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Бизнес-гении. Увлекательные истории для изучения английского языка. Анжелика Ягудена
Читать онлайн.Название Бизнес-гении. Увлекательные истории для изучения английского языка
Год выпуска 2024
isbn 978-5-222-43786-5
Автор произведения Анжелика Ягудена
Серия Роман с английским
Издательство Феникс
to have a business sense and intuition; I am a strong believer; to create a unique atmosphere; to attract customers; the menus include a variety of cuisines from different countries around the world; to inspire employees; to find a true calling in life; he has an incredible charisma and a fantastic charm; to have good communication skills; he is a true visionary who sees opportunities where others do not; he never cuts himself any slack; to win people over; to build trust-based relationships with his partners
Creative task No. 1
“You learn through mistakes – no one was born a master.” Discuss what this proverb means. State your opinion on the topic.
Estée Lauder
There is a famous saying: “He who falls today may rise tomorrow.” That is absolutely true. What I mean is that everything in life is relative. Today you are scraping by, but tomorrow you will be swimming in cash. The truth is, in the modern world, people are judged by their material possessions, social status, and rank. And it happens not only in movies but also in real life.
One day, a young girl selling her products at the beauty salon approached a wealthy customer. “Madam, could you tell me where you bought such a nice blouse?” she wondered. “It shouldn’t matter to you. You can’t afford it,” she answered arrogantly. It is obvious that the wealthy lady was simply a snob, and in her attempt to humiliate the other person, she just humiliated herself. However, it is hard to imagine how the young girl felt then. It is commonly known that the word is a powerful tool for influencing others, and each person reacts differently to the same situation. Some stop believing in themselves and get discouraged, and others bite the bullet and prove their worth. Who do you think this girl was? Let’s not beat around the bush. That true story happened to Estée Lauder, one of the most successful and wealthiest self-made women in the USA. On that day, she vowed to earn so much money that she would be able to buy whatever she wanted.
Estée Lauder, born Josephine Esther Mentzer, was the founder of the pioneering cosmetics company specializing in the manufacture and sale of skincare, hair products, makeup, and fragrances. “Every woman is beautiful” is the motto of her beauty empire. She once said:
There are no ugly women, only women who don’t care or don’t believe they are attractive… Why are all brides beautiful? Because on their wedding day, they care how they look.
Little Estée was born on July 1, 1908, in Queens, New York, to a big family. She was the youngest of nine children, five of whom were from her mother’s first marriage. Her father, Max Mentzer, was a tailor who later changed his occupation and opened a hardware store. Little Estée liked to spend time there and quickly learned the basics of retailing and entrepreneurship. Her mother, Rose, was ten years older than her father. She was a gorgeous woman, and Estée wanted to be like her. I think Rose was the one who taught the girl to appreciate beauty and grace. As a child, Lauder loved to brush her mom’s hair and apply creams on her face. One more interesting fact is that Lauder’s childhood dream was to become an actress. Above all, her maternal uncle, Dr. John Scholz, had the greatest influence on Estée Lauder. Shortly after the outbreak of World War I, he came to live with them and set up a laboratory in a stable behind their house. Her uncle was a chemist, and his company sold beauty products, such as lotions, creams, and fragrances. That event was a real game changer in Lauder’s life. After all, no wonder that she called her uncle a magician and a mentor.
Estée spent more and more time in the lab. She was fascinated by the cosmetic manufacturing process and delved into all the details. Her entrepreneurial spirit was ignited during her school years. She started selling her uncle’s products to her classmates at Newton High School, shared beauty tips, and unveiled the secrets of daily skincare routine. Soon, using the experience gained, Estée managed to take her little business to the next level and started selling creams in beauty salons.
However, little is known about Lauder’s younger years because she liked to create an air of mystery around herself. For example, for many years, people believed she belonged to a European noble family, which was far from the truth. In fact, she was born to poor Hungarian-Jewish immigrant parents. As the story goes, Lauder was embarrassed about her family’s migrant status and wanted to be fully American. She spent her young years trying to make ends meet. It may come as a surprise to you that Lauder did not have a formal education in cosmetics and beauty. As I see it, you do not always need a degree to become a real professional. As for Lauder, her hands-on experience and entrepreneurial spirit were instrumental in building her successful career.
The beauty industry totally captivated the young woman. She spent many nights trying to find the perfect formula for the skincare, and during the day, she visited her clients and promoted the beauty products. But the main point is that she never gave up on her goal and was really persistent. The legendary woman once said, “I never dreamed about success. I worked for it.” If you want to succeed in life, it is not enough just to dream. Make sure you change your mindset, fully dedicate yourself to what you love, take risks, and never doubt your abilities.
When Estée was in her early twenties, she met her dream man, Joseph Lauder, who was an accountant and a successful businessman, and married him. Soon enough, the couple had their first son, Leonard. However, the legendary woman did not see motherhood and marriage as an obstacle to her successful career. She went on to conquer new heights. Unfortunately, career is often the reason for divorce. So, the star couple was not spared from this destiny. They divorced in 1939. And you know what is amazing? Their love proved stronger than circumstances and misunderstandings. Three years later, Estée and Joseph remarried. Soon after, their second son, Ronald, was born.
In 1946, Estee officially founded her namesake company together with her husband. One of the key success factors of the company was Lauder’s innovative approach to beauty products and their high quality. Estée Lauder created the first-ever night serum (the Advanced Night Repair Serum), which became legendary in the beauty industry. According to her biographers, “Estée was one of the first to understand that skin is best able to repair itself at night and that a lightweight texture (what we now know as a serum) was better able to penetrate deeply into skin’s surface to help it repair.” What’s more, Lauder pioneered the strategy of offering free samples and personalized consultations. The female customers were thrilled: they could now test products on their skin before purchase. One of Lauder’s best ideas was to cooperate with such famous department stores throughout the country as Saks, Bloomingdale’s, and Macy’s. Curiously, the great woman personally picked and trained the sales personnel. She also made it a rule to give away gifts with every purchase. Lauder’s next goal was to venture abroad, and she did it. There was one funny thing, though. When the managers at Galleries Lafayette in Paris refused to stock her products, Lauder “accidentally” spilled her iconic fragrance called Youth Dew on the floor. The outcome surpassed all expectations. Customers started lining up to ask where they could buy that product. Those strategies helped her to build a loyal customer base.
Today, Estée Lauder continues to thrive and collaborate with A-list celebrities. The company owns a diverse portfolio of brands, including La Mer, Clinique, Jo Malone London, and Tom Ford Beauty. Even though the legendary woman passed away on April 24, 2004, her company is still one of the major players in the beauty industry.
Vocabulary
beauty