The best perfume customer, Do such people exist? Can they exist? Are they us?
In the States we tend to reference Estee Lauder’s steady and entirely sensible business practices, the slow and persistent knock on consumers’ sensibilities with demonstrations, free samples, and gifts with purchase. Estee was in fact a follower of Francois Coty in all this. He too, wanted the wide market, and bet that he could obtain it-which he did of course- and with spectacular success. That all began though with demographic democracy by targeting the middle class consumer. Continue reading