"Becoming Estee Lauder" Author: Leonard A. Lauder Publisher: Hunan Literature and Art Publishing House

Officially authorized! The son of the founder of Estee Lauder personally tells the growth story of the century-old brand.

Leonard Lauder followed his mother around since he was a child, and thus confirmed his ambition: to make Estee Lauder the best company in the world.

After officially joining Estée Lauder, Leonard was committed to reform and innovation: he proposed a multi-brand strategy, founded Estée Lauder, Clinique, and Origins, and acquired brands such as La Mer, MAC, and Jo Malone. Looking back on the past, Leonard said with emotion: "We are all creators of our own future, and we must dream boldly."

In this book, Leonard Lauder reviews his business and life experiences growing up with Estee Lauder with his mother, and provides a profound insight into how Estee Lauder succeeded in an era of economic turmoil, uncertainty, and fierce competition, learned from mistakes, and grew into an international company.

★Officially authorized! The son of the founder of Estee Lauder personally tells the growth story of the century-old brand.

"This is our story. A story about family changes, the rise of a business, and a story about a changing world. It is an important journey in my life that has helped me understand how to live, how to love, and how to face Estee Lauder." - Leonard Lauder

★A small town girl has a dream and builds a beauty empire from scratch.

"That summer, my family couldn't even afford 2 cents to buy a loaf of bread. I had to break my son's piggy bank for 2 cents. This is a memory I will never forget."

From an unemployed housewife to the founder of the world's largest skin care, cosmetics and perfume company, this is the battle history of a great civilian woman leading her family to the pinnacle of career, and it is a war without the smoke of gunpowder.

After using Estee Lauder's Platinum Cream, Audrey Hepburn wrote a thank-you letter to her. Princess Grace Kelly of Monaco would have an afternoon tea with Mrs. Lauder every time she went to New York.

★The entire founding process of Estee Lauder, Clinique and Origins is revealed for the first time.

"Mother has already taken over the top stores in major cities across the country, and my job is to fill in the blanks on the map with our counters."

If Mrs. Lauder made America aware of Estee Lauder, then Leonard was the number one contributor to bringing Estee Lauder to the world.

Leonard Lauder followed his mother around from childhood, and thus confirmed his ambition: to make Estée Lauder the best company in the world. After officially joining Estée Lauder, Leonard was committed to reform and innovation: he proposed a multi-brand strategy, founded Estée Lauder, Clinique, Origins, and acquired La Mer, MAC, Jo Malone and other brands. Looking back on the past, Leonard said with emotion: "We are all creators of our own future, and we must dream boldly."

★ Comprehensive interpretation of the business logic behind Estee Lauder Group’s acquisition of La Mer, MAC, Jo Malone and other brands.

On leadership:

I take full responsibility

As a leader, you are responsible for everyone who reports to you, even if you don't know what they do. You are responsible for every decision and action you make or your subordinates make, because they reflect your leadership. If you don't own every decision, then you are simply not suited for this job.

On hiring, firing, and working with people:

Hire People Smarter Than You

You can be the head of a company or the leader of a team, but you can't do everything and you can't be there all the time. You have to hire some agents-some thoughtful, responsible people who can make you more informed, have a broader perspective, and improve your performance.

About the Market

Clearly articulate who we are

When positioning your product, clearly articulate “who we are.” I’ve seen too many companies fail because their product positioning was unclear. Knowing who you are and then sticking with it is the key to success. You can keep trying to increase brand awareness, but never try to reposition it.

★Specially includes Estee Lauder's representative illustrations.

If you really dream of becoming another Estee Lauder, you have to work hard.

You must always stick to your ideals and have full faith in what you do.

Leonard Lauder

Born in 1933, graduated from the Wharton School of the University of Pennsylvania.

Former Chairman of Estee Lauder Companies Inc.

In this book, Leonard Lauder reviews his business and life experiences growing up with Estee Lauder with his mother, and provides a profound insight into how Estee Lauder succeeded in an era of economic turmoil, uncertainty, and fierce competition, learned from mistakes, and grew into an international company.