skin perfume, an innovation that changed the way fragrances were sold in the cosmetics industry. • Oversaw the creation of five other brands – Clinique, Aramis, Lab Series, Prescriptives and Origins. Estée Lauder created one of the world’s most innovative companies through perseverance, passion and creativity. Those are the qualities of a successful creative entrepreneur. #creativebusiness #creativeentrepreneurs #esteelauder #inspirationalquote #workforsuccess #achievesuccess #cosmeticsindustry #beauty #creativebusinessfounders #femalefounders

From being a door-to-door salesman, David H. McConnell created beauty brand Avon which is now a part of São Paulo-headquartered conglomerate, Natura. Avon’s vision of beauty democracy emphasises an inclusive approach that makes beauty accessible to everyone, regardless of their skin, background or circumstances. This commitment to inclusivity drives the brand's mission to empower women by offering a diverse portfolio of beauty products that cater to different skin tones, types, and personal preferences. By embracing global beauty trends and incorporating cutting-edge technology, Avon ensures that its offerings are contemporary and relevant to the needs of women around the world. This focus on inclusivity is not a marketing strategy; it is a foundational principle that informs product development and customer engagement, fostering a sense of belonging and community among users. Learn more about this iconic beauty brand here: https://lnkd.in/gxYZYauX Dinis Guarda Sonesh Sira Ricardo Tomaz Pallavi Singal Jasmeen Dugal Manan Kothari Filipe de Almeida Andres Felipe Abadia Peyman Khosravani Dilip Pungliya

Relatability, Not Luxury, Built Estée Lauder’s Empire Estée Lauder didn’t start with privilege. She began by making creams in her kitchen. Instead of flashy ads, she relied on connection. Estée personally demonstrated her products. She spoke directly to women, listening first. Her approach? Treat every customer as a friend. At department stores, she offered free samples. This small gesture made women feel valued. Her relatability created trust and loyalty. Estée once said: "I never dreamed of success. I worked for it." By being approachable and authentic, She built a billion-dollar beauty empire. Not through selling—but through genuine care. What’s your version of showing you care? Connection can transform your business, too. #relatable #berelatable #mrrelatable

How "Priyanka Chopra" positioned her Brand? Priyanka Chopra's Hair care brand "Anomaly" Became the second most valuable celebrity beauty brand after it managed to surpass the profits of Kylie Cosmetics. So, What has she even done which Kylie failed to do? Positioning of her Brand as it's helping nature. This is what she says about her brand. "You shouldn't have to choose between what works and what's good for you or the planet." Clean, performance formulas that don't cost the earth. She doesn't talks about the benefit, She says it's good for Earth also. So, each one of us can connect. Because unknowingly we all wants to be the part of something meaningful. This is "How" Brand voice matters. P.s- Have you used this one? #casestudy #branding #socialmediamanagement

 “I have never worked a day in my life without selling. If I believe in something, I sell it, and I sell it hard.” Estée Lauder isn’t just a line of cosmetics. The woman behind the brand is one of the most influential business geniuses of the 20th century, according to a 1998 Time magazine list. And she loved to sell. And so should you. Be passionate about what you’re selling so you can sell your heart out. The secret, like Estée says, is believing in it. https://lnkd.in/gFFCeWEK #unittrust #unittrustconsultant #sales #unittrustinvestment #mypublicmutual #publicmutual #prs #privateretirementscheme

In the ever-evolving cosmetics industry, large companies have the power to redefine standards and drive transformative change through strategic partnerships. A prime example is the collaboration between Sephora, a global beauty giant, and Manor Switzerland, a renowned department store chain. Since 2016, they have operated as equal partners in Switzerland, setting a new standard by promoting inclusion and empowerment. The launch of Sephora in Switzerland eight years ago marked the beginning of a strategic collaboration with Manor and heralded a new era in the national beauty retail landscape. Today, this partnership spans 26 locations nationwide, providing access to a wide range of beauty brands and products that cater to diverse preferences and identities. Manor and Sephora empower individuals to express themselves authentically and confidently, presenting their unique personalities in new ways. At the heart of their vision is the idea of defining beauty as an integrative, empowering concept that transcends social norms and embraces individuality in all its forms. This aspiration is evident in Sephora’s newly launched institutional campaign, which carries the slogan: ‘We belong to something beautiful.’ This bold statement confirms Sephora’s commitment to fostering a sense of belonging where everyone feels seen, valued and celebrated. Reflecting a diverse community The campaign’s message resonates with consumers who have long awaited a beauty industry that reflects and embraces diverse identities. By promoting inclusivity and representation across all races, genders, age groups and beyond, Sephora aims to foster a sense of belonging and confidence among its customers. In doing so, Sephora is selling products and cultivating a movement aimed at challenging beauty standards, breaking down stereotypes and promoting a culture of self-love and acceptance. “As the General Manager of Sephora in Switzerland, Germany, and Scandinavia, I strongly believe that Sephora will continue to set standards in the future by combining economic success with a solid commitment to diversity and inclusion,” Björn Überschär says. “We are aware of our responsibility and are committed to our pioneering role in promoting diversity, empowering people and supporting a beauty community where everyone feels valued and represented.” Sephora’s partnership with Manor Switzerland creates a strong platform to spread their message of diversity and empowerment. Thus, Sephora is a strategic provider of beauty products and a beacon of progress. Through curated product offerings, inclusive campaigns, memorable in-store experiences and collaboration on street marketing campaigns such as the Urban Vibes Fashion Shows, Sephora and Manor are redefining the retail landscape in Switzerland.

Friday digest: E.L.F Cosmetics launched a provocative new campaign called “So Many Dicks” that calls out the lack of diversity on U.S. corporate boards. - The campaign highlights that there are nearly as many men named Richard, Rick or Dick (566) on corporate boards as there are Black women (806), Asian women (774) and Hispanic women (283) combined. - The out-of-home ads are appearing on digital screens around Wall Street and the Financial District through June 10th. - It’s part of E.l.f.’s larger “Change The Board Game” initiative aimed at doubling the rate of women and diverse board members by 2027. - The edgy campaign was created with purpose-driven agency Oberland to demonstrate the “ROI of DEI” amidst a wider corporate pullback on diversity efforts. We Should Care Because: 1. The provocative, attention-grabbing creative and strategic OOH placements indicate E.l.f. is making a major investment in this campaign. 2. It highlights E.l.f.’s success in connecting with Gen Z through culturally resonant messaging and emerging platforms. 3. The wider corporate backlash on DEI signals a need for nuanced media strategies around these topics superrr interesting. here's the link -> https://lnkd.in/gTymgxTZ

The beauty industry thrives on diversity, yet Latinas, who account for a significant share of beauty spending, remain underrepresented in leadership and on retail shelves. That’s why Latinas in Beauty is launching a petition urging beauty companies to step up and amplify Latina-owned brands, promote Latinas to senior positions, and partner with Latina content creators. This movement, led by trailblazers like Emily Perez, Nadine Tapia, and Margarita Arriagada, is a call to action for the beauty industry to recognize the power and influence of Latinas. With companies like Ulta Beauty, Rare Beauty, and Saie Beauty already signing on, this is an exciting step towards creating pathways for financial independence, innovation, and leadership. The numbers speak for themselves—Latinos are the largest minority group in the U.S., and Latinas over-index in beauty spending. It’s time the industry reflects this! Let’s continue to support this initiative and push for meaningful, lasting change. #DiversityAndInclusion #BeautyIndustry #RepresentationMatters #WomenInBusiness

Who am I to not take a deep look at the hottest #beautybrands according to WWD? Among them, all the beauty darlings we all know - especially part of the big Corporations like L'Oreal or Estee Lauder Companies - but also some #indiebrands that are making a mark, especially thanks to #genz inspired products and the best #influencermarketing strategy. https://lnkd.in/dQWrRSu2