The One Percent Project- Entrepreneurship, Leadership & Resilience Episode 87 [Thrive]: How Estée Lauder Sold Permission, Not Perfume
Dec 14, 2025
Estée Lauder didn't just sell perfume; she redefined how fragrance was perceived. In a time when perfume was a luxury gift, Lauder introduced the concept of self-purchase with Youth Dew. She shifted the narrative from waiting for permission to buy to embracing fragrance as everyday self-care. This groundbreaking approach quickly propelled her business to success. The key takeaway? Identifying and reframing invisible barriers can empower customers to indulge in what they deserve.
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Reframe The Product, Not The Product Itself
- Estée Lauder didn’t invent perfume; she changed the context in which women bought it.
- Reframing fragrance as everyday self-care removed the stigma of buying it for oneself.
Permission Was The Hidden Barrier
- Women were waiting for permission to buy perfume, not the product itself.
- Estée removed that invisible barrier by making fragrance a justifiable, practical purchase.
Youth Dew: A Bath Oil That Became Perfume
- Estée launched Youth Dew as a bath oil that doubled as fragrance to fit into women's routines.
- Women used it in the bath and then wore the scent daily instead of saving perfume for gifts.