The Origin of 'Skinship Marketing': Estée Lauder

The story of Estée Lauder is a testament to the power of hands-on marketing and entrepreneurial spirit. As detailed by Chosun Ilbo, the founder of the eponymous global cosmetics giant didn't just sell products; she demonstrated their efficacy directly, building her brand's reputation one customer at a time by applying her creations to their hands in New York hair salons.

This personal touch was the bedrock of a company that officially launched in 1946, established alongside her husband, Joseph Lauder. It was a venture built on conviction and a deep understanding of consumer desire. Lauder's innovative approach and business acumen were not only recognized during her lifetime but also cemented her legacy as a pioneering businesswoman.

Her success was so significant that by 1970, she was named among the top ten "female entrepreneurs" in a notable survey. This recognition placed her in the company of other formidable leaders, such as Katharine Graham, publisher of The Washington Post, and Olive Ann Beech, president of Beechcraft Aviation. The inclusion of Lauder in such esteemed company underscores her profound impact on the business world and her role as an inspiration, particularly in South Korea where such narratives of female achievement are often celebrated.