FridayOL

The Lauder name is synonymous with luxury beauty, a global empire built on innovation and a keen understanding of women's desires. But behind the iconic Estée Lauder brand and the savvy leadership of Aerin Lauder, granddaughter of the founder, lies a surprisingly delicate and enduring connection: flowers. It’s a connection that stretches back to the very beginnings of the company and continues to inspire the brand's aesthetic and product development today.

Aerin Lauder, a beauty powerhouse in her own right, recently shared a heartwarming anecdote about her young son, who diligently presents her with a flower each morning on their walk to preschool. This simple gesture, she assures, is a testament to a generational appreciation for the beauty and symbolism of flowers – a value instilled by his great-grandmother, Estée herself.

The Floral Foundation of Estée Lauder

The story begins in the early 1940s. Estée, then Josephine Esther Mentzer, was selling makeup to Hollywood stars. Recognizing the power of presentation, she began including small samples of her products in exquisite floral arrangements when delivering them to clients. These weren't just any flowers; Estée carefully selected blooms that complemented the colours of her cosmetics, creating a truly memorable and luxurious experience. This early marketing tactic proved remarkably successful, establishing Estée Lauder as a brand that was synonymous with elegance and sophistication.

“Flowers were always a huge part of Estée’s world,” explains Aerin. “She understood that beauty wasn’t just about the products themselves, but about the entire experience. The flowers elevated the presentation, made it feel special, and created a lasting impression.”

Flowers as Inspiration: Products and Perfumes

The floral influence didn’t stop at marketing. Flowers have consistently served as a source of inspiration for Estée Lauder’s product development. From the iconic White Linen perfume, launched in 1958, which captures the essence of a summer garden, to countless floral-infused creams, lotions, and lipsticks, the brand has consistently celebrated the beauty of nature.

Aerin herself has championed this legacy. As Creative Director and President of Estée Lauder Creative, she has overseen the launch of numerous floral-inspired fragrances and beauty collections, ensuring that the brand's connection to flowers remains strong. The 'Aerin' line, in particular, often features delicate floral motifs and scents that evoke a sense of serenity and natural beauty.

More Than Just Aesthetics: The Symbolism of Flowers

Beyond their aesthetic appeal, flowers carry rich symbolic meaning. Estée understood this and often used specific flowers to convey particular messages. Roses represented romance and passion, lilies signified purity and grace, and orchids embodied luxury and exclusivity. This understanding of floral symbolism allowed Estée Lauder to connect with consumers on a deeper emotional level.

Today, the Lauder family’s commitment to flowers remains unwavering. It’s a testament to the enduring power of nature to inspire beauty, creativity, and a legacy that has blossomed into a global phenomenon.

And as Aerin Lauder’s son continues to pick her flowers each morning, it’s clear that this floral legacy will continue to bloom for generations to come.