Aerin Lauder

Transcription

Aerin Lauder

We’re so excited that you’ve joined
of Beauty Advisors
who all share a passion for beauty and a drive to succeed—just like you!
Throughout your journey you’ll
the heritage, the
innovative products and the amazing woman whose extraordinary vision and singular
passion revolutionized the beauty industry. Her commitment to providing outstanding
customer service continues to influence the brand today and inspired our exclusive
Signature Services. As an Estée Lauder Beauty Advisor, you have the opportunity to bring
Mrs. Lauder’s vision to life and bring the best to every customer you touch, every day.
are the special tools that will
This
help you navigate through your first days and weeks as a Beauty Advisor. Use them as
a reference as you experience the amazing products and services that are Estée Lauder.
Your
will help guide you through Welcome Aboard; however, your
success is up to you! In other words, it’s your responsibility to make the most of this
journey—to put your new knowledge and skills into practice and track your progress
every day.
After you successfully complete Welcome Aboard, you’ll attend the exciting
where you’ll learn how to build your confidence and expertise with Signature
Service and our Sales and Service Expectations. Make sure you’re ready and bring this Welcome Aboard Guide Book with you! Success in First Stop depends on your
completing all Welcome Aboard activities and applying all that you’ve learned.
Now is the time to
Your success will be a direct result
of your confidence as a beauty authority and your ability to provide Signature Service to
every customer, every day. With the best products, people and programs in the industry
supporting you, we’re confident that you’ll succeed.
We expect great things from you, and we look forward to sharing this journey with you.
Welcome Aboard!
Sincerely,
Beth Zurn
Senior Vice President
Global Education and Special Events
I
Welcome Aboard!
Estée Lauder
WELCOME ABOARD
CHAPTER 1 Your Journey Begins
01 Estée Lauder Heritage
04 Estée Lauder Today
07 Estée Lauder Sales and
Service Expectations
19 Estée Lauder
Service Savvy
28 Mapping Your Future
Chapter 4 Fragrance
134 Fragrance
136 How to Select
Fragrance
139 Understanding
Fragrance
151 Fragrance Checklist
153 Test Your Fragrance
Expertise
You are about to embark on a journey to learn all about Estée Lauder! The
Welcome Aboard CD-ROM and Guide Book are designed to help you
learn all about being an Estée Lauder Beauty Advisor—everything from being
a style icon to sharing product knowledge to delivering Signature Service!
Skincare
Beautiful Skin Solutions
Repair
Moisturizers
Test Your Skincare
Expertise
Skincare Products
At-a-Glance
Follow the pages in your Guide Book
and refer to the corresponding CD-ROM modules when you see the below icons:
When you see this icon in the Guide Book, refer to your
CD-ROM and follow the exercise.
When you see this icon during the CD-ROM, refer to your
Guide Book for the activity.
When you see this pencil icon, complete the quiz to test
your knowledge.
When you see this icon, stop and make note that you will be
reviewing this information during First Stop Seminar.
If the CD-ROM does not start automatically, double-click the ‘Start Here’ icon
on your computer screen.
CHAPTER 3 Makeup
80
96
100
112
Foundation
Color
Two Minute Touch-ups
Test Your Makeup
Expertise
117 Makeup Products
At-a-Glance
157 Re-Nutriv
159 The Re-Nutriv
Collections
170 How to Select
Re-Nutriv
171 Creating the
Re-Nutriv Experience
178 Re-Nutriv Glossary
181 Test Your Re-Nutriv
Expertise
CHAPTER 6 Must-Knows
185 Top Beauty Advisor
Questions
188 Estée Lauder
Signature Style
196 Product Hygiene
198 Glossary
204 My Welcome
Aboard Checklist
Est{e Lauder
Heritage & History
It all began with a woman,
a dream and four skincare products…
... and the rest, as they say, is history. In
the case of Mrs. Estée Lauder, it is history
that became beauty industry legend.
At the beginning, Mrs. Lauder was not
unlike you. She was a woman at the start
of a brand new journey—armed only with
the drive to work hard, the determination
to succeed and a passion for beauty.
And succeed she did—transforming
beauty into big business. Her trailblazing
innovations revolutionized the cosmetics
industry. She believed in her products, in
the amazing power of demonstration and
in every woman’s potential to be beautiful.
Mrs. Lauder understood women—and
more importantly, how to sell to women.
She shared her passion and unique sales
approach with her team of Beauty Advisors—
a term she created to empower these
women as beauty authorities.
Mrs. Lauder built a company committed
to showing women how to look and feel
beautiful. Today, you carry on that tradition
and mission as an Estée Lauder Beauty
Advisor—to bring out the best in everyone
you touch, one customer at a time.
What is one tip Mrs. Evelyn Lauder
gave that will help you succeed?
1992
The Milestones
The people, products and events that
turned Estée Lauder into one of the
most influential brands in the world.
1946
1948
1953
Estée and Joseph Lauder launch the Estée Lauder
brand in New York City with four skincare products.
Saks Fifth Avenue becomes the first Estée Lauder department store account.
1956
1962
1982
1985
1991
Re-Nutriv—the first luxury skincare collection of its kind—launches.
Mrs. Lauder believes women want the best in skin treatment, at
any price. And she is proven right.
Golden Diamond Collection debuts—the first makeup color
collection in the industry.
A skincare star is born! Estée Lauder ushers in
scientifically-based skincare with the first repair
product in the industry—Night Repair.
Estée Lauder launches Beautiful—considered the most complex fragrance
ever created and one of the best-selling fragrances of all time.
Night Repair is reformulated and becomes Advanced Night Repair—with new,
ahead of its time anti-oxidant technologies.
Evelyn Lauder founds The Breast
Cancer Research Foundation—a non-profit foundation
committed to supporting clinical cancer research. To date,
the BCRF has raised over $250 million and has awarded
research grants to over 165 scientists.
1993
1994
The American Society of Perfumers bestows Mrs. Lauder with the first
Living Legend award—certifying her reputation as a “fragrance nose.”
1995
Estée Lauder pleasures debuts—creating the Sheer Floral fragrance category
and setting a new industry trend.
2000
Estée Lauder launches its first e-commerce site: esteelauder.com.
2006
Beautiful Skin Solutions launches, based on the belief that DNA damage is a
root cause of all visible signs of aging and that every woman can achieve beautiful,
younger-looking skin with targeted systems of high-performance Repair and
Moisturizer formulas.
2007
Estée Lauder introduces “Signature Services”—an exclusive
menu of complimentary services offered to every customer,
every day. It’s a first in the industry!
Youth-Dew debuts—Estée Lauder’s first fragrance. Mrs. Lauder convinces women to
purchase their own fragrance with the first-ever bath oil that doubles as a perfume.
Mrs. Lauder invents Gift with Purchase, which becomes the most innovative—
and imitated—sampling program in the industry.
Aerin Lauder joins the The Estée Lauder Companies. Today
Aerin Lauder is the Creative Director for the Estée Lauder
brand, helping to shape the image of Estée Lauder.
2008
Estée Lauder Sensuous debuts—making history with a
groundbreaking fragrance in the Woods category.
Advanced Night Repair Synchronized Recovery Complex
launches with two new breakthrough repair advancements
and 20 patents worldwide. The revolutionary formula beautiful skin can’t live without!
2009
2010
Make-up artist Tom Pecheux becomes the Creative Makeup Director for Estée Lauder,
working with the brand to help set artistic direction for the next generation of
Estée Lauder makeup.
Today’s Date
/
/
3
Estée Lauder Today—
the VISION
“Bringing the Best to Everyone We Touch.”
Today, the Estée Lauder brand is recognized
as an industry leader in over 140 countries
worldwide, with a stellar reputation built
upon a passion for innovation and excellence,
and an unparalleled commitment to quality
and service.
Estée Lauder is a global leader in prestige
beauty with High-Performance Skincare
and Makeup and Modern Fragrances.
Estée Lauder combines first to market
innovative products with highly personalized
service to allow our target consumer to create
her unique and modern signature style.
The highly personalized service
—what we call Signature Service—
is what you are expected to give to
every customer, every day! As part
of the Estée Lauder family, your
role is to bring the best to everyone
you touch and be the best in
everything you do.
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Estée Lauder Today—
Aerin Lauder
Today, Mrs. Estée Lauder’s legacy is carried on by her granddaughter, Aerin Lauder,
Senior Vice President, Creative Director for the Estée Lauder brand. In this role,
Aerin oversees all creative efforts for Estée Lauder Skincare, Makeup and Fragrance.
“
AERIN LAUDER
”
Aerin has also launched three fragrances.
Defined by the finest ingredients and luxury
packaging, Aerin’s Private Collection
fragrances are rooted in a shared love of
fragrance with her late grandmother,
Mrs. Estée Lauder.
Aerin’s work in various roles in the company,
along with a lifetime of experience in the
cosmetics industry, contributes to her
success in helping shape the image of the
Estée Lauder brand today and into the future.
Aerin lives in New York City with her
husband and two children.
Aerin Lauder
Senior Vice President, Creative Director
your role
An important part of the Estée Lauder brand “DNA” is highly
personalized services and experiences—we call this Signature Service.
Offering Signature Service is a Beauty Advisor expectation. In the next
few pages you will learn all about Signature Service and the important role
it plays in making you a successful Beauty Advisor.
In addition to Signature Service, we have
created a roadmap to help guide you on
your journey to success. We call this Sales
and Service Expectations—tried-and-true
techniques that will help you reach your
sales goal every day and create a great
experience for every customer.
These are the basic expectations of
every Beauty Advisor, every day.
Sales AND Service Expectations
1
2
3
4
5
Achieve Sales Goal Every Day
The first step to success is achieving your sales goal every day. Why is
this important? Achieving your goal is a direct reflection of the outstanding
service you provide your customers.
Recruit New Customers
An easy way to achieve your sales goal is to recruit new customers.
You’ll be surprised just how easy it is using your tools. The #1 way to get
a customer’s attention? A free 10-day supply of foundation in her perfect
shade, of course!
Signature Services
The goal at Estée Lauder is to offer every customer the Signature Services
Menu—it’s an easy way to make her feel special and allows her to customize
her shopping experience. When you treat every customer to Signature
Services, you’ll find she’s excited to return to Estée Lauder—and you!—
again and again.
Show/Share/System
Show/Share/System is a powerful product demonstration technique
which ensures you demonstrate 3 products to every customer. It gives the
customer more options and gives you greater opportunity to make a sale.
Build Relationships with Client Registry
Staying in touch with your customer after she leaves your store is what
will bring her back and create a loyal following!
And don’t forget... the most important thing you can do is to show every
customer gratitude with a heartfelt “thank you”.
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AchievE
Your Sales
Goal Every
Day
Achieving Your Sales Goal is your mission
as an Estée Lauder Beauty Advisor—
every person in the Estée Lauder family
is committed to providing you with the
very best products and tools to help
you achieve this goal.
Retail Math
Terms You’ll Need to Know
to Plan for Success
Percent of Goal Achieved (% to Plan)—
measures the number of products you sell.
• The path to Achieving Your Sales Goal is through Signature Service—treating
every customer like she’s your most important customer. By making your
customers’ day, you will make your day!
• Discuss your daily sales goal with your Counter Manager so you can take
the first step toward Achieving Your Sales Goal.
• Ask your Counter Manager what your sales goal is for the day (it may change
daily) and how to track your sales with your Daily Sales Barometer.
achieve your sales goal
• Each day, you’ll have an opportunity
to deliver outstanding service to help
you reach your destination. • Work with your Counter Manager
to map out a plan to:
Signature Services
Show/Share/System
Build Relationships with Client Registry
8
9
The Signature Services Menu
At Estée Lauder we know what women want—a personalized
experience at the counter that reflects their interests and needs.
Estée Lauder’s Signature Service is what sets us apart from
the competition. We believe great service will make your
customers fall in love with Estée Lauder. Each Signature
Service is based on our unique Estée Lauder philosophy, an
exclusive selling tool and your Beauty Advisor expertise.
The Signature Services Menu is a quick way to showcase your
expertise and to start conversations with customers to give them
an exceptional and high value shopping experience. Offering
Signature Services is not optional—it is the expectation that
every Beauty Advisor will offer it to every customer, every day.
How do you introduce
Signature Services?
To start a conversation...
After a service...
At the end of a sale...
Ice Breakers
Making a connection is easy when
you offer Signature Services.
Making a great first impression
will help you build a relationship
with your customers. Remember
the following steps to ensure
you make a great first impression
every time!
• Friendly Greeting
• Sincere Compliment
• Personal Introduction
• Offer Signature Services
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Did you
know…
that a customer forms an
impression of you within
the first three seconds?
How I will offer
Signature Services...
HOW?
2
3
Instead of the impersonal, “May I
help you?” which almost always results
in an “I’m just looking,” try these easy
ice breakers—
QUESTION
“What brings you to
Estée Lauder today?”
FFER “Did you know that Estée
O
Lauder offers a menu of complimentary
Signature Services? Why don’t you
pick one, they’re free! There is no
purchase necessary.”
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Show/Share/System
SHOW
Customers want to experience products first hand—to see how they
look, feel or smell on their skin. And they want to know how a product
works as a system with other products for enhanced benefits. This is
why Estée Lauder has the Show/Share/System—a powerful product
demonstration technique that will help you demonstrate 3 products
to every customer.
She’ll fall in love with the product when she can feel the
texture, see the visible results or experience the scent.
Always follow Estée Lauder hygiene guidelines in your
“Must Knows” tab of this Guide Book.
Show a product first, then share its benefits and how to achieve even
better results by using that product as a system with other products.
Use this technique with every customer and you’ll see results!
Did you know? If a customer tries a product,
she is 65% more likely to buy it.
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SHARE
Describe the product benefits—
Ask questions to determine her needs and lifestyle. Explain
why the product is right for her by sharing the benefits that
meet her concern or needs. Be sure to use the appropriate
tools to reinforce your authority as the expert!
SYSTEM
Demonstrate a minimum of 3 products and share the
enhanced benefits of using the products as a system—
Try This!
Use these easy phrases to
help introduce additional
products to any customer!
Demonstrate the product on
the customer—
Remember, using a system will help your customer see the best results!
Customers to
day want to
get the best v
alue. Be sure
to
share prices
and size opti
o
n
s
and help her
make the best
decision base
d on her bud
get
and needs.
+
+
+
+
+
+
Tip!
Demonstrate a
product from
another category
to enhance the
results of the system.
For example,
demonstrate skincare
with foundation.
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Show/Share/System
CommunicatE Value
Today customers are looking for innovative products, value
and advice they can trust. That’s where you come in! Value
does not necessarily mean low prices. Today value means
giving customers more for their money… more results, more
advice, more service. And don’t forget… your expertise—
together with Signature Service—is the single greatest value we provide at the Estée Lauder counter.
advise to buy
Customers count on you for professional
advice regarding what they should
purchase. You can help customers avoid
costly mistakes by using your expertise
to advise which products to buy. It is
important for you to ask questions and
make recommendations based on the
customer’s lifestyle, needs and budget.
Then ask your customer what she would
like to purchase.
Important Value Tips
1
2
3
14
Offer options. Let customers know your
expert advice will help her find the right
products for her budget and we have
different options in terms of size and price.
Refer to the smaller sizes as “introductory”
and the larger sizes as “value.” Be sure to
communicate the savings of the value size.
Be adaptable. Customers today are very price conscious and will appreciate
you readily sharing prices and size options. Ask your customer what kinds
of products she currently uses and what budget she has. Work with her
to find the perfect products to fit her needs.
In My Own Words
The Estée Lauder Guarantee. Share with customers that if she is not
satisfied with her products for any reason, she can bring them back and
we’ll make it right.
15
BUILD
RELATIONSHIPS
WITH CLIENT
REGISTRY
Building Relationships with your Client Registry is an
extension of your Signature Service. Your clientele are
the customers that you contact regularly—creating
relationships and loyal customers. The Estée Lauder
expectation is that you’ll have at least 150 clients.
Once you’ve established a relationship with your
customer, you’ll want to make sure she returns—to you!
Calling your customer and staying in touch will bring
her back to you again and again.
will this help me achieve my sales goal
Q How
every day?
A
Having a loyal clientele helps you achieve your sales goal every day—
because when you don’t have customers at the counter, you’ll have customers
to call. You’ll also have customers to contact for Special Events, promotions,
new product launches and to come in for a complimentary Signature Service.
Q Why will my customers want to hear from me?
A
Your customers will love being in your clientele because they’ll feel special and
“in the know” about the latest trends and exclusive events. You can also act as
a personal shopper for your customers—someone who understands their needs
and can save them time and frustration with a friendly reminder to replenish
a product. In addition, an unexpected invitation to return for a free Signature
Service is just the thing that will make your customer feel special and valued.
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1,2,3 Connect!
The service you provide your customer
doesn’t end when she leaves your store.
Calling your customer and staying in touch
will bring her back to Estée Lauder and to
YOU—it’s as easy as 1,2,3 Connect!
Use 1,2,3 Connect! to start building
great relationships and create loyal
customers. Here’s how:
1
2
3
Day—Thank you Call
Call to say “thank you” within 24
hours after she leaves your store.
Weeks—
Service Call
Call within 2 weeks to follow up
on products purchased.
Months—
Replenishment Call
A friendly reminder to replenish
a product or invitation to return
for a Special Event or free
Signature Service!
Did You
KNOW?
60% of customers will
repurchase products when
contacted 3 times
within 3 months of her
initial purchase! Following
up with customers is key in
establishing relationships!
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YOUR ROADMAP—
Sales and Service Expectations Checklist
Estée Lauder—
Service SaVvy
What makes a customer loyal?
YOU! Use these Service Savvy tips to start building great relationships and create
customers that are loyal to Estée Lauder—and to you!
Use the below checklist and we
guarantee you will achieve your sales
goal every day!
• Welcome every customer with a warm greeting.
•Ask questions to determine the shopping
experience she is looking for.
• Offer customers a free 10-day supply of foundation.
Signature Services
• Offer every customer the Signature Services Menu.
•Emphasize that the services are free and there is no purchase necessary.
SHOW/Share/system
• SHOW product by demonstrating and sharing compelling headlines.
• SHARE benefits based on customer’s concern. Ask questions to learn more about your
customer’s needs.
• Show a SYSTEM of products for optimal benefits—adapt recommendations to fit customer’s
lifestyle, needs and budget. Advise to buy and share the Estée Lauder Guarantee.
What is the Est{e Lauder Guarantee?
If a customer is not satisfied with her products for any reason, she can bring them back and
we’ll make it right.
Build Relationships with client registry
• Show appreciation with a heartfelt “thank you.”
• Offer to add her to your Client Registry so you can stay in touch and create
loyalty through 1,2,3 Connect!
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✓ Be Friendly
A smile and a warm “Welcome to Estée Lauder” go a long
way. Introduce yourself and let your customer know you’re
happy to see her—regardless of the reason she is at your counter.
✓ Be CONSISTENT
Offer every customer the Signature Services Menu—it’s the
Estée Lauder point of difference! Many customers are surprised
we offer these services, and that they’re free!
✓ Be Yourself
Let your personality shine through! Loyal customers come
from great relationships—always be positive, enthusiastic
and genuine.
✓ Be Interested
Ask questions and truly listen to her answers—the more you
know about your customer, the better your relationship.
✓ Be Knowledgeable
Your customer has questions and you have
answers—show her you’re the expert! Don’t
know the answers? Use your resources—your
coworkers, Counter Manager, myesteelauder.com,
esteelauder.com and the Welcome Aboard
CD-ROM are full of helpful information.
✓ Be HONEST
Treat every customer like a friend and give her
advice based on her lifestyle, needs and budget.
✓ Be APPRECIATIVE
Always remember to thank your customer
for shopping with you at Estée Lauder.
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Est{e Lauder
Service Savvy
“
Below are common service situations you might
encounter. With these 3 easy steps and the tips
below, you are guaranteed to deliver exceptional
service every day! The result? A customer who
trusts, values and is loyal to Estée Lauder, and you!
1
2
3
1
3
Offer to make it right.
A customer asks about
a competitor’s product.
“
What
to say
:
•Let your customer know your expertise is with
Estée Lauder products and offer to show her
a comparable Estée Lauder product.
•Offer her the Signature Services Menu and
a free gift of foundation.
ffer the Signature Services
O
Menu and a free gift of foundation.
”
Did You Know?
A customer wants
to return a product.
“
Customers Talk!
What to say:
Here is the number of people a customer will tell
based on how well you handle her concern.
”
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A customer requests
a product that your
store doesn’t carry.
•Apologize and explain that some
products have limited distribution. Then,
explain how she can order the product
on the Estée Lauder website.
•To thank her for her visit, offer her the
Signature Services Menu and a free gift
of foundation.
”
Apologize and acknowledge
the customer’s concern.
WHAT TO DO:
• Apologize and immediately accept
the return.
•Ask questions to determine her
concern and offer to exchange
her return for another product.
•Offer her the Signature Services
Menu and a free gift of foundation.
2
What to say:
3
10
25
if you do a GOOD job
if you do a GREAT job
if you do a BAD job
Est{e Lauder
6
Service Savvy
What to say:
“
”
5
4
•Apologize and offer a free gift of foundation
or another sample you have available. Then,
offer to take her name and number so you
can call her when the sample is available.
•Offer to demonstrate the full-size product
while she’s at the counter.
•Offer her the Signature Services Menu.
You’re the only
Beauty Advisor at
the counter and
customers are waiting
as you’re helping
another customer.
•Greet the other customers immediately and
explain that you’re happy to help them when
you’re finished with your current customer.
•Show them the Signature Services Menu and
have them pick a service while they’re waiting.
Be sure to offer a free gift of foundation as
a “thank you” for waiting.
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A customer brings in
an ad offering a free
Estée Lauder sample
and you don’t have
it at your counter.
“
What would you
say
•If you don’t know the answer, use your
resources at the counter—your Counter
Manager, coworkers, the Estée Lauder
website and tools have great information.
•If you still can’t find the answer, take her
name and number and let her know you’ll
get back to her shortly with the answer.
•Offer her the Signature Services Menu
and a free gift of foundation.
would
What
“
”
?
8
”
A customer has a
question you can’t
answer.
you say
?
7
“
What would you say?
”
A product or shade
is discontinued.
•Apologize and ask what she liked about the product
or shade and offer to find a comparable product.
•If she isn’t satisfied with the replacement, suggest
our Gone But Not Forgotten program that helps
customers locate discontinued items. (See page
192 for more information.)
A product is out of stock.
•Apologize and explain that you’ll find out when
it will be back in stock.
•Offer to put one aside for her when it comes in
or offer to try to locate it at another store in the
area. If you can’t find it and she doesn’t want to
wait, direct her to esteelauder.com.
•Offer her the Signature Services Menu and
a free 10-day supply of foundation to make
up for the inconvenience.
“
What would
you say?
”
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Social Media
Smarts
3
Guidelines for Engagement in Social Media
Many Beauty Advisors participate
in online social media so it’s
important to know what’s
smart and what’s not when you
represent Estée Lauder
online. The best advice?
Approach the online world in the
same way you do the physical one:
by using sound judgment
and common sense and by
following Estée Lauder policies
and values.
1
2
24
Use common sense.
What’s Smart: Be respectful. Do not speak negatively of anyone, including
coworkers, employees, customers, vendors, competitors or celebrities.
What’s Not: Saying something you wouldn’t want printed on the front page of
a newspaper or that would reflect negatively on you or Estée Lauder. Remember,
online content can live forever!
Be yourself and be transparent.
What’s Smart: Be upfront and always disclose that you are working for Estée
Lauder when discussing the industry, the brand or its products. Let people know
you are sharing your personal opinions, not those of Estée Lauder.
What’s Not: Pretending to be someone you aren’t and violating the trust of
your community, e.g. using a fake name to post.
4
Share news that is already public information.
What’s Smart: When sharing your excitement about a product launch, event
or Estée Lauder, stick to publicly known facts.
What’s Not: Sharing confidential information such as unannounced product
launches or collaborations.
Share excitement, not claims.
What’s Smart: “I love the new Estée Lauder moisturizer. It is really great!”
(Remember to disclose who you are and that you are sharing your personal opinion).
What’s Not: Making specific product performance claims, e.g., “The new Estée
Lauder moisturizer made me look 10 years younger!” or, promoting competitive
products or brands to a degree that becomes a conflict of interest.
5
Know your stuff and know when you don’t know.
6
Let the consumer be heard.
7
8
Keep your cool.
What’s Smart: Use sound judgment and common sense when deciding if
and when to comment or engage online. In any circumstance in which you are
uncomfortable or uncertain about how and if to engage, don’t engage. Instead,
you can submit your question to your Education or Account Executive.
What’s Not: Trying to address tricky questions yourself or altering/deleting
content without acknowledging that it has been altered.
What’s smart: Limit your comments on brand sponsored social media sites
so that consumers can voice their opinions.
What not: Posting or commenting on brand sponsored sites so often that
consumers and the designated brand voice are hard to hear.
What’s Smart: If you are feeling emotional, think twice before you post or jump
in. Some comments are best left alone.
What’s Not: Getting into an argument or heated debate online.
Use it, but don’t abuse it.
What’s Smart: Limit personal use of social media and online communications
at work, just as you would any other form of personal communication.
What’s Not: Spending too much time at work on social media outside of your
job responsibilities.
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EST{E LAUDER.COM
It’s our exciting website developed just for Beauty Advisors—
Why Every Beauty Advisor
Needs To Use It
Want to learn new tips? Win a prize? Get the inside scoop?
A must-see destination for every Beauty Advisor!
Estée Lauder’s
website—an
for product information, special
events, service and sales tips,
and more—all customized for
Beauty Advisors everywhere
with new stories every month!
How It Works
Beauty Advisors can access the website two ways—by logging on to the Gratis
site or by entering
into a web browser. Each
time a Beauty Advisor logs on she’ll see a customized “dashboard” with her
personal Estée Lauder information at her fingertips. Information such as—
1
2
3
26
My Gratis—order products you want to try.
A few highlights—
•
a monthly update
on all the news you will want to share
with customers.
•
an opportunity
to learn more about Estée Lauder with
a Guest Editor who will answer questions
and share success tips.
•
we’ll highlight
eauty Advisor service tips, monthly
B
success stories and much more.
•
survey where Beauty
dvisors can tell us what they think and
A
give valuable feedback.
• fun, interactive quizzes
tosharpen skills and reinforce learning—
a new quiz will be featured every month.
My Favorite Pages...
My Uniform—ordering a uniform is one click away!
Sweepstakes—enter for a chance to win special prizes each month.
27
Mapping Your Future—
Mapping Your Future—
This is the beginning of your journey
to success—you’ll find many rewards
along the way.
Today is the first day of your Estée Lauder career!
Many of our Field Executives started right where you are—
as an Estée Lauder Beauty Advisor! How far can you go
with Estée Lauder? Take a look!
One of the rewards you’ll experience
is the satisfaction of knowing that you’re
Achieving Your Sales Goal. That’s the
Estée Lauder expectation.
Criteria
& Eligibility
But success, Estée Lauder style, goes
one step further. When you exceed that
expectation, you’ll be recognized as an
Estée Lauder Top Performer.
Full-Time
Beauty Advisor
What is a Top Performer?
Part-Time
Beauty Advisor
A Beauty Advisor who outpaces others in sales and
service—consistently exceeding sales goals and setting
an example by being the best of the best.
$200,000 sales goal
with a 1.9 IPT (Items
Per Transaction).
$135,000 sales goal
with a 1.9 IPT.
Why You Want to be a Top Performer
For starters, the more you sell, the more money you’ll
make. But it’s also the satisfaction of knowing you’re the
best. You’ll set the standard for other Beauty Advisors
to follow.
But just in case that’s not enough, you’ll be rewarded
with the recognition of your peers and store management,
as well as fabulous gifts from Estée Lauder.
We’ll help you get there by providing you with the very
best tools and education in the industry. We want you
to be the best you can be!
28
29
Test Your Knowledge
1
2
3
4
5
Stop here to check that your journey
to success is on the right track. Your
Counter Manager has the answers—
be sure to review your responses with her.
How do you determine your sales goal every day and where will you track it?
Which of the following are Estée Lauder “firsts”?
A. Gift with Purchase
B. Repair Serum
C. Seasonal makeup color collection
D. All of the above
What tool should you show every customer, every day?
What are the three Service Savvy things you should do so that customers never
leave disappointed?
Draw a line to match the Sales and Service Expectation on the left with the
description on the right.
Show/Share/System
Build Relationships with
Client Registry
Signature Services
30
A. Your destination, every day!
B. A
great way to attract new customers
to your counter and to help ensure you
make your day, every day.
C. Estée Lauder’s point of difference—offer
every customer our exceptional service.
D. Always use this system to demonstrate
3 products.
E. Use your Client Registry to stay in touch
with your customers.
Take Note!
5
START
6
1
4
Congratulations!
You’re on your way to Success.
32
33
Take Note!
34
Est{e Lauder Philosophy—
SKINCARE
Beautiful skin. It’s in our DNA.
At Estée Lauder, we believe every woman can have beautiful skin.
We study women’s skin of all ages to gain a deep understanding
of exactly how and why skin ages. Research that has led to our
expertise and innovation in skincare technology.
Our scientists know that DNA damage is a root cause
of all visible signs of aging. It’s the core of our philosophy. It’s
what drives us to develop formulas that support skin’s natural repair
and renewal. And no other formula demonstrates this better than
Advanced Night Repair. This anti-aging serum continuously
repairs the appearance of past damage caused by every major
environmental assault.
Whatever your concern, whatever stage of life you’re in, our simple,
targeted systems of high-performance Repair and Moisturizer
formulas are developed to work synergistically for measurable results.
It’s why millions of women everywhere won’t trust their skin to
anyone other than Estée Lauder.
Advanced. Effective. Immediate.
Turn the page to continue your journey
to Estée Lauder skincare expertise!
SIGNATURE SERVICE—
What Makes
Your Skincare Service
Signature?
Est{e Lauder Philosophy
Exclusive Tools
your Expertise
EXPERTISE
TOOLS
PHILOSOPHY
Estée Lauder believes…
36
• DNA damage is a root cause of all visible signs of aging.
• Advanced Night Repair is the one revolutionary formula beautiful
skin can’t live without. That is why it is the core of every Beautiful
Skin Solutions System.
• Every woman can achieve the beautiful, younger-looking skin
she wants with our targeted systems of high-performance Repair
and Moisturizer formulas customized to her needs. • Beautiful Skin Solutions Concern Booklets
• Consultation Pad
• Understand each skin concern.
• Explain how her Repair and Moisturizer work together to address
her concern.
• Explain how the products deliver benefits as a system, using the
Concern Booklets to demonstrate and reinforce information.
Estée Lauder
Skincare
Estée Lauder is a world leader in
high-performance skincare with over
3 decades of cutting-edge genetic
research. What’s more, our global
research and developments teams
employ over 400 dermatologists,
biochemists, and other top
scientists dedicated to finding the
latest anti-aging breakthroughs.
Why are we so sure women will see results?
With 50 active research programs and over 10,000 clinical evaluations on
women every year around the world, Estée Lauder has developed some of the
most trusted products loved by millions of women.
It’s important that customers trust you, too! Study and learn about Estée Lauder’s
Beautiful Skin Solutions so you have the authority customers expect.
Your
tool
It starts with Estée Lauder’s Skin Concern Booklets—you’ll want to use
this important tool with every skincare customer to share the benefits of
each system. It has all the information you need to help her understand
her perfect Beautiful Skin Solution.
37
Est{e Lauder
Beautiful
Skin Solutions
At Estée Lauder, our Beautiful Skin Solutions systems address your
customer’s concerns and offer her immediate results. The skin
she wants is revealed when she uses a targeted system of Repair
Serums and Moisturizer formulas every morning and every night.
Why Repair AND Moisturize?
Be sure to use your Beautiful Skin Solutions Concern Booklets to show your
customer the benefits of using a complete Beautiful Skin Solutions System.
1
2
Estée Lauder scientists believe in the powerful synergy of Repair and
Moisturizer to help repair and protect your skin. Estée Lauder Repair
Serums target specific anti-aging concerns and Estée Lauder Moisturizers
create an optimal environment for repair. Together, Repair Serums and
Moisturizers work together to give your customer the beautiful skin she wants!
EST{E LAUDER REPAIR Serums
•H
ighly concentrated serums formulated to penetrate deep
into the epidermis.
• Help boost and support natural functions in skin.
•P
rovide immediate visible results.
EST{E LAUDER MOISTURIZERS
• Help rebuild skin’s protective moisture barrier.
• Feature anti-aging technologies to target specific aging concerns.
• Provide
environmental and anti-oxidant protection to help prevent
the signs of aging.
+
38
3
4
+
38
Youth-Infusing
Hydration
Revitalize dehydrated skin and resist the look
of aging.
Protect/prevent/
first signs
Help protect skin and reduce the first visible signs
of aging.
Anti-wrinkle
Dramatically reduce the look of deep lines
and wrinkles.
Lifting/firming
Give skin a younger, smoother, more lifted and
firmer look.
39
Est{e Lauder
Repair
Each Estée Lauder Repair
Serum is a high-performance
formula that provides instant,
visible results, plus clinically
proven benefits that build with
continued use. These Repair
formulas offer an instant
“WOW” upon application—
it’s a difference you can see
and feel instantly!
Environmental Repair
3
Estée Lauder has
advanced Repair
ed,
Serums with target
ground-breaking
technologies—
Advanced Night Repair
Synchronized Recovery Complex
Repair the appearance of past damage caused
by every major environmental assault. It
is the revolutionary formula beautiful skin can’t live without.
For every woman, every night.
Advanced Night Repair is the star
of every Estée Lauder Skincare System...
Skin Refinisher
Did You
Know?
Estée Lauder invented the
Repair category in 1982
with the launch of Night
Repair. Today, Estée Lauder
continues to be the world
leader in this important
skincare category.
Idealist
Pore Minimizing Skin Refinisher
Refinish uneven and flaky skin. Brings
smoother, healthier skin to the surface.
Instantly pores appear 1/3 smaller.
Lines/Wrinkles
Corrector
Perfectionist [CP+]
Wrinkle Lifting Serum
Corrector for Lines/Wrinkles/Age Spots
Helps correct the signs of aging—
including lines, wrinkles and age spots.
Turn the page to learn more about
each Repair Serum’s benefits.
IN MY OWN WORDS
Why do you need a Repair Serum?
40
41
The Story of
The Little
Brown Bottle
The revolutionary
formula beautiful skin
can’t live without.
20 patents worldwide.*
In 1982, Estée Lauder made skincare history with
the revolutionary launch of Night Repair Cellular
Recovery Complex—the world’s first nighttime
repair product to target damaged skin and help
it visibly repair itself during the restorative hours
of sleep. Overnight, Estée Lauder turned ‘skincare’
into ‘skin repair’.
In 1991, Night Repair became Advanced Night Repair.
Based on research on the effects of environmental
damage, Estée Lauder developed breakthrough
anti-oxidant technologies. The result? Advanced
Night Repair offered new, preventive benefits that
helped protect skin from environmental assaults.
Today, Advanced Night Repair Synchronized Recovery
Complex is the most comprehensive, high-performance
anti-aging serum Estée Lauder has ever created.
Selling Advanced night
repair is as easy as 1,2,3.
1
2
3
It’s the 1 revolutionary formula beautiful
skin can’t live without.
Updated with 2 advancements to help
your skin repair itself like never before.
See 3 visible improvements—reduced
lines and wrinkles, more even skintone
and immediate hydration.
Synchronized Recovery Complex
Repairs your skin’s appearance while helping to
protect it from the aging effects of the environment.
SHOW
Introduce Advanced Night Repair to your customer with the 1,2,3 statement and our famous
water demonstration! Apply Advanced Night Repair to the back of your customer’s hand and
massage into skin—ask her to feel the smooth texture. Then, lightly spray the back of both hands
with water and ask her to compare hands. The hand treated with Advanced Night Repair holds
onto the water while the untreated hand experiences moisture loss—the water quickly rolls off.
SHARE
CUSTOMER BENEFITS
HOW IT WORKS
SYNCHRONIZED REPAIR: Helps naturally
synchronize clock genes in skin cells to repair
at night and protect by day.
Exclusive Chronolux™ Technology helps
get skin back in sync. Synchronization
allows skin to get its optimal natural repair.
ENHANCED ENVIRONMENTAL REPAIR:
Dramatically reduces signs of aging. When
used every night, helps to continuously repair
the appearance of past damage caused by
every major environmental assault.
New advanced technologies repair
visible past damage caused by every
major environmental assault.
PREVENTION AND HYDRATION:
Neutralizes up to 90%* of environmentallygenerated free radicals before they can damage
skin and its DNA—so there is less visible
damage to repair. Helps lock moisture in skin
and creates the optimal environment for repair.
Delivers high levels of Hyaluronic Acid—
nature’s moisture magnet—to attract and
bind moisture to the skin.
HOW TO USE
PLUS
Apply 4-5 drops to face and throat every
evening.
• All skintypes
• Non-acnegenic
• Dermatologist-tested
• Fragrance-free
* In vitro testing
SYSTEM
TIP!
Explain to customers that Advanced
Night Repair is not a moisturizer. Say, “Let
me find the moisturizer that is best for you.
Which concern sounds most like you?”
42
* US
patented. International patents pending.
43
Idealist
Estée Lauder’s revolutionary skin refinisher for uneven, flaky skin
penetrates deep within surface layers to deliver our most dramatic
skin resurfacing benefits. Instantly pores appear 1/3 smaller.
SHOW
Apply Idealist Pore Minimizing Skin Refinisher to the back of your customer’s hand and have
her gently massage it in her skin to experience the velvety-smooth texture, luminous finish
and fresh scent. Ask her to compare hands to see the difference in texture and luminosity.
CUSTOMER BENEFITS
HOW IT WORKS
Instantly gives skin a soft, silky feeling. Skin
looks more even in tone.
• Unique smoothing polymer evens out
skin’s surface imperfections.
• Optics immediately give a more
even-toned appearance.
Gentle, non-acid formula works fast to banish
flakiness, roughness, dullness and redness.
Helps give skin an overall more even tone.
• Glucosamine, a sugar derivative, and
Chestnut Seed Extract, a botanical, reactivate
skin’s natural shedding process so dead cells
don’t cling to skin’s surface. Skin brightening
anti-oxidants help fade the look of dark spots
and other discolorations over time.
• Advanced Optical Technology immediately
reduces the look of pores.
• Instantly—Chestnut Seed Extract helps
dissolve surface pore debris to help stop
pore enlargement at its source.
• Continuously—NDGA, a potent anti-oxidant,
helps reduce the build-up of debris deep
within pores—significantly shrinking the look
of enlarged pores.
HOW TO USE
PLUS
Apply every morning before applying
appropriate Estée Lauder Moisturizer.
• Non-acnegenic
• Oil-free
SYSTEM
Wrinkle Lifting Serum Corrector for Lines/Wrinkles/Age Spots
Estée Lauder’s most comprehensive wrinkle lifting treatment ever—begins
to amplify new collagen production in just 2 hours* and virtually reverses
the daily visible effects on lines and wrinkles after 4 weeks.
SHOW
Apply Perfectionist [CP+] to the back of your customer’s hand and gently massage into skin.
Ask her to raise both hands (fingers straight up) and notice how the look of fine lines on the
treated hand is instantly reduced and how velvety-smooth the skin feels.
SHARE
SHARE
Helps pores look virtually invisible instantly
and continuously.
Perfectionist [CP+]
CUSTOMER BENEFITS
HOW IT WORKS
DAY 1
Wrinkles look significantly reduced instantly
—and all day long.
• The length, depth and number of lines and
wrinkles look reduced up to 40% at the
end of the day.
DAY 1
• Wrinkle Lift Restructuring Peptides™, which
have been shown to begin amplifying new
collagen production in just 2 hours*.
• Flexible Elastomer Technology works as a
’liquid bandage’ to fill in and visibly immobilize
wrinkles. Enhanced Light Diffusion Technology
immediately helps blur lines and wrinkles away.
WEEK 1
The visible, wrinkle-exaggerating effects of
the day are reduced by 50%.
• Deep, prominent wrinkles look lifted away.
• A new clarity and even tone emerge as the
appearance of age spots seems to fade.
WEEK 1
• Skin begins to naturally amplify and maintain
production of collagen, elastin and laminins
to help lift away the look of wrinkles faster.
• Highly potent anti-oxidants, such as a blend
of botanicals including Mulberry and Grape
Extracts, help fade the appearance of age spots.
MONTH 1
See a dramatic 61% reduction in the look
of deep, prominent wrinkles.
• The visible, wrinkle-exaggerating effects of
the day have been eliminated.**
• Skin reclaims—and maintains—an
astonishingly more youthful and lineless look.
MONTH 1
The increase in collagen helps re-organize protein
fibers to help strengthen inner skin support and
better resist the appearance of wrinkles.
HOW TO USE
PLUS
Apply every morning before applying
appropriate Estée Lauder Moisturizer.
• All skintypes
• Non-acnegenic
SYSTEM
* In vitro testing of our Wrinkle Lift Restructuring Peptides™
shows collagen production is amplified beginning in 2 hours.
**Clinical testing shows in just 4 weeks of continued use.
45
Est{e Lauder
Moisturizers
Our bodies need water to function at their best. In fact, our bodies
can’t survive without it.
The same is true for skin—it needs hydration for its overall health.
Skin that isn’t properly hydrated can become dull, dry and irritated—
setting the stage for the signs of premature aging.
What’s most important to remember? Our moisturizers create the optimal
environment for Estée Lauder Repair Serums. That is why it is important to
introduce customers to systems of Repair and Moisturizer.
4
Estée Lauder has
ers
advanced Moisturiz
s’
to address customer
skin concerns—
Est{e Lauder Moisturizers
do more than moisturize.
They are formulated with specialized
ingredients and technologies to provide
added anti-aging benefits. Plus, they
seal in all the benefits of Estée Lauder
Repair Serums.
Youth-Infusing Hydration
Hydrationist
Maximum Moisture Creme/Lotion
Keeps skin super-hydrated all day long and helps
strengthen its resistance to signs of premature aging.
Protect/Prevent/First Signs
DayWear
Advanced Multi-Protection Anti-Oxidant Moisturizers SPF 15*
Helps prevent and visibly diminish the first signs of aging.
Anti-Wrinkle
Time Zone
Line and Wrinkle Reducing Moisturizers SPF 15
Reduces the look of lines and wrinkles while helping
prevent new ones from appearing.
Lifting/Firming
Resilience Lift Extreme
Ultra Firming Moisturizers SPF 15
Gives skin a firmer, radiant look instantly and a more lifted
look with continued use.
IN MY OWN WORDS
What makes Estée Lauder Moisturizers special?
* Canada only: DayWear Advanced Multi-Protection Moisturizers SPF 15
46
47
Hydrationist
DayWear
Keep skin super-hydrated all day long and help
strengthen its resistance to signs of premature aging.
Clinical testing proved 100% of women who used
Hydrationist experienced a dramatic moisture boost,
instantly and throughout the day.
DayWear helps prevent and visibly diminish the first
signs of aging—with our exclusive anti-oxidant complex,
it’s the most effective anti-oxidant power ever.*
Maximum Moisture Creme/Lotion
Advanced Multi-Protection
Anti-Oxidant Moisturizers SPF 15
SHOW
SHOW
Apply Hydrationist to the back of your customer’s hand as you share the 3 key benefits.
Ask her to compare her hands to see and feel the difference.
SHARE
CUSTOMER BENEFITS
HOW IT WORKS
Immediate Moisture—instantly
feel a rush of fresh moisture that
lasts 24 hours—a wave of youthinfusing hydration.
Exclusive new Bio-Mimetic Water is ‘structured’ to easily
absorb within skin’s surface and instantly replenish thirsty
skin with immediate hydration.
Lasting Moisture—Encourages
skin’s natural abilities to sustain
moisture over time. Skin is better
able to fight signs of premature
aging more effectively.
• With continued use, exclusive Sustainable Moisture
Complex™ with Revival Plant Extract helps boost,
balance and maintain skin’s optimum moisture levels.
Encourages skin’s natural ‘barrier building’ abilities so
it holds onto more moisture—and fights signs of premature
aging more effectively.
• Over time, skin’s moisture barrier is strengthened by
50%* with our Sustainable Moisture Complex™—so
with continued use you’ll see younger and healthierlooking skin, year after year.
24/7 Hydration—Strengthened
with continual moisture, skin is
kept hydrated all day, every day
—leaving it soft, silky-smooth
and super-hydrated.
Skin is strengthened with continual moisture so that it’s
better able to resist the signs of premature aging. Helps
skin stay hydrated all day, every day, 24/7.
HOW TO USE
PLUS
Apply every morning after Idealist
and every evening after Advanced
Night Repair.
• Non-acnegenic
Apply a small amount to the back of the customer’s hand. Ask her to compare the
difference in smoothness and hydration and experience the classic cucumber scent.
SHARE
CUSTOMER BENEFITS
HOW IT WORKS
Advanced Anti-Oxidant Protection—
Advanced formula provides our most
comprehensive anti-oxidant protection,
now against every key type of free-radical
damage. Provides continuous all-day
protection by recycling anti-oxidants to
extend their life span.
An optimized blend of our unique Super Anti-Oxidant
complex—including Vitamins C and E, Eukarion and
more—formulated to be more powerful than ever before.
• More comprehensive protection—now protects against
every key type of free radical damage.
• Now with all-day protection—First of its kind technology
allows anti-oxidants to be recycled for all-day protection.
• More powerful protection—Supercharged with our most
effective antioxidant power ever.
Advanced UV Protection—Keeps
skin optimally protected with our
most advanced broad spectrum
sunscreen, developed to meet the
most advanced standards around
the world for UVA protection.
Our most advanced broad-spectrum sunscreen system
helps protect against the full spectrum of damaging UVA
and UVB rays with 3:1 (UVB:UVA) protection.
• Specially formulated for enhanced photostability, s o
your UV protection withstands exposure to sun, helping
you stay optimally protected.
Diminish the First Signs of Aging—
DayWear helps to minimize the
appearance of fine, dry lines and dullness,
to reveal a younger more radiant look.
Advanced Moisture, Advanced Anti-Oxidant Protection
and Advanced UV Protection all combine to create
the optimal environment for skin to function optimally
and to minimize the first signs of premature aging.
HOW TO USE
Apply every morning after Idealist
and every evening after Advanced
Night Repair.
PLUS
• Crisp cucumber scent customers know and love
• Non-acnegenic
• SPF 15
*In vitro testing, comparing the proprietary Super Anti-Oxidant Complex with widely used anti-oxidants such as Alpha-lipoic
acid, Kinetin, Vitamin C, Vitamin E, Coenzyme Q10 and Idebenone.
* After just 4 weeks of use.
SYSTEM
48
SYSTEM
DayWear Sheer Tint Lotion
enhances any skintone with a healthy,
even toned glow.
49
Time Zone
Line and Wrinkle Reducing
Moisturizers SPF 15
Estée Lauder’s age-defying moisturizers help
reduce the look of lines and wrinkles. Time Zone
helps take more than 10 years off the look of skin.
Apply Time Zone to the back of your customer’s hand. Ask her to compare the difference
in smoothness and hydration—a virtual lineless look!
SHARE
CUSTOMER BENEFITS
HOW IT WORKS
Dramatically reduces the look of
lines and wrinkles.
Exclusive Sirtuin EX1 Technology, featuring a unique
rice extract, targets prematurely aged skin cells, and
helps restore their youthful behavior and vitality.
Creates the optimum moist
environment to fight the signs
of aging for a virtually lineless,
more youthful look.
Exclusive TriHyaluronic Complex is a unique blend of 3 Hyaluronic Acid technologies that help replenish, rebuild
and sustain the ideal environment for skin.
• Replenishes—Instantly replenishes hydration by binding moisture to skin’s surface. Plumps and smooths away fine, dry lines immediately.
• Rebuilds—Prompts skin to rebuild its own natural
Hyaluronic Acid from deep within skin’s surface and
build a reserve. Helps minimize the look of
prominent wrinkles.
• Sustains—Helps sustain optimal levels of Hyaluronic
Acid and a healthy moisture balance to maximize the
anti-wrinkle effect, support healthy skin performance
and protect skin’s own supply of Hyaluronic Acid.
HOW TO USE
PLUS
Apply every morning after
Perfectionist [CP+] and every
evening after Advanced Night Repair.
• Non-acnegenic
• SPF 15
SYSTEM
50
Ultra Firming Moisturizers SPF 15
Skin can have it all—appear more lifted, radiantly
luminous and younger looking. Technologically
advanced formulas help deliver more of the benefits
mid-life skin craves.
SHOW
SHOW
Restores skin’s radiance and
vitality for a more youthful look.
Time Zone Night Anti-Line/Wrinkle Creme
• Dramatically reduces the look of lines and wrinkles.
• Helps support natural collagen production while you
sleep for a smoother, more lineless look.
• Creates the optimum moisture environment to help
skin resist nighttime dehydration.
PLUS Delicate, soothing scent with notes of Lilac and Freesia.
Apply Resilience Lift Extreme to the back of your customer’s hand to let her experience
the creamy texture and instant, vivid radiance. Ask her to raise both hands and compare
the difference in moisturization and radiance. Be sure to also show her Resilience Lift
Extreme OverNight.
SHARE
CUSTOMER BENEFITS
HOW IT WORKS
Skin looks dramatically more lifted and
contoured—now and into the future.
Exclusive Extreme Lift3 Complex uses
triple-action technology with collagenboosting ingredients and more to give
skin a visibly firmer look.
Skin reclaims a brighter, more luminous look.
Instantly infuses skin with a super-energized cocktail. Skin that was dull and lifeless
immediately takes on a vivid radiance.
Skin feels comfortable and appears younger
and healthier.
Advanced hydrating complex delivers
intense moisture and relief to skin that
feels dry and tight.
HOW TO USE
PLUS
• Apply Resilience Lift Extreme Ultra
Firming Moisturizer every morning after
Perfectionist [CP+].
• Apply Resilience Lift Extreme OverNight
every evening after Advanced Night Repair.
• Non-acnegenic
• SPF 15
SYSTEM
OverNight Ultra Firming Creme
•R
ich and emollient.
•C
ounteracts nighttime dehydration.
• E xclusive lifting and firming technology helps skin boost its
natural collagen production while you sleep.
PLUS A calming blend of Cardamom, Caraway, and Orange Oils
helps promote relaxation.
51
Test Your Knowledge
REPAIR & MOISTURIZER
1
2
3
4
5
Stop here to check your Repair and
Moisturizer knowledge. Your Counter
Manager has the answers—be sure to
review your responses with her.
is the name
of Estée Lauder’s Skincare Signature Service.
Every Estée Lauder Beautiful Skin Solutions System includes a
and
.
What is a Repair Serum?
What are the benefits of Estée Lauder Moisturizers?
A Closer Look
Now that you have learned all about Repair and Moisturizer products,
it is time to take a closer look at how these products work together in
a system to deliver results for your customers.
What are women looking for today?
They want
solutions
that address
their specific
skincare
concerns—
1
2
3
4
Youth-Infusing Hydration
Protect/Prevent/First Signs
Anti-Wrinkle
Lifting/Firming
Estée Lauder’s Beautiful Skin Solutions systems address customers’ concerns and offer
immediate results. Our advanced, effective systems of Repair and Moisturizer for AM and
PM offer significant benefits and give customers the beautiful, healthy-looking skin they
want—now and in the future.
Draw a line to match the products on the left to the descriptions on the right.
Idealist
Perfectionist [CP+]
Hydrationist
DayWear
Time Zone
52
BEAUTIFUL SKIN SOLUTIONS:
A.Repair Serum that corrects the signs of aging
including lines, wrinkles and visible age spots.
B.Repair Serum that helps repair the appearance
of past skin damage caused by every major
environmental assault.
C.Moisturizer that reduces the look of lines
and wrinkles while helping prevent new
ones from forming.
D.Moisturizer that helps skin look firmer, more
lifted, more radiant.
E.Moisturizer that keeps skin hydrated all day
long and helps strengthen its resistance to
signs of premature aging.
F.Moisturizer that helps prevent and visibly
diminish the first signs of aging.
G.Repair Serum that is a gentle, non-acid skin
refinisher. Helps reduce surface imperfections.
How do I determine my
customer’s concern?
Ask her!
Start a skincare conversation with your customer by
showing her the Skincare Concern Booklets and asking,
“Which concern sounds most like you? ”
Based on her response, pull the appropriate Skincare Concern Booklet that addresses
her concern and show the appropriate products for AM and PM. Then, demonstrate her
complete skincare system so she can experience the benefits first-hand. Seeing is believing!
Healthy Skin:
1
2
A CLOSER LOOK
As a skincare expert, it’s important to understand basic skin
structure and how it works. Review the illustration and the
corresponding definitions to learn how healthy skin functions.
14
12
13
10
11
9
1
8
5
2
7
6
4
3
Estée Lauder skincare products work in the epidermis—
the protective, outermost layer of skin.
Did You
Know?
Skin is the body’s largest organ.
Skin is our first defense against disease and infection;
it helps protect our internal organs from injuries.
There are approximately 19 million skin cells on every
square inch of the body.
Skin grows faster than any other organ—our bodies
keep renewing skin our entire lives.
54
3
4
5
6
7
8
9
10
11
12
13
14
Epidermis — The protective, outermost layer of skin.
Dermis — The ’living layer’ of the skin where all key functions take place. This middle
layer is made up of blood vessels, oil and sweat glands, hair follicles and the skin’s
support structure—collagen and elastin.
S ubcutaneous Layer — The deepest layer, consisting of fat cells to cushion and
insulate skin and blood vessels.
lood Vessel — Part of the circulatory system that functions to transport blood
B
throughout the body. Provides skin with vital nutrients and oxygen.
Collagen — A fibrous protein that, along with elastin, makes up skin’s natural support
structure. When collagen levels decrease, wrinkles and skin sagging occurs.
Elastin — Elastic-like fibers that make skin firm and bounce back from stretching
and pulling.
S weat Gland — The skin’s natural cooling system. When overheated, the body
perspires as needed through the sweat glands.
S ebaceous Gland — A gland in the dermis that secretes an oily substance, sebum.
An overproductive sebaceous gland can lead to oily skin and enlarged pores.
Hair Follicle — A tube-like opening in the epidermis where the hair shaft resides.
L aminins — Proteins that support the epidermis—much like suspension cables
support a bridge. A breakdown in the production of laminins causes the epidermis
to sag and form wrinkles.
Basal Cell Layer — Bottom of epidermis, where new skin cells and melanin are produced.
L ipid — Natural fatty substance found in skin. Lipids help skin maintain a protective
moisture barrier and are essential to skin health. A decrease in lipids results in dryness
and potential irritation.
Melanocyte — A cell in the basal layer of the epidermis that produces and contains
the pigment melanin, which protects the skin from the sun and provides color to skin.
oisture Barrier — Protective barrier (also called the stratum corneum) in epidermis
M
made up of lipids to help keep environmental irritants out and vital moisture in.
55
Beautiful Skin Solutions:
A Closer Look
Youth-Infusing
Hydration
Protect/Prevent/
First Signs
Revitalize dehydrated skin and resist
the look of aging.
Help protect skin and reduce the
first visible signs of aging.
1
2
1
You will learn the below information during your First
Stop Seminar. Remember to bring this Guide Book with you
TO YOUR SEMINAR.
Review the skin diagrams that correspond to each
Beautiful Skin Solution system.
Anti-Wrinkle
Lifting/Firming
Dramatically reduce the look of deep
lines and wrinkles.
Give skin a younger, smoother, more
lifted and firmer look.
2
2
1
What’s happening in skin?
External stress and accumulated
environmental damage result in the first
visible signs of aging such as—
1 L ipid production slows, resulting in skin dryness.
2 Surface skin cells shed in an uneven manner,
causing a build-up of dull, flaky skin cells.
56
Sun and environmental irritants result
in free radical damage, causing—
1 Lipid production slows, resulting in
skin dryness and fine, dry lines.
2 Production of melanin, resulting in
discolorations and uneven skintone.
3
3
Skin loses vital energy and ability to
repair, causing—
1 Collagen loss, resulting in breakdown
of skin’s support structure.
2 Laminin loss, resulting in collapse of
epidermal support.
3 Lines and wrinkles to appear.
4
2
1
Skin loses its ability to recover
and the repair process dramatically
slows, causing—
1 C
ollagen loss and the knotting of collagen
fibers (glycation), resulting in further
collapse of skin’s support structure.
2 Laminin loss, resulting in further collapse
of epidermal support.
3 Lines and wrinkles to deepen.
4 Skin looses firmness and elasticity.
57
Test Your Knowledge
PUTTING IT ALL TOGETHER—
Skincare Service Checklist
Remember, introducing Signature Services to every customer
adds value to her shopping experience plus it helps build trust
between you and the customer. Review these Skincare Service
best practices to ensure that you convey authority, build trust and
maximize the potential of every skincare consultation.
Greet the customer with a warm welcome, introduce yourself and
ask her name.
“Welcome to Estée Lauder.”
“
”
Conduct the Skincare Service using Show/Share/System.
Refer to the ‘Beautiful Skin Solutions’ pages.
Introduce foundation and makeup.
“
”
Beautiful skin deserves beautiful makeup.
Advise to buy.
Which products do you love and want to take with you today?
“
”
Offer the Signature Services Menu.
Take a look at our menu of exclusive services. They are free—
“
Stop here to check your skincare
concern knowledge. Your Counter
Manager has the answers—be sure
to review your responses with her.
1
What question should you ask every customer to determine her skincare concern?
Use your Beautiful Skin Solutions Booklets:
Ask questions and use the Beautiful Skin Solutions Concern Booklets to
identify her concerns.
Which concern sounds most like you?
SKINCARE CONCERNS
”
why don’t you pick one? There is no purchase necessary.
Offer to stay in touch and show appreciation.
May I take your name and number so that I can call you in a few days
“to see how you are enjoying your products? Thank you for shopping
with me today and I look forward to seeing you soon.
”
2
3
4
5
Your customer’s skincare concern is Youth-Infusing Hydration.
What are the products you introduce?
What are 3 benefits?
Your customer’s skincare concern is Protect/Prevent/First Signs.
Your customer’s skincare concern is Anti-Wrinkle.
Your customer’s skincare concern is Lifting/Firming.
Find your own Beautiful Skin Solutions system! Which skincare concern sounds most like you?
My skincare concern:
My Repair and Moisturizer system:
3 benefits:
58
59
SKINCARE
Chatroom
“
Tune in to your Skincare Chatroom on the CD-ROM. Your
Virtual Education Executive will answer the skincare questions
most commonly asked by new Beauty Advisors.
“
listen and take note!
”
“
•Let your customer know that using a
system of products will give her the
best results.
•Review the Concern Booklet and
show her how the products you
recommended address her concern.
if a customer
“What
has more than one
concern?
”
•Ask additional questions—what is her
main concern?
•The benefits of the skincare systems
are designed to build—each system
incorporates the benefits from the
previous system. For example, the system
that addresses Lifting/Firming will also
address Youth-Infusing Hydration,
Protect/Prevent/First Signs and Anti-Wrinkle.
60
”
•Never say anything negative about another brand.
• Let your customer know that you are an
expert in Estée Lauder skincare and invite
her to experience Estée Lauder products.
•Tell her about Estée Lauder Research
and Development programs discussed
in the opening of this chapter.
Got questions? Get answers!
What if my customer
says, ‘Do I really need
all these products?’
What if a customer
asks me about a
competitor’s product?
What if a customer
has a question I can’t
answer?
”
•Start with your resources at counter—
product pamphlets, Concern Booklets
and this Welcome Aboard Guide Book
are a great place to start.
•Ask your Counter Manager or another
Beauty Advisor.
•If you can’t find the answer, ask your
customer for her name and number
and let her know you’ll be happy to call
her with the answer.
“
When should my
customer expect to
see results?
”
•There are immediate and long-term
benefits for each Beautiful Skin
Solutions system.
•Your customer should expect to see
the immediate benefits when she
applies the product on her skin.
•Long-term results are measured in
approximately 4 weeks.
61
skincare
Test Your Signature
Service Expertise
Put your sales and service skills to the test by selecting the best response
to each customer situation.
Each question has a ’Great’ answer and a ‘Not So Great’ answer. Record your
answers as you follow along with the CD-ROM. Be sure to review your answers
with your Counter Manager. Good luck!
THE SITUATION
WHAT WILL YOU SAY?
A customer is looking at
the skincare tester unit.
How will you introduce
Signature Services?
A. “ Hi. Would you like to see our menu of services?”
The customer says she is
looking for a new moisturizer.
How do you determine her
needs and the right Beautiful
Skin Solutions system?
A. “ Which concern sounds most like you?”
B. “ Hi. Welcome to Estée Lauder. This is our menu of
services we offer at Estée Lauder. They’re free—which
would you like to try today?”
B. “Are you interested in trying our newest moisturizer?”
You want to use the Skincare
Concern Booklet and show
an AM and PM skincare
system that’s right for your
customer’s concern. How will
you do this?
A. Point to the testers as you show her the booklet and say,
“This is what you should use morning and night.”
You are about to demonstrate
an AM and PM system on
your customer’s skin. What
will you say?
A. “ Do you want to try these products?”
How will you advise the
customer to buy the products?
A. “ Based on your concern, this is the system I recommend.
Are there any questions I can answer?”
B. Open the Concern Booklet to the pages that show the
recommended AM and PM skincare products, then
place the products on the booklet as you say, “This
is the day and night system that will best address your
skin concerns.”
B. “ While you experience the products let me explain
the system so you’ll understand the benefits you’ll see
at home.”
B. “ You should purchase these items. They work perfectly
for you.”
62
Take
Note!
Discovery Zone
Navigate through the exciting world of Estée Lauder Skincare.
4
Work with your Counter Manager to make sure you see and experience each
sight along the way and make the most of your Estée Lauder skincare journey.
Practice time!
Complete the Skincare
Welcome to
Est{e Lauder
skincare
Consultation Pad and updat
e
Client Registry Card.
her
START
incare
Go to your counter’s Sk
ir
pa
Re
the
l
Unit—fee
What do
n.
ski
r
Serums on you
ately?
edi
imm
you see and feel
Write it here.
1
incare
conduct the Sk
e on
ic
rv
Se
Signature
anager.
M
er
your Count
2
64
TOOL TIME!
EW
Review each N
ncern
o
C
re
ca
Skin
Booklet—then
Now experie
nce the Mo
isturizers.
How do the
Moisturizers
m
ake your
skin look and
feel? Write it he
re.
3
Congratulations!
You’re on your way
to becoming a
Skincare Expert.
65
Take
Note!
skincare
products
at-a-glance
66
67
Eye Creme
Essential for the special needs of the thin, delicate skin around eyes.
These richly hydrating, highly effective and extremely gentle formulas target specific
concerns of the eye area.
HOW TO USE: Gently pat around the eye area after cleansing. Ophthalmologist- and
Dermatologist-tested.
REPAIR
Advanced Night Repair Eye
Synchronized Complex
• All the proven repair of our #1 Serum.
• Address ALL key signs of aging around the eyes—fine lines, wrinkles, dark circles, dryness, puffiness and uneven skintone.
• Delivers ALL the results customers are looking for.
YOUTH-INFUSING HYDRATION
Hydra Complete Multi-Level Moisture Eye Gel Creme
• Completely satisfies the delicate skin around eyes with the feeling of
endless hydration.
• Smooths fine, dry lines.
• Helps reduce visible puffiness and revitalizes entire eye area.
PROTECT/PREVENT/FIRST SIGNS
Idealist
Refinishing Eye Serum
• Multi-benefit serum instantly smooths fine, dry lines and crepiness
around the eyes.
• Helps protect against the look of new lines.
ANTI-WRINKLE
Time Zone
Anti-Line/Wrinkle Eye Creme
• Dramatically reduces the look of lines and wrinkles such as crow’s
feet, undereye lines and crepiness.
• Infuses eye with hydration.
• Gives eye area a smoother, more radiant look.
LIFTING/FIRMING
Ultra Firming Eye Creme
• See more lift, feel firmer around the eye area.
• Features exclusive ExtremeLift3 Complex.
• Gives eyes a visibly smoother, younger, brighter look.
68
Repair Specialists
Sometimes, skin demands extra specialized care.
That’s the time for the Repair Specialists—high-performance, advanced formulas that
target specific skincare concerns, enhance each Beautiful Skin Solutions system and
provide added benefits.
RECOVERY & RENEWAL
Advanced Night Repair Concentrate
Recovery Boosting Treatment
Intensive 21-night renewal treatment boosts skin’s natural ability to repair
the visible effects of accumulated damage on skin that results in the visible
signs of premature aging.
HOW IT WORKS
• Patented* formula includes concentrated
Recovery, Moisture Barrier and
Anti-Irritation technologies.
• Soothes and calms skin, enabling it to
focus all of its energies on rebuilding
and renewing its appearance.
• Formulated with 5 times the concentration
of the patented* recovery complex found
in Advanced Night Repair.
How to Use
Use 2 full droppers of Advanced Night
Repair Concentrate for 21 consecutive nights
every 3-4 months as an intensive ‘booster
treatment’. Follow with moisturizer.
WHEN TO USE
Use as needed for sudden skin traumas
such as dehydration, excessive sun
exposure and cosmetic procedures like
chemical peels and micro-dermabrasion.
* U.S. Patented. International patents pending.
REFINISHING
Idealist
Dual-Action Refinishing Treatment
The ultra-gentle treatment that gives skin the instant skin-renewing benefits
of both Micro-Dermabrasion and a 30% Glycolic Peel—all in one product.
How It Works
• Exclusive MicroSphere Refinishing
System helps shed rough, dry, flaking
cells for a smoother, more refined look.
• Concentrated levels of Salicylic Acid
and Glucosamine work to help normalize
skin’s natural exfoliation process.
• A soothing, thermal action helps open,
detoxify and visibly minimize pores.
How to Use
Apply a thin layer to clean, damp face.
Gently massage skin in circular motions.
Avoid prolonged massaging in one area.
Leave on for 5 minutes. Rinse thoroughly
and pat dry. Use once a week or as needed.
Follow with appropriate repair and moisturizer.
69
Repair Specialist
Anti-Wrinkle
Cleanse/Tone
The first step in any Beautiful Skin Solutions system.
Cleanse skin morning and night before applying Repair and Moisturizer. Choose the formula
based on your customer’s skintype and formula preference. When removing makeup, always
recommend an Estée Lauder makeup remover before cleansing.
ERASE DEEP WRINKLES
SPARKLING CLEAN COLLECTION—OILY SKIN
Perfectionist [CP+] Targeted Deep Wrinkle Filler
Oil-Control Foaming Gel Cleanser
Erase even your deepest wrinkles–instantly. 100% of women tested showed an
instant reduction.* Also helps reduce lipstick feathering for up to 8 hours, as
shown in clinical testing.
Citrusy gel surges into an exhilarating lather that controls oil.
Purifying Mud Foam Cleanser
Deep-cleansing and purifying—helps keep pores clear and controls oil.
HOW IT WORKS
Instantly—helps fill, smooth and reduce the
look of your most visible lines. Including:
Laugh lines. Frown lines. Brow lines. Crow’s
feet. Lip lines.
• Advanced Optical Blend blurs the
appearance of lines.
• New Advanced Volumizing Spheres with
Hyaluronic Acid are released deep within
skin’s surface, helping plump and smooth
the look of deep wrinkles from within.
Over time—deep wrinkles appear pushed
up from within for a younger, smoother, more
lineless look.
• Contain concentrated levels of our exclusive
Wrinkle Lift Restructuring Peptides™, which
are shown to begin amplifying new collagen
production in just 2 hours.**
How to Use
Apply following Perfectionist [CP+]
Serum. Stripe Perfectionist [CP+]
Targeted Deep Wrinkle Filler along
deep lines, wrinkles and around
lips and gently pat with fingertip.
Allow to set briefly then follow with
your moisturizer.
* Moderate to deep crow’s feet, lip lines and frown lines.
**In vitro testing of our Wrinkle Lift Restructuring Peptides™ shows collagen production is amplified beginning in 2 hours.
Mattifying Oil-Control Lotion
Toning lotion refines and purifies as it eliminates shine and
controls oil for hours.
PERFECTLY CLEAN COLLECTION—NORMAL/COMBINATION SKIN
Splash Away Foaming Cleanser
Thoroughly cleans and rebalances skin. Splashes away with
no soapy film.
Light Lotion Cleanser
Silky, non-foaming lotion smooths on for balanced cleansing.
Rinse or tissue off.
Fresh Balancing Lotion
Toning lotion conditions and rebalances skin, leaving it feeling
fresh and smooth.
SOFT CLEAN COLLECTION—DRY SKIN
Moisture Rich Foaming Cleanser
Luxurious creme foam lathers to gently clean, calm and soften skin.
Tender Creme Cleanser
Creamy soufflé cushions skin as it gently cleanses. Tissue off.
Silky Hydrating Lotion
Toning lotion cushions skin and leaves it luxuriously hydrated.
70
71
Vérité
Self-Tan
2
1
1
3
2
3
4
4
Peace for sensitive skin. Fragrance-free.
Vérité helps restore skin’s natural protection system, so it doesn’t seem sensitive after all.
Natural anti-irritant complex helps reduce appearance of redness by up to 80%. Skin’s
elasticity and firmness are noticeably improved, and fewer lines and wrinkles form over time.
Extensively safety-tested on sensitive skin. Free of emulsifiers, alcohol, fragrance, dyes and
colorants, and all common allergens.
A variety of decadent textures, an immediate radiant glow and an exotic scent transport
you to another world.
• Instantly seduces skin with golden radiance.
• Provides a natural-looking sunless tan that starts to develop in one hour.
• Conditions skin, tantalizing the senses with an indulgent texture and an exotic, beachy scent.
For Best Results—Use Vérité exclusively to avoid emulsifiers and other irritating
ingredients that can undermine or even reverse the benefits.
1
1
cleanse verité Lightlotion cleanser
2
Bronze Goddess Golden Perfection Self-Tanning Milk for Body
Light, milky formula comfortably and thoroughly cleanses skin. Gently sweeps away makeup
and impurities; won’t strip away vital lipids, dry skin or cause irritation.
HOW TO USE Apply to face every AM and PM. Follow with Calming Fluid.
3
Bronze Goddess Golden Perfection tinted Self-Tanning Gelée for Body
2
3
4
72
Perfect the look of skin with a sultry, sunless tan that looks more
natural than ever!
Repair verité calming fluid
The star of the Vérité system, this remarkable, restorative fluid helps sensitive skin feel totally
at peace. Features exclusive TriLipid Complex to help repair skin’s moisture barrier. Also improves
skin’s elasticity and firmness and helps repair the look of fine lines and wrinkles.
HOW TO USE Apply to face every AM and PM after cleansing. Follow with Moisture Relief Creme.
moisturize verité moisture relief creme
Intensely moisturizing creme helps revive skin’s smoothness and suppleness. Special anti-irritants
help reduce the look of visible redness associated with sensitive skin.
HOW TO USE Apply to face every AM and PM after using Cleanser and Calming Fluid.
eye care verité special eye care
Ultra-gentle gel-creme formula contains soothing Oat Extract, Green Tea and Marine Extracts to
instantly comfort and hydrate the eye area. Includes anti-aging ingredients that visibly reduce lines
and wrinkles now and into the future. Smooths visible puffiness and dark circles look less obvious.
HOW TO USE Gently pat around entire eye area after cleansing every AM and PM.
Bronze Goddess Golden Perfection Self-Tanning lotion for Face
Creamy lotion is a gentle, nurturing formula that goes on smoothly and leaves a radiant glow.
Light, milky lotion glides on easily. Dries quickly and leaves a radiant glow.
Gelée formula goes on silky smooth, with a transfer-resistant, soft shimmer bronze tint.
Suncare
Instantly, Bronze Goddess Sun Indulgence Lotion seduces skin with a golden radiance
while delivering Estée Lauder’s most technologically advanced broad-spectrum UVA/UVB
protection—and our best UVA defense.
4
Bronze Goddess Sun Indulgence Lotion for Face SPF 30
Silky rich sunscreen specially formulated for the face.
• Estée Lauder’s most technologically advanced broad-spectrum UVA/UVB protection.
• Conditions skin.
• Tantalizes the senses with indulgent texture and an exotic, beachy scent.
73
Body Performance
2
1
Based on high-performance technologies and advanced breakthrough
ingredients, these body contouring formulas work together for a firmer,
smoother look.
1
body performance firming body creme
Ultra-luxurious creme works within skin’s surface to counteract lack of resilience
and tone due to loss of collagen and even-tone look of skin.
HOW TO USE
Apply all over body once or twice a day.
2
body performance smoothing manicure/pedicure treatment
Instantly hydrates. Like a ‘paraffin dip’ spa treatment, it eases away dryness
and discomfort.
HOW TO USE
Apply as needed to hands and feet.
74
Take
Note!
Take
Note!
76
MAKEUP
Beautiful skin deserves beautiful makeup.
Estée Lauder is a world leader in highperformance makeup and we believe beautiful
makeup begins with finding the right foundation.
Our best-selling foundations are created from
the same innovative, advanced technologies
found in our skincare.
When it comes to color, Estée Lauder believes makeup
can make every customer look beautiful—and a look can
be transformed in just minutes with minimal products
and minimal effort. Tom Pecheux, Estée Lauder’s Creative
Makeup Director, believes in using color to enhance natural
beauty, not transform it.
to Estée Lauder makeup expertise!
UP CLOSE & PERSONAL
with Tom Pecheux
How does it feel to be working
with Estée Lauder?
MEET
Tom Pecheux
Estée Lauder’s Creative Makeup Director. A favorite of top
photographers, stylists and fashion editors around the world,
Tom brings his visionary style to Estée Lauder. Tom believes
in making a woman look her most beautiful. He uses color
to enhance natural beauty, not transform it.
Working with Estée Lauder feels like a privilege. It’s
fantastic to work with a company completely
dedicated to women, which really helps women
look and feel their best through great skincare and
cosmetics. And that’s what I am doing as a makeup
artist. I’m also working to help women look and feel
their absolute best. It’s a great feeling.
What is your role
with Estée Lauder?
My role is to work with various departments including
Creative, Product Development and Marketing to help
create new cosmetics. I’m working with Estée Lauder
to help create the very latest in beauty products that
are fun, playful, sexy and beautiful.
What is your makeup philosophy?
First, it’s to make the woman look her most beautiful.
And afterwards, if you can bring in an accessory—
a bright color, maybe a bright blush, a bright lipstick
or eyeliner, an interesting eye shadow—that’s the
creative part. But it’s important to make a woman look
her best and feel comfortable before getting creative.
You may think a woman will look amazing in red
lipstick, but if she doesn’t feel at ease with it, she’ll
never wear it and she will just look uncomfortable.
It’s really important for a woman to feel confident
and great wearing makeup.
78
79
What Makes Your
Foundation Service
Signature?
Exclusive Tools
EXPERTISE
TOOLS
PHILOSOPHY
your Expertise
80
Foundation
Fundamentals
As an Estée Lauder Beauty Advisor, customers expect
you to be a Foundation Expert. That means selecting the
perfect shade and formula for every customer and giving
great advice to help her look her very best.
Why is foundation so important?
As every Makeup Artist knows, foundation is the secret to a beautiful look.
And while there are a lucky few with perfect looking skin, most women need
a little help in creating that flawless finish.
That’s where foundation comes in. Foundation enhances the look of skin,
camouflages imperfections and evens out skintone. It helps create the radiant,
flawless look that we all wish we were born with.
• Estée Lauder believes determining undertone and skin
intensity with our exclusive iMatch™ Shade Finder gives the
perfect foundation match for every customer, every time.
Becoming an expert starts with understanding the basics—
what we call the foundation fundamentals.
• iMatch™ Shade Finder
skintone
coverage
• iMatch™ Makeup Finder
• Brushes, Applicators and Mirror
• Know how to use the iMatch™ Shade Finder.
• Know how to select the right shade on skin.
• Know how to apply foundation with the tools.
finish
The natural pigment in your skin. Every customer is
different and so is her skintone—that’s why finding
her perfect match is key.
It’s simply that—how much the foundation ‘covers’ the skin.
Estée Lauder foundation formulas offer coverage ranging
from sheer to full. Plus, Estée Lauder formulas give buildable
coverage—allowing the customer to customize her
foundation look.
The overall look of the foundation on skin. Estée Lauder
foundation offers customers a variety of options—
Natural—looks most like bare skin.
Matte—non-shiny finish often preferred for oily skin.
Semi-Matte—natural finish without shine.
Radiant—gives skin a luminous glow.
81
Estée Lauder’s Exclusive—
iMatch System
iMatch™ Makeup Finder
™
Becoming an expert in foundation is as easy
as 1, 2, 3! Simply determine her Intensity Level
and Undertone, select 3 shades and stripe and
show her the match!
1
Determine Intensity Level and Undertone
The iMatch™ Shade Finder instantly identifies the Intensity Level and
Undertone of your customer’s skin for her perfect shade match.
• Ask your customer what benefits she’s looking for in a foundation.
• Clean your hands and iMatch™ Tool with hygienic spray.
• Cleanse a wide area along customer’s jawline up to her cheek.
• Place iMatch™ Shade Finder horizontally along customer’s jawline. Curve of
the tool should follow curve of the jaw. Determine Intensity Level 1 through 6.
• Then place transparent iMatch™ Shade Finder vertically on customer’s jawline
to select undertone. Gently press tool against jawline.
• The undertone that becomes ’invisible’ is her perfect match.
What is an Intensity Level?
What is an Undertone?
Six color Intensity Levels correspond to
individual skintone—1 is the lightest and
6 is the deepest.
The overall visible tone when skin
is bare.
COOL
Skin has a rosy pink cast.
NEUTRAL
Skin is neutral—neither warm nor cool.
WARM
Skin has a golden or olive cast.
Example:
Example:
Level 2 Intensity
4 Cool
iMatch™
Shade Finder
82
2
Select Shades
Use your iMatch™ Makeup Finder to select 3 shades.
• Select the Estée Lauder makeup formula that meets her needs.
• Based on her Intensity Level and Undertone, locate her possible shade matches.
• Select 2 shades in the matching undertone, plus the Neutral shade(s).
NOTE: If the undertone is Warm or Cool, also stripe Neutral. If the undertone
is Neutral, also stripe Warm.
3
Stripe 3 Shades
Stripe 3 shades to ensure you find
her perfect match.
• Apply generous stripes along jawline
and allow to set.
• Gently blend foundation stripes in
downward direction—the shade that
‘disappears’ is her perfect match.
• Show the customer the shade you
selected in the mirror, make sure
she agrees it’s her perfect match.
Her opinion is the ultimate test.
• Apply foundation with Foundation
Brush, using the ‘Foundation Flower’
Signature Technique, starting from
center of face outward and gently blend.
83
iMatch
Chatroom
™
Rick DiCecca, Estée Lauder’s Global
Makeup Stylist, knows all the secrets to
creating flawless looking skin.
Take note of Rick’s iMatch™ tips and you’ll
be a foundation expert in no time at all!
Recruiting with
A Free Foundation Gift
Women are more loyal to foundation than to any other beauty product. Why?
When a customer finds a formula she loves, she’s loyal for life! That’s why
introducing foundation to every customer is the easiest way to build a loyal clientele.
And introducing foundation is easy to do with a free gift of her perfect match!
What is the gift?
A 10-day supply in her perfect shade and formula to try at home.
1“
2“
3“
4“
Step out in the aisle with your Foundation Recruitment Cards and
a positive attitude.
I have a special gift for you today—it’s a free 10-day supply of
foundation in your perfect shade.
”
Invite your customer back to the counter with confidence—assume she
has already said “Yes” to your offer.
”
Why don’t you come back with me now—it will only take a few minutes.
Give expert advice as you select her foundation. Customers ask more
questions when they know they are with an expert.
For the most even, flawless finish you’ll want to apply your foundation
with the Foundation Brush.
Expert Advice
Introduce skin
care to every
foundation cu
stomer and sh
are this
great advice: yo
u can enhance
the
look of your fo
undation with
the right
skincare produc
ts based on yo
ur
skincare conc
ern. Try this ph
rase...
“
Beautiful make
up starts
with beautifu
l skin.
84
”
”
Before you apply foundation to her entire face, show her the appropriate
Repair Products and Moisturizer formulas, explaining how beautiful skin
enhances makeup.
5“
Beautiful makeup starts with beautiful skin. Which concern sounds
most like you?
”
Finish the consultation by offering her the Signature Services Menu. Let her
know she just experienced one of the services. Encourage her to try another!
Now that we’ve found your perfect foundation match, I’d love to show
your our exclusive Signature Services Menu. If you have a few more
minutes I’d love for you to take a look and pick one—they’re free!
There is no purchase necessary.
”
85
Double Wear
Double Wear Light
Long-wearing makeup that looks great and wears comfortably
for up to 15 hours. Double Wear Makeup is a customer favorite
and our #1 selling liquid foundation in North America!
All the long-wearing benefits of Estée Lauder’s best-selling foundation,
in a sheer, lightweight formula that stays fresh and vibrant for up to
15 hours! In 6 neutral shades that work for every skintone.
SHOW
SHOW
Apply Double Wear Stay-In-Place Makeup to the back of one hand—then apply appropriate
moisturizer to the other hand. Let the moisturizer absorb completely before applying Double
Wear Stay-In-Place Makeup over the moisturizer. Ask your customer to compare hands and
notice the difference.
Apply Double Wear Light Stay-In-Place Makeup to the back of one hand—then apply
appropriate moisturizer to the other hand. Let the moisturizer absorb completely before
applying Double Wear Light Stay-In-Place Makeup over the moisturizer. Ask your customer
to compare hands and notice the difference.
Stay-in-Place Makeup SPF 10
SHARE
SHARE
CUSTOMER BENEFITS
HOW IT WORKS
Long-wearing with 15-hour staying
power—transfer-resistant, perspiration
and humidity proof.
Exclusive system of breathable polymers
form a transfer-proof film that locks pigments
in place so foundation will not smudge, fade
or rub off on clothes.
Lightweight, comfortable-to-wear formula.
Light skin conditioners helps skin stay soft,
supple and comfortable all day.
Color stays true all day.
Coated pigments prevent moisture and skin’s
natural oil from changing the foundation color.
HOW TO USE
PLUS
• Use the ‘Foundation Flower’ Signature Technique
as a guideline to apply makeup to one side of her
face, starting from the center and working around
the nose, toward the cheek area and down to the
chin. Ask her to compare the sides of her face
and notice the difference.
• Remove with Take It Away Total Makeup Remover.
• 21 Shades
• Medium-to-Full Coverage
• Semi-Matte Finish
• All Skintypes
• SPF 10
• Oil-free
Application Tip: Due to Double Wear’s
transfer-resistant formula, apply to one area
of the face at a time and blend.
SYSTEM
CUSTOMER BENEFITS
HOW IT WORKS
Lightweight and long-wearing with
15-hour staying power. Heat, humidity
and transfer-resistant.
Flexible, breathable polymers blend with
skin to help formula wear comfortably for 15
hours—skin does not feel dry or tight.
Buildable sheer coverage with a natural,
satin finish—in 6 neutral shades to choose
from so every skin can meet its match.
Special microspheres and soft-focus ingredients
scatter and diffuse light to give a sheer look. Skin
looks even-toned and pores appear minimized.
Looks vibrant, fresh and flawless all
day long—no matter how active the
day becomes.
Advanced skin-balancing ingredients help
keep skin hydrated and comfortable all day.
SPF 10 UV protection and anti-oxidants,
including Vitamins A, C and E, help protect
against harmful environmental irritants.
HOW TO USE
PLUS
• Use the ‘Foundation Flower’ Signature
Technique as a guideline to apply makeup to
one side of her face, starting from the center
and working around the nose, toward the cheek
area and down to the chin. Ask her to compare
the sides of her face and notice the difference.
• Remove with Take It Away Total
Makeup Remover.
• 6 Shades
• Sheer-to-Medium Coverage
• Satin Finish
• All Skintypes
• SPF 10
• Oil-free
• Portable
• Photo-friendly
Application Tip: Due to Double Wear’s transferresistant formula, apply to one area of the face at
a time and blend.
TIP!
SYSTEM
You’ll learn more about the Estée Lauder
‘Foundation Flower’ Signature Technique
in the Two Minute Touch-ups section.
86
87
Double Wear
Stay-in-Place Powder Makeup SPF 10
Flawless powder foundation with 8-hour staying power!
Combines all the long-wearing benefits of Double Wear
liquid foundation with the portability and ease of a compact.
Can be applied wet or dry for a flawless finish.
SHOW
Apply Double Wear Stay-In-Place Powder Makeup to the back of one hand—then apply
applying Double Wear Stay-In-Place Powder Makeup over the moisturizer. Ask your customer
to compare hands and notice the difference.
SHARE
CUSTOMER BENEFITS
HOW IT WORKS
Stay-True Color—won’t streak or fade; bring on
the heat and humidity!
Coated pigments prevent moisture and skin’s
natural oil from changing the foundation color.
Portability
Sleek on-the-go compact is convenient and
easy to use—anywhere. Perfect for customers
who prefer a compact or powder foundation.
Long-Wearing Formula with Customized
Coverage—up to 8-hour staying power and can
be applied wet or dry.
Exclusive system of breathable polymers form
a transfer-proof film that locks pigments in place
so foundation will not smudge, fade or rub off
on clothes. When applied wet, provides full
coverage and feels like a creme foundation.
When applied dry, provides medium coverage
and powdery smooth finish.
HOW TO USE
PLUS
• 19 Shades
• Medium Coverage
• Natural, Semi-Matte Finish
• Oil-free Formula—absorbs and controls
without drying
• All Skintypes
• SPF 10
• Photo-friendly
Tip: If sponge is used damp, wash and dry
completely before storing.
SYSTEM
88
Double Wear
Mineral Rich Loose Powder
Makeup SPF 12
The loose powder makeup partner that Double Wear fans
will love! New mineral makeup now lasts for up to 12 hours
and looks fresh and natural even through non-stop activity.
Wear it alone or over foundation.
SHOW
Demonstrate three ways to wear the Loose Powder.
• Apply as a foundation using the exclusive mitt for medium-to-full coverage.
• Apply as a foundation using the Powder Foundation Brush for medium coverage.
• Apply as a finishing powder using the Powder Brush for light coverage.
Ask customer to compare and notice the difference in coverage.
SHARE
CUSTOMER BENEFITS
HOW IT WORKS
Double the wear—Mineral makeup now in a
long-wearing formula with buildable coverage
and ultimate comfort. Up to 12-hour staying power.
WearStretch Technology works like an invisible
elastic mesh that envelops skin while allowing
it to breathe. Formula is non-drying.
Stay-true Color—Won’t fade or change color.
Stays fresh and looks natural despite heat, sweat
and humidity.
Silicone treated pigments ensure makeup
won’t change color.
Ultra-flawless, semi-matte finish; doesn’t settle
into fine lines, disguises unevenness, blemishes,
and imperfections.
Retexturing Effex provide light scattering
mineralized properties and skin smoothing
benefits. Softly crushed minerals provide soft
radiance without the shine or oil.
HOW TO USE
PLUS
As a Stand-alone Foundation—Use the exclusive
mitt for medium-to-full coverage and the Powder
Foundation Brush for medium coverage.
• 6 Shades
• Medium to full coverage
• Natural, semi-matte finish
• Oil-free and oil-controlling
• All skintypes, dermatologist-tested
• Non-acnegenic
• Fragrance-free
• SPF 12/PA++
s a Finishing Powder over Double Wear
A
Liquid Makeup—Use the Powder Roll-on
Signature Technique for light coverage and a
sheer finishing touch.
SYSTEM
89
Radiant Lifting Makeup SPF 15*
Estée Lauder’s flawless makeup with the same lifting technology
as our #1 moisturizer. In a clinical study, 100% of women tested
found they had more moist, more radiant skin!
SHOW
Apply Resilience Lift Extreme Radiant Lifting Makeup to the back of one hand—then
apply appropriate moisturizer to the other hand. Let the moisturizer absorb completely
before applying Resilience Lift Extreme Radiant Lifting Makeup over the moisturizer.
Ask your customer to compare hands and notice the difference.
Ultra Firming Creme Compact
Makeup SPF 15
The powerful skincare benefits of Resilience Lift Extreme
Moisturizer in a Creme Compact Makeup. Get a flawless
lift in a portable compact—perfect for touch-ups.
SHOW
Apply Resilience Lift Extreme Creme Compact Makeup to the back of one hand—then apply
applying Resilience Lift Extreme Creme Compact Makeup over the moisturizer. Ask your
customer to compare the difference.
SHARE
SHARE
HOW IT WORKS
CUSTOMER BENEFITS
All Day Moisture—Time-released formula delivers
a continuous surge of the essential hydration mature
skin needs for all-day comfort. Helps eliminate
mid-day dryness, patchy parched areas and the
look of fine lines.
New time-released Hyaluronic Acid and skin
caring ingredients instantly replenish moisture
loss for mature skin and help keep it refreshed
and dewy-moist all day.
More Lift—Exclusive Extreme Lift Complex
gives skin a more lifted, firmer look as it smooths
the appearance of fine lines and wrinkles.
Extreme Lift3 Complex helps skin boost its
natural production of collagen for long-term
improvement in visible lift.
More Moisture—Delivers a surge of rich,
comforting hydration.
Ultra Radiance—Light-reflecting formula gives
mid-life skin fresh, youthful luminosity.
Liquid Radiance Blend creates optimal luminosity.
Gives dry, mid-life skin a vibrant, youthful glow.
Advanced blend of lipids helps restore skin’s
moisture barrier so skin is better able to retain
moisture, fight moisture loss and feel comfortable.
Incredible Lift—Gives skin a firmer, more ageless
Powered by our exclusive ExtremeLift3 Complex
to help skin boost its natural production of collagen.
More Radiance—Immediately skin looks
luminous and for a flawless look.
Blend of super-energized ingredients,
including specially-treated pigments and optics
that reflect light, work to give skin a smooth
appearance and youthful-looking glow.
CUSTOMER BENEFITS
look as it smooths the appearance of lines and wrinkles.
HOW TO USE
chin. Ask her to compare the sides of her face and
notice the difference.
PLUS
• 15 Shades
• Exceptional spreadability
• Radiant Finish
• Normal/Combination to Dry Skintypes
• SPF 15
• Photo-friendly
HOW IT WORKS
3
Portability—On-the-go compact is convenient
and easy to use.
HOW TO USE
PLUS
Application Tip: For buildable coverage, start with
a small amount and build to desired coverage.
Use the ‘Foundation Flower’ Signature Technique
* Canada only: Resilience Lift Extreme Liquid Makeup SPF 15.
Application Tip: For buildable coverage, start with
a small amount and build to desired coverage.
• 16 Shades
• Silky, Lightweight Feel
• Luminous Finish
• Normal/Combination to Dry Skintypes
• SPF 15
• Photo-friendly
SYSTEM
90
SYSTEM
91
Nutritious
Vita-Mineral Makeup SPF 10*
Vita-Mineral Loose Powder Makeup SPF 15
Estée Lauder’s first mineral makeup. Infused with the power of
pomegranate and a nutrient rich blend of vitamins and minerals—
skin looks good and feels good with a healthy-looking radiance.
SHOW
Demonstrate by applying Nutritious Makeup to the back on one hand. Apply appropriate
moisturizer to the other hand and let it absorb completely before applying Nutritious
Makeup. Ask your customer to compare hands and notice the difference in the naturally
radiant look of her skin.
SHARE
CUSTOMER BENEFITS
HOW IT WORKS
Healthy, natural radiance with invisiblelooking coverage.
Features 3 skin-perfecting technologies—
• Correcting diffusers with a soft-focus effect instantly
blur away fine, dry lines and imperfections.
• Sheer pigments even and perfect skintone.
• Illuminating optics add instant luminosity to skin.
Helps protect and maintain skin’s radiantly
healthy look.
Infused with a nutrient-rich blend of ingredients—
• Minerals help protect and fortify the skin to
build up its natural defenses.
• Pomegranate Extract—known as a super-potent
anti-oxidant and energy booster—helps protect
against skin-damaging free radicals.
• Vitamins help soothe and protect skin by
improving its overall condition and maintaining
its radiantly healthy look.
Gentle enough for even sensitive skin.
Good-for-you formula feels good and looks
good on every skintype.
HOW TO USE
Loose Powder Makeup
1 Tap powder into lid.
2Dip each side of brush into powder. Tap off
excess.
3Using even strokes, lightly brush over face
moving in a downward direction.
4After each use, cover sifter with white sponge.
Place flat brush over it. Twist cap closed.
liquid Makeup
Use the ‘Foundation Flower’ Signature Technique.
Tip: Always start with clean, dry skin. Allow
moisturizer to dry first.
* In Canada formula does not contain SPF.
92
PLUS
• Exclusive tapered brush specifically designed for
buildable coverage and easy application
• 6 Neutral Shades work for every skintone—
one for each iMatch™ Intensity Level
• Sheer-to-Medium coverage
• Oil-free, Oil-controlling, Oil-absorbing
• All Skintypes
• Non-acnegenic, Fragrance-free, Photo-friendly
SYSTEM
Take
Note!
Test Your Knowledge
our Foundation
Y
Signature Service
Checklist
FOUNDATION & iMATCH™
Stop here to check your Foundation and iMatch™
knowledge. Your Counter Manager has the answers—
be sure to review your responses with her.
Greet the customer with a warm welcome, introduce yourself
and ask her name.
“
Welcome to Estée Lauder.
”
Ask questions and use the iMatch Shade Finder to determine
her perfect shade.
™
it comes to foundation, what benefits are you looking for?
“When
In order to find your perfect shade, I will use our iMatch Shade
Finder to determine your Intensity Level and Undertone.
”
™
Conduct the Foundation Signature Service using Show/Share/System.
Refer to the “Estée Lauder Exclusive iMatch™ System” page.
Introduce skincare.
we wait for your foundation to dry, I would love to talk to you
“While
about skincare. Beautiful makeup starts with beautiful skin.
”
Advise to buy.
“
Which products do you love and want to take with you today?
”
a look at our menu of exclusive services. We just completed
“Take
one—which other would you like to take advantage of today? There
is no purchase necessary.
”
I take your name and number so that I can follow-up with you
“May
in a few days to see how you are enjoying your products? Thank you
for shopping with me today and I look forward to seeing you soon.
”
94
1
2
3
4
5
What is the Signature Service in foundation?
Which tools should be used with every foundation Signature Service?
What are two benefits of wearing foundation?
The 3 iMatch™ steps are:
Draw a line to match the foundation term on the left with the definition on the right.
Skintone
Intensity Level
Undertone
Coverage
Finish
A. Corresponds to individual skintones—1 is the lightest
and 6 the deepest.
B.The overall visible undertone when skin is bare.
C. How much foundation covers skin—from sheer to full.
D.The natural pigment in skin.
E.The look of foundation on skin such as Natural,
Matte, Semi-Matte and Radiant.
Bonus Question!
What expert advice can you give to enhance the look of her foundation?
95
What Makes Your
Makeup Service
Signature?
Exclusive Tools
PHILOSOPHY
your Expertise
• Estée Lauder believes every customer can find her best
makeup look based on our exclusive iMatch™ Color System:
it combines her preferred Look and preferred makeup
palette to create the makeup result she wants. Expert Color
ADVICE
Now, every woman can create her
own Look with Your Makeup Signature
Service. Our exclusive iMatch™ Color
Look Book makes it easy for you to
create any Look, plus it shows you how
to use Estée Lauder’s expert iMatch™
tips and Signature Techniques.
These techniques and Looks work on
every age, every skintone, every woman.
YOUR COLORS. YO
UR
YOUR MATCH. LOOK.
EL5368-001 iMatch
BATool (US)book
Cover.indd 1
10/21/09 12:28:03
AM
iMatch™ Color uses a 3-step
customer profiling system—
1
2
3
Your look
Your colors
Your match
1 Select Look
“
EXPERTISE
TOOLS
Ask every customer: How do you want to look today?
• iMatch™ Shade Finders for Eyes and Cheeks/Lips
• iMatch™ Color Look Book
• Understand what makes each Look unique.
• Know how to use the iMatch™ Color Look Book with a customer.
• Know how to select Warm and Cool shades for
Eyes and Cheeks/Lips.
”
Show the customer the 4 Looks in the Look Book: Natural, Classic,
Romantic, Sensuous
2 Explore warm & cool shades
Go to the specific Look section chosen.
• Discuss the 2 face charts—one Warm, one Cool—and explain that each
Look can be created in either shade family.
• Hold the iMatch™ Shade Finder palettes (for eyes, cheeks and lips) against
the skin to show how Warm and Cool shades look on the customer. Ask
which she prefers.
3 choose shades & apply
Follow the step-by-step instructions to create the Look.
96
97
How to Select Shades
Use the iMatch™ Shade Finder to show customers what to expect from Warm and Cool
shades and select the makeup shades that are right for her.
Determine Shades
for Lips & Cheeks
• Have the customer look into a mirror as you use the tool.
• Open the iMatch™ Shade Finder so you can see both Warm
and Cool palettes for Cheeks/Lips.
• Place the Cool palette on one side of the customer’s jawline,
and the Warm palette on the other. The curve of the tool
should follow the curve of the customer’s face.
• Together, determine which color palette she prefers.
TIP! Customer can wear either—it’s her preference!
Determine
Shades for Eyes
•O
pen the iMatch™ Shade Finder so both Warm and Cool Eye
palettes are visible.
• Using the shades shown, ask the customer to select the one
closest to her eye color.
• Explain the color philosophy: Selecting makeup colors within
the same palette as the eye color will naturally and subtly
enhance eyes. Choosing colors from the opposite palette will
emphasize and enhance eyes by providing contrast.
• Ask the customer to look into a mirror as you use the tool. Using
one palette at a time, hold place it above or next to the eye.
• Together, determine which color palette she prefers.
Your Makeup
Signature Service
Checklist
and ask her name.
Ask questions and use the iMatch™ Color Look Book to
determine her perfect Look.
are four different Looks to choose from—how
“There
would you like to look today?
”
Conduct the Makeup Signature Service using Show/Share/System.
Refer to the “Expert Color Advice” page.
Introduce foundation and skincare
“Beautiful makeup starts with beautiful skin.”
Advise to buy.
products do you love and want to take with
“Which
you today?
”
Select Makeup for Application
•A
fter the customer makes her Warm or Cool choice, select colors that match or are similar
to shades on the palette.
•N
ot sure if a shade is Warm or Cool? Swatch it on a tissue and hold it next to each palette.
Does it have more in common with the Cool or Warm shades?
NOTE: The shades shown on the iMatch Shade Finder were chosen to represent all makeup products
(shadows, liners, blushes, lipsticks, glosses, etc.) but are not exact matches.
™
98
“Take
”
“May
”
99
What Makes Two
Minute Touch-ups
Signature?
Exclusive Tools
EXPERTISE
TOOLS
PHILOSOPHY
your Expertise
100
• Estée Lauder believes women can transform their look in
just minutes with minimal products and minimal effort
using Estée Lauder’s exclusive Signature Techniques.
• iMatch™ Color Look Book
• Know how to apply all the Signature Techniques.
• Identify shades for eyes, cheeks and lips that look
good on every woman.
Estée Lauder Two Minute Touch-ups
Signature Techniques
The Two Minute Touch-ups are
Estée Lauder’s most-requested
Signature Service, and an easy
way to update a woman’s look
in just minutes. Each Touch-up
is based on an Estée Lauder
Signature Technique—our easyto-learn, easy-to-apply techniques.
They are each linked to a different
Two Minute Touch-up: Face,
Cheeks, Lips and Eyes.
Estée Lauder makeup experts
Rick DiCecca, Blair Patterson
and Alex Cho, created Signature
Techniques to help build your
expertise and gain confidence
with makeup.
Each Signature Technique...
• Is easy to do.
•Takes as little as
2 minutes.
•Features insider tips
from our 3 Global
Makeup Artists.
With a little expert advice—and a lot
of practice—you will be creating makeup
looks like a pro in no time!
101
Est{e Lauder Signature Techniques
Eyes
Face
Foundation
Flower
Powder
Roll-On
Simple
Smudge
Simple
Smoky
Apply foundation to one section
of the face at a time to give more
control and a more natural coverage.
Set makeup but avoid an obvious,
powdered look by rolling—not
sweeping—the brush over skin.
Eye shadow smudged over eye
liner makes a perfectly defined
line every time.
Quickly and easily build a smokey
look by adding shadow over a
matte, long-wearing, creme base.
STEPS
STEPS
STEPS
1
2
3
102
ivide the face into quadrants: imagine
D
the nose as the center of a flower, and
the rest of the face as petals: forehead,
cheeks, chin.
After prepping skin with the appropriate
skincare system, warm foundation by
placing it on the back of your hand.
For the best results, apply foundation to
face with the Foundation Brush; it gives
precise application, especially around
the nose, jawline and hairline.
• Start by applying foundation where you
see the most redness on the face. For most
women, this is the center of the flower.
• Apply foundation to other petals, one
area at a time. Blend outward in the
direction a petal grows from the center
of the flower. When finished blending
one area, apply to the next.
1
Starting at the outer corner of the eye,
apply eyeliner to the base of the lash
line using short, feathery strokes. Do
not worry about making a perfect line.
2
To create added definition and soften
the line, simply smudge a dark shadow
over the liner. Use either an Eyeliner
Brush or the sponge tip on the
Automatic Pencil for Eyes.
1
STEPS
1
2
3
Dip one side of the Powder Brush into
the powder; tap off excess.
Apply powder to the face by rolling
the powdered half of the brush over
skin in a 180 degree rolling motion
(versus sweeping it across the skin).
Turn the brush over to the ‘empty’ side
and sweep off any excess.
• Repeat the process for a more matte
finish.
2
3
Create a matte, longwearing shadowcreme base on the back of your hand:
•D
raw a generous amount of dark
eyeliner in a circle on the back of your
hand about 1 inch/ 3cm across. (Black,
brown, grey and navy work well.)
• Deposit a small amount of the customer’s
shade of Double Wear Concealer onto
your hand. Use your ring finger to
combine the concealer and liner
together until it is a consistent color.
Using your finger, smudge this shadowcreme base over the entire lid, from
lash to crease. Add more shadow-creme
as needed.
Before the shadow creme dries completely,
apply a layer of medium to dark intensity
eyeshadow over the base for a smoky look.
(For best results do one eye at a time.)
• E xperiment with the look: Create the
base the same way but apply different
types of shadows on top—from deep
to bright, from matte to metallic. This
way, colors really show their intensity
on any skintone.
103
Lashes
Lips
Cheeks
Curve
Control
Fuller
Lips
Perfect
Blush
An easy wand trick that gives
added curl—without a lash curler.
Reversing the usual order of
application and deleting liner
makes lips look fuller, instantly.
Layer two formulas of blush to
create soft, all-day definition.
EL
Bronzing
Lift
A simple ‘E’ shape takes the
mystery out of placement and
gives a natural look every time.
STEPS
1
2
STEPS
STEPS
1
Apply Lash Primer Plus to create an
ideal base that makes any mascara
apply more easily.
2
After Lash Primer Plus, apply mascara.
Gently and repeatedly, tap the mascara
brush at the base of the lashes—then
blend mascara through.
3
Hold wand so it pushes lash tips up.
To ‘lock’ the curl, take time to spell
E-S-T-E-E in your head. Repeat along
lash line.
1
Apply Lip Conditioner to soften and
moisturize lips. Use a Lip Brush or
Concealer Brush to apply.
2
Use a Lip Brush or Concealer Brush to
apply gloss in the center of the lips for a
full effect or apply all over for high shine.
3
Using the Lip Brush or Concealer
Brush, apply Lipstick onto the center
of the lips, over the gloss; blend out.
TIPS: • To demonstrate the effectiveness of
this technique, complete one side of
the lips with no gloss to compare the
two sides when the lipstick is applied.
• For added definition, line with a
pencil if needed.
• At home, customer can apply lipstick
over gloss directly from tube.
You will learn the next 6 Signature Techniques during your First
Stop Seminar. Remember to bring this Guide Book with you so that
your Education Executive can teach you more in-depth information
about these techniques.
3
Start by using the Foundation Brush
to apply creme blush: pat cream blush
from the apple of the cheek along
cheekbone toward the hairline.
Use the Blush Brush to blend a powder
blush over cheekbone in the opposite
direction as the creme blush: from the
middle of the ear to the tip of nose,
gradually fading off color.
Finish by blending visible edges—
the key to a beautiful blush look.
STEPS
Using the Powder Brush, apply bronzer
by creating the ‘Estée Lauder E’ (as it
appears in the EL cartouche) on both
sides of the face:
1
2
3
Start on forehead.
Sweep down and around to the cheek.
Sweep down and around to the chin to create the bottom of the ‘E’ (under
the jawline, which gives the “lift.”)
4
5
Repeat motions on other side.
End with a soft sweep down the nose.
105
Lashes
Eyes
Lips
Defined
Lashes
Brows
Now
Fatigue
Fighter
Pinky
Pivot
Brightening eye lids and lash
lines makes even sparse lashes
their most visible.
The key to perfect brows every
time: combining a few simple
measurements with a helpful
way to draw straight, even lines.
Brighten the under eye area: apply
a hydrating, skin-caring mixture,
then conceal only where needed.
Avoid an uneven lip line
by anchoring your hand
before drawing.
STEPS
STEPS
STEPS
1
2
Apply Ideal Light Concealer along
upper lash line; use a shade lighter than
customer’s skintone. Blend excess up
into lid.
1
Using an Eye Shadow Brush, apply any
metallic or shimmery shadow over the
Ideal Light Concealer, concentrating the
color on lash line.
3
4
If desired: repeat Steps 1 and 2 on lower
lash line.
5
Apply an all-effects mascara for great
separation and no clumping.
Apply Lash Primer Plus to lashes to
create an ideal base that makes any
mascara apply more easily.
2
3
4
MEASURE: Use a brow pencil to
determine where brows should start,
stop and arch.
• Start: Align the pencil from the
nostril to the inner corner of the eye.
• Stop: Pivot the brow-end of the pencil
to the outer corner of the eye—this is
the brow’s stopping point.
• Arch: With customer looking straight
ahead, align the arch directly above
the outer edge of the iris.
• Tip: Mark the shape as you go. Place
a small dot with the brow pencil after
each measurement.
CREATE: Extend the outer end of the
brow. To keep the line straight, lay a
makeup brush or pencil on the skin
so it connects the dot at the arch to
the dot where the brow will end. Then
apply brow color from arch to brow
end, simply sweeping color against
the straight edge.
FILL: Lightly apply brow color to fill
in existing hairs as needed; use short,
feathery strokes with a brow pencil or
complimentary eye shadow.
SOFTEN: Blend thoroughly with tip
of brow pencil applicator.
1
2
STEPS
1
2
3
4
On the back of your hand, mix
Advanced Night Repair Eye
Synchronized Complex with a small
amount of the customer’s shade of
Double Wear Concealer.
3
4
5
Holding the pencil, anchor the knuckle
of your pinky on chin for balance.
Apply liner along the bow of the upper
lip and draw outwards in a gentle arcing
motion starting at the center of the lip.
Arc out by pivoting the hand (as opposed
to moving the pencil.)
Repeat on the other side.
On the lower lip, draw a horizontal line
in the center of the lip.
Keep hand anchored on chin and move
the pencil to extend the line outwards,
following the lip shape.
Use your ring finger to gently apply this
hydrating mixture to entire under-eye
area. Gently pat to blend into skin.
Using Concealer Brush, apply concealer
only (not mixed with eye creme) to the
inner and outer corners of the eye area,
only blending to soften edges.
Add more brightness to the whole eye
area by patting additional concealer:
• Under arch of brow to outer corner
of eye.
• Along top of cheekbone. (Tip: Don’t
apply so high on the cheekbone
that you end up in the area directly
under eye).
107
Signature Techniques
Beauty Advisor
Favorite
Invisible
Foundation
Highlight
and Hydrate
Gives a mistake proof foundation
application with a beautiful finish
and radiance.
Instantly soothes, hydrates
and revives the look of skin.
Mix dropper of Advanced Night
Repair with favorite foundation on
back of hand and blend together.
2
Use Powder Foundation Brush to
apply to face. Note: If you don’t have
Powder Foundation Brush, use your
Foundation Brush instead.
Greet the customer with a warm welcome,
introduce yourself and ask her name.
STEPS
1
wo Minute
T
Touch-ups
Checklist
Ask questions and use the iMatch™ Color Look Book to determine which
Signature Technique she is interested in.
me show you how to touch-up your look in a few minutes.
“Let
What would you like to focus on today?
”
Conduct the Two Minute Touch-ups service using Show/Share/System.
Refer to the “Signature Techniques” page.
Introduce foundation and skincare.
“Beautiful makeup starts with beautiful skin.”
Advise to buy.
“Which products do you love and want to take with you today? ”
STEPS
1
2
3
108
Apply a generous drop of Advanced Night
Repair to a makeup sponge.
Press product into sponge’s surface to
absorb excess, then repeat.
Press sponge on top of cheekbones to
instantly sooth, re-hydrate and revive the
look of skin. Note: Can be applied over
makeup or on bare skin.
“Take
”
“May
”
109
Test Your Knowledge
iMatch™ Color and
Two Minute Touch-ups
Chatroom
Tune in to your Makeup Chatroom on the CD-ROM. Your Virtual Education
Executive will answer the makeup questions most commonly asked by new
Beauty Advisors.
Stop here to check your iMatch™
Color and Two Minute Touch-up
knowledge. Your Counter Manager
has the answers—be sure to review
your responses with her.
1
2
3
4
5
Makeup
“
Once I iMatch™ her, how will I know which
3 shades to stripe?
”
What if my customer says she doesn’t
wear foundation?
Name Estée Lauder’s Signature Services in Makeup.
“
Which tools should be used with every iMatch Color consultation?
™
Name the 4 iMatch™ Color Looks.
In the iMatch™ Color system, use the iMatch™ Shade Finder to help customers
choose between
and
colors.
Name the Signature Techniques.
“
You always want to stripe 3 shades on your customer using
this formula—
• Warm Undertone: Stripe 2 Warm Shades and 1 Neutral Shade.
• Cool Undertone: Stripe 2 Cool Shades and 1 Neutral Shade.
• Neutral Undertone: Stripe 2 Neutral Shades and 1 Warm Shade.
”
• Find out why she doesn’t wear foundation.
• Explain that the right foundation will look like her skin, only better.
• Offer her a free 10-day supply of her perfect match and be
sure to call her to follow up.
What if my customer wants to mix and
match the iMatch™ Color Looks?
”
• There’s no right or wrong with iMatch™ Color Looks.
• The benefit of the iMatch™ Color Look Book is that you and
your customer both understand what she wants. She can
pair the Sensuous Eye with a Classic Lip and you know
exactly what she wants.
“
What if you’ve selected a color palette and
your customer wants shades in the opposite
color palette to enhance her eye color?
”
• Explain that it’s best to keep makeup shades coordinated
in the same palette.
• Another way to enhance eye color is by contrasting with
a lip color in a richer, more intense color.
“
What if your customer is undecided about
which color palette to choose?
110
”
• If your customer is uncertain, she may look to you for guidance.
• Discuss how the two color palettes will have an effect on
her eye color.
111
Makeup
Test Your Signature
Service Expertise
Put your sales and service skills to the test by selecting
the best response to each customer situation.
Each question has a ‘Great’ answer and a ‘Not So Great’ answer. Record your
THE SITUATION
WHAT WILL YOU SAY?
How will you recruit a
new customer to visit the Estée Lauder counter?
A. “ Today at Estée Lauder, we’re offering you the free
gift of your perfect foundation match.”
How will you describe
Estée Lauder’s exclusive
iMatch™ system to your
customer?
A. “ I think I need to use iMatch™ to find your shade.”
How will you introduce
iMatch™ Color?
A. “ Foundation is the perfect starting point for any
new color Look. How do you want to look today?”
B. “Your
foundation looks great. Are you interested
in any other makeup products?”
How will you introduce the
Two Minute Touch-ups?
A. “ While you are here, give me two minutes and I can
touch you up and give you a fresh look. Take a look
at the menu. Where would you like to start today?”
B. “If you have any time today, are you interested in
stopping by for a free gift of foundation?”
B. “I’m going to find your perfect shade of foundation
by using our exclusive iMatch™ system, which helps
ensure we get the perfect shade and undertone.”
B. “ The Two Minute Touch-up will give you a new makeup
look. Do you want to look natural, romantic, or sensuous?”
You’re ready to advise to buy.
What will you say?
112
A. “ Did you want to get anything today?”
B. “Let’s talk about the products we used today to create
your Look. I’ll make a note of the products I used so
that we have a record here for the future.”
Take
Note!
Discovery Zone
PR AC TICE TIME!
Navigate through the exciting world of Estée Lauder Makeup.
Work with your Counter Manager to make sure you see and experience each
sight along the way to make the most of your Estée Lauder makeup journey.
4
Welcome to
Est{e Lauder
Makeup
First demonstrate
foundation on your
Counter Manager
then follow it up with
Makeup Signature
Services on another
Beauty Advisor.
START
Wear,
me
tre
Ex
Resilience Lift
and Nutritious
Vita-Mineral Makeup.
Experience Double
on
How does each foundati
n?
ski
ur
look and feel on yo
Write it here.
1
Find and prac
tice with
your makeup
tools—
• Signature Se
rvices Menu
• iMatch™ Shad
e and Makeup
Finders
• iMatch™ Col
or Look Book
• Recommenda
tion Pad
2
Ask your Counter Mana
ger to
iMatch™ you. What is your pe
rfect
shade and formula? Write
it here.
Ask her to dram your pe
rfe
114
TOOL TIME!
3
Congratulations!
to becoming a
Makeup Expert.
ct match.
115
Take
Note!
Makeup
products
at-a-glance
116
117
Flawless Face—
Foundation
Oil-free
Photo-friendly
COVERAGE
FINISH
SKINTYPES
LONG-WEARING
Double Wear
Stay-in-Place Makeup
SPF 10
Medium-to-Full
Natural,
Semi-Matte
All
LIFTING
Radiant Lifting Makeup
SPF 15
Medium-to-Full
Radiant
Normal/
Combination
and Dry
LONG-WEARING
LIGHTWEIGHT
Double Wear Light
Stay-in-Place Makeup
SPF 10
Sheer-to-Medium
Natural
All
HEALTHY RADIANCE
Nutritious
Vita-Mineral Makeup
SPF 10
Sheer-to-Medium
Natural
All
FIRMING
Futurist
Age-Resisting Makeup
SPF 15
Medium-to-Full
Luminous
Normal/
Combination
and Dry
LIGHT-DIFFUSING
Lucidity
Light-Diffusing Makeup
SPF 8
Medium
BALANCING
Equalizer
Smart Makeup for
Combination Skin
SPF 10
Medium
FOUNDATION
118
Natural
Natural
Normal/
Combination
and Dry
Normal/
Combination
FOUNDATION
COVERAGE
FINISH
SKINTYPES
NUTRITIOUS
Vita-Mineral Loose
Powder Makeup
SPF 15
Sheer-to-Medium
Natural
All
POWDER MAKEUP
Double Wear
Stay-in-Place
Powder Makeup
SPF 10
Medium
Natural,
Semi-Matte
All
POWDER MAKEUP
Double Wear
Mineral Rich
Loose Powder Makeup
SPF 12
Medium-to-Full
Natural,
Semi-Matte
All
ULTRA FIRMING CREME Medium-to-Full
COMPACT MAKEUP
Creme Compact Makeup
SPF 15
Radiant
Normal/
Combination
and Dry
OIL-CONTROL
Double Matte
Oil-Control Makeup
SPF 15
Medium
Matte
Oily
DOUBLE WEAR
Maximum Cover
Camouflage Makeup
For Face and Body
SPF 15
Full
Matte
All
119
Flawless Face—
Flawless Face—
Powder/Concealer
4
1
Cheeks
1
5
3
2
6
4
3
2
1
2
3
4
5
6
Lucidity Translucent Pressed and Loose Powders
Diffuses light to minimize the look of lines and wrinkles.
• Flawless coverage, luminous finish.
• Pressed powder for touch-ups or loose powder for a flawless, professional look.
Light-Diffusing Powder, All Skintypes
1
Double Matte Oil-Control Pressed Powder
Provides long-wearing color, a matte finish and advanced, non-drying oil control.
• Lasting, color-true coverage.
• Matte finish that helps minimize pores.
Oil-Control Powder, Normal/Combination and Oily Skintypes
2
Smoothing Creme Concealer
Skin-caring formula helps minimize the look of fine lines.
• Vitamin E and gentle botanicals help soothe away visible puffiness.
• Line smoothing.
Smoothing Concealer
Est{e Lauder Signature SATIN Creme Blush
Long-wearing, creme-to-powder formula enhances skin’s natural glow with soft shimmer.
• Creamy texture with buildable, stay-true color.
• Creme-to-powder finish.
• Long-wearing with a natural finish that lasts all day long.
• 4 shades.
Creme Blush
3
Double Wear Stay-in-Place Concealer SPF 10
All the long-wearing benefits of the foundation, specifically formulated as concealer.
• Medium coverage hides blemishes, dark circles and more.
• Transfer-resistant formula stays on for up to 15 hours—lasts through humidity and workouts.
Long-wearing Concealer
Sweeps on sheer, natural color to give cheeks a soft, healthy glow.
• Lightweight powder blush.
• Buildable, stay-true color.
• Luminous finish.
• 16 shades.
Powder Blush
Ideal Light Brush-on Illuminator
Erases imperfections and highlights features with the stroke of a brush.
• Brush-on applicator glides on for sheer to medium coverage.
• Light-reflective Photo Optic™ technology diffuses light to brighten shadows and highlight features.
Brush-on Illuminator and Concealer
Est{e Lauder Signature Silky Powder Blush
Bronze Goddess
Sheer pressed bronzing powder—gives skin a sun-kissed glow.
• Unique oil-control complex keeps skin shine-free and comfortable.
• Oil-free powder blends easily for a natural bronze look on face, shoulders and décolletage.
• 3 shades.
Powder Bronzer
4
Est{e Lauder Signature 5-Tone Shimmer Powder
for Eyes, Cheeks, FACE
A versatile, multi-shimmer powder.
• Radiant finish.
• Apply shades separately to enhance specific features.
Shimmer Powder
Resilience Lift Extreme Ultra Firming Concealer SPF 15
A luminous concealer with all the powerful Resilience Lift Extreme technology customers love.
• Minimizes lines, brightens dark circles and discolorations and helps protect delicate skin.
• Creamy emollient formula glides onto skin without settling into fine lines/wrinkles.
• Skin appears more lifted, smooth and radiant.
Firming Concealer
120
121
Eyes
2
5
2
3
1
4
3
4
1
1
2
3
4
122
Pure color eyeshadow
A multi-faceted spectrum of modern shades in 4 long-lasting finishes
for maximum impact and high style.
• Provides color and texture that frame eyes with high performance intensity.
•Exceptional color true properties and long-lasting wear with no creasing.
•Four true finishes—matte, satin, shimmer, metallic.
Powder Eyeshadow
Est{e Lauder signature silky eyeshadow duo
1
2
Ultra-soft, silky texture developed specifically for easy blending.
• Color true shades resist creasing or fading for up to 8 hours.
• Silky microfine powder glides on evenly and blends effortlessly.
• Classically paired, wearable color duos available in matte and semi-pearl finishes.
Eyeshadow
Est{e Lauder signature eyeshadow quad
Four incredibly wearable shades in one elegant compact.
• Full color impact formula gives 8 hours of stay-true color.
• Features three textures—matte, semi-pearl, and high pearl—that layer and blend seamlessly.
• Includes highlighter shade, all-over eyelid shade, crease shade and liner shade.
• Also available in smoky eyeshadow quad to create the perfect smoky eye.
Eyeshadow
double wear stay-in-place eyeshadow base
Keep any powder shadow in place, smooth and crease-free for up to 15 hours!
• Color-lock formula prevents creasing and keeps eyeshadow in place for up to 15 hours.
• Smooths surface skin imperfections, minimizes darkness on eyelids.
• Prevents powder shadow from streaking or fading.
Eyeshadow Base
3
4
5
double wear stay-in-place shadowcreme
This soft, luxurious creamy formula provides long-lasting color, all day long.
• 15-hours of staying power—without creasing or fading away.
• Creamy, lightweight formula glides on easily for buildable coverage.
• Fresh colors in a range of shades from matte to semi-pearl.
Creamy Eyeshadow
double wear stay-in-place eye pencil
Dual-ended eye pencil lines and defines with precision, wears for 12 hours and sets in seconds!
• 12 hours of staying power—without smudging or fading away.
• Exceptionally creamy texture glides on with ease—no skipping or tugging!
• Luxuriously rich color intensity provides full coverage.
Note: Be sure to smudge the line immediately as the formula sets in seconds.
Eye Pencil
double wear zero-smudge liquid eyeliner
A remarkable smudgeproof, water-resistant liquid eyeliner with 15 hours of staying power.
• 15 hours of wear—without fading or smudging.
• Intense color impact and shine.
• Superfine felt tip gives a perfect line every time. Glides on smoothly and effortlessly.
Zero-Smudge Liquid Liner
DOUBLE WEAR STAY-IN-PLACE gel eyeliner
A gel eyeliner that offers the precision of a liquid liner with a soft satin finish.
• Long-wearing
• Waterproof
• Smudge while wet for a smoky dramatic effect
Gel Eyeliner
artist’s eye pencil
Line and define eyes with a creative touch.
• Ultra-creamy, long-wearing formula in richly pigmented colors.
• Pencil on one end, smudger on the other—for a professional look.
Eye Pencil
123
Eyes
2
1
Mascara
3
4
4
1
1
2
3
4
124
Automatic Eye Pencil Duo/Refillable
Double-ended eye pencil with twist-up color on one side, smudging tool on the other.
• Water-resistant, long-wearing color.
• Soft crayon formula gives a natural look.
• Twist-up color never needs sharpening.
• Refills sold separately.
Eye Pencil Duo
2
1
Brow Perfecting Duo
The essential kit for grooming brows.
• Natural tinted, unshaded wax styles and sets brow shape and adds a soft shine that enriches
natural brow color.
• Powder contours and shapes brows from natural to dramatic.
Brow Kit
2
Brow Setting Gel
Lightweight, non-sticky colored gel shapes and sets brows in place.
• Instantly shapes and leaves brow hairs flexible and in place while enriching natural brow color.
• Gel texture ensures long hold and wear.
Brow Gel
3
Automatic Brow Pencil Duo/Refillable
Double-ended brow pencil with twist-up color on one side, styling and blending brush
on the other.
• Water-resistant, long-wearing color.
• Soft crayon formula gives a natural look.
• Twist-up color never needs sharpening.
Brow Pencil Duo
4
3
TurboLash All Effects Motion Mascara™
• All-in-one mascara—all effects, all at once, automatically: Volume, Length, Curl and Separation.
• LashSonic Brush™ rapidly moves through lashes, continuously separating and saturating lashes
with color. Vibration motion prevents clumping and allows multiple applications.
• The vibration allows you to refresh your look throughout the day and build volume without clumping.
Power-Styled Effects
Sumptuous Extreme Lash multiplying Volume Mascara
• Instant, outrageous volume—without clumping.
• Magnify and multiply the look of lashes. Fills in even the sparsest lashes for a full fan effect.
• Blacker than Black impact. Lustrous color leaves eyes brighter, wider. Formula conditions and cares.
Outrageous Volume
Sumptuous Bold Volume™ Lifting Mascara
• Weightless, voluminous volume. Fiber-rich Bold Volume™ formula creates big volume even
for small, sparse lashes.
• Air-light lift and curl.
• Thickens and combs each lash to define and separate, without clumping.
Full Volume + Curve
Sumptuous Waterproof Bold Volume™ Lifting Mascara
• Maximum waterproofing against all wet conditions: saltwater, chlorine water, sweat, humidity,
rain water and tears.
• Weightless, voluminous volume. Fiber-rich Bold Volume™ formula creates big volume even
for small, sparse lashes.
• Air-light lift and curl.
• Thickens and combs each lash to define and separate, without clumping.
Full Volume Waterproof
125
Mascara
2 3
Lipsticks
2
4
5
3
6
1
4
7
5
1
1
2
3
4
5
126
MagnaScopic Maximum Volume Mascara
• Maximum Volume—Expandex™ Formula instantly magnifies lashes up to 300% for a thick,
full lash look.
• Supercharged color looks rich, glossy and vibrant.
• Moisturizing complex forms a protective barrier to help prevent breakage.
Instant Thickening
Projectionist High Definition Volume Mascara
• Projects thicker, longer, more defined and lustrous lashes.
• Draws out tiny lashes with precision and separation control.
• ProDefinition Brush™ uniquely turns bristles to ensure that an even amount of mascara
is applied to each lash to prevent clumping and spiking.
Dramatic Definition
1
2
3
4
More Than Mascara Moisture-Binding Formula
• Intense definition for expressive eyes.
• Plumps lashes to define and separate.
• Double conditioning—2 moisturizers work from the inside out.
Definition + Conditioning
Double Wear Zero-Smudge Lengthening Mascara
• Lasts 15 hours—without smudging, flaking or wearing away. Comes off only when you
want it to—warm water and cleanser unlock the formula and remove every last trace.
• Extraordinary length.
• Glossy, intensified color.
Lash-Lifting Length
5
6
Lash Primer Plus
The first step to every great mascara look.
• Gives the look of lusher, fuller lashes.
• Strengthens, moisturizes and conditions lashes and reduces breakage.
• May be worn under any mascara formula.
Lash Building Conditioning
7
Est{e Lauder Signature Hydra Lustre Lipstick
• Stay-true intense color wears for hours.
• Creamy formula with comfortable wear.
• Medium/buildable coverage with unsurpassed shine.
Moisturizing, Comfortable Lipstick
Pure Color Long-Lasting Lipstick
• Color true impact, dimension and buildable color. Wrap lips in stay true, magnified color
with long-lasting wear and lustrous shine.
• Luxuriously emollient formula with Vitamins C and E.
•Medium to full coverage.
Long-Lasting Lipstick
Pure Color Crystal Lipstick
• Long-wearing color.
• Sheer coverage with high shine, crystalline finish.
Sheer, High-Shine Lipstick
Pure Color Gloss stick
• Instantly drenches lips with color, hydration and medium shine.
• Lips appear fuller and more voluptuous.
• Improves lip condition, creating a moist-plump fullness after 4 weeks of continuous use.
• Sheer coverage.
Moisturizing Gloss Lipstick
Double wear Stay-in-place Lipstick
• 12-hour staying power.
• Rich, stay-in-place color is creamy and smooth.
• Satin shine.
Stay-in-Place Lipstick
all-day Lipstick
• Creamy, classic, long-wearing lip color.
• Medium coverage with satin finish.
Classic and long-wearing Lipstick
Lip conditioner spf 15
• Includes SPF 15 sunscreen plus Vitamins C and E to hydrate and soothe lips.
• Wear under lipstick as a moisturizing base coat, or wear it overnight as an intensive moisture treatment.
Lip Conditioner
Lip Gloss & Liners
Est{e Lauder
Professional Makeup Brushes
2
5
1
3
10
15
1
5
25
30
35
20
3
4
1
2
3
4
5
128
Double Wear Stay-in-Place Lip Duo
• Two-in-one lip color and lip gloss topcoat.
• Transfer and fade resistant color—wears up to 8 hours.
• Sheer to medium coverage with clear or shimmer high shine finish.
Long-wearing Lip Color
BRUSH DESCRIPTION
Powder
Foundation
Brush 3
Used with a powder foundation provides heavier coverage
and a more polished look than the Powder Brush. Perfect
for Nutritious Loose Powder or Double Wear Powder. This
brush acts like a kabuki brush but with a longer handle for
ease of application.
Foundation
Flower
Powder
Brush 10
Used with loose, pressed, shimmer and bronzer powders.
The shape is designed to perfectly sweep over contours
and angles of the face, providing a soft application.
Powder Roll-On
Blush
Brush 15
Used to apply precise color to cheeks. The shape is designed to
deposit color precisely, yet evenly, on smaller areas of the face.
Perfect Blush
Foundation
Brush 1
This sleek brush works perfectly with the contours of the face
and jawline. The tapered edge blends foundation smoothly and
flawlessly. For use with liquid or cream-based face products.
Foundation
Flower
Concealer
Brush 5
Small, tapered edge places concealer or cream eyeshadows
precisely—perfect for smaller areas of the face.
Fuller Lips
Blending
Shadow
Brush 25
Used with powder eyeshadow for blending and softening the eye
look to achieve a polished and professional application on eyes.
Simple Smoky
Contour
Shadow
Brush 30
Used with powder eyeshadow for all over base application
and definition on outer eyelids and crease. The tapered,
angled brush perfectly contours lids, lashline and crease.
Simple Smoky
Lip Brush 35
Used with lipstick or lip gloss for smooth and precise
application on lips.
Fuller Lips
Eyeliner/Brow
Brush 20
Used with brow powder or eyeliner cream, gel or powder
based products. Perfect balance of hard and soft hair provides
precise application for both eye lining and brow shaping.
This precision-angled brush makes lining easy and exact.
Simple Smudge
Pure Color Gloss
•Brilliant color true properties and long-lasting shine.
• Improves lip condition. Replenishes lips with lasting moisture.
With continued use, lips will look smoother and more supple.
•Three distinct finishes—shine, shimmer, sparkle.
Pure Lip Gloss
high gloss
• Creamy, lip-conditioning formula never feels sticky.
• Medium coverage with high shine finish.
Tube Lip Gloss
Double Wear Stay-in-Place Lip Pencil
12 hours of rich color
• Dual-ended
• No bleeding or feathering
• Extends the wear of any lipstick
Stay-in-Place Lip Pencil
automatic lip pencil duo/refillable
• Versatile, double-ended pencil with twist-up color on one side, lip brush on the other.
• Color tip is always perfectly shaped—never needs sharpening.
Lip Pencil Duo
SIGNATURE
TECHNIQUE
BRUSH
129
Take
Note!
Essentials
2
1
3
1
2
3
130
Gentle Eye makeup remover
This gentle, lightweight formula works quickly and gently to thoroughly remove eye makeup.
• Sweeps away eye makeup without leaving residue—reapply makeup immediately.
• Oil-free formula
• Suitable for contact lens wearers and all skintypes.
Eye Makeup Remover
take it away total makeup remover
Quickly dissolves every trace of makeup—even long-wearing and waterproof formulas.
• Water-based creme-gel refreshes skin with a crisp herbal citrus scent.
• Rinses away leaving skin soft and smooth.
• Suitable for contact lens wearers and all skintypes.
Makeup Remover
take it away longwear makeup remover towelettes
All the benefits of Take It Away Total Makeup Remover—in a convenient towelette.
• Portable, premoistened towelettes quickly remove makeup and freshen skin.
• Leaves skin soft and supple.
• For all skintypes.
Makeup Remover Towelettes
Take
Note!
132
Fragrance
Mrs. Estée Lauder understood
the power of fragrance...
... creating fragrance history in 1953 with the introduction of her first
fragrance, Youth-Dew. Originally created as a luxurious bath oil
that doubled as a perfume, Youth-Dew was a sensual new form of
fragrance designed to be worn every day. This concept revolutionized
the beauty industry—and Youth-Dew became an overnight sensation
as women embraced the concept of purchasing fragrance and
wearing it every day. Youth-Dew is still considered one of the sexiest
fragrances ever created.
Today, Estée Lauder has over 25 unique fragrances for women and 3 for
men, including some of the best-selling women’s fragrances—Beautiful,
Estée Lauder Sensuous and Estée Lauder pleasures.
an Estée Lauder Fragrance Expert, you’ll help customers
As
discover the world of Estée Lauder fragrances and build a wardrobe
of fragrances to wear and enjoy every day. Wear each fragrance in the
Estée Lauder family with love and pride—and your customers will too!
to Estée Lauder fragrance expertise!
What Makes Your
Fragrance Service
Signature?
Fragrance Guide
Fragrance Guide
Use the fragrance categories to quickly find
your customer’s favorite fragrance.
Fragrance Category
Descriptions
EXPERTISE
TOOLS
PHILOSOPHY
We created fragrance categories based on the
latest fragrance trends and consumer preferences.
Review the category descriptions shown.
134
Use this information to build your expertise
when describing an Estée Lauder fragrance.
• Estée Lauder believes women can find the perfect
fragrances that will match their moods, lifestyle and
activities using Estée Lauder’s exclusive Fragrance Guide.
• Estée Lauder Fragrance Guide
• Blotter Cards
• An understanding of the Estée Lauder Fragrance Guide and
different fragrance categories.
FRESH FLORAL
Sheer, petally floral fragrances
shimmer with airy freshness.
LUSH FLORAL
Velvety floral fragrances with
voluptuous, radiant notes that
impart lingering femininity.
FRUITY
Sparkling fruity elements blend
with tantalizing florals for a
lusciously fresh effect.
CITRUS
Sparkling, vibrant fragrances
blend citrus freshness with
light floralcy.
WARM
Richly warm fragrances create the
allure of seduction and mystery.
• Be able to describe each fragrance using the Fragrance Guide.
• Conduct effective demonstration techniques.
WOODS
Softly sensuous, feminine
fragrances with rich, sleekly
modern wood notes.
TIPS!
• F ragrances in each
category are grouped
from right to left, lightest
to fullest. This means
a customer looking for
the lightest fragrance in
the lush floral category
should start with the
fragrance on the left.
• Related fragrance
categories are color
coded similarly. For
example, the two
floral categories are
both coded pink.
135
How to
Select Fragrance
Test Your Knowledge
SELECTING FRAGRANCE
Helping your customer select an Estée Lauder Fragrance
is like guiding her on a sensory journey. Each fragrance
takes her to a different and exciting destination.
Use these tips to help your customer select fragrance.
Use the Fragrance Guide to determine her preferred fragrance type.
“
”
What types of fragrances do you enjoy wearing?
Select 3 fragrances from the Fragrance Guide to demonstrate—2 from the
fragrance type she prefers and 1 from a similar fragrance category.
Why demonstrate 3? It’s proven! When you demonstrate 3 fragrances you’re
70% more likely to find a fragrance the customer wants to purchase.
like to show you two fragrances that I think you’ll like based on what
“I’d
you told me… plus another fragrance that’s slightly different, just for fun.
”
Demonstrate fragrances on blotters.
“Which one of these fragrances do you like best?”
Demonstrate the one she likes best on her skin.
“
”
Applying fragrance gives you the truest impression—may I have your wrist?
se the size options chart
U
in your Fragrance Guide to
show customers how much
they will save buying the
value size.
Demonstrate body lotion
on your customer. Share
with customers that layering
fragrance with body lotion can
help their favorite Estée Lauder
fragrance last all day.
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1
2
3
4
5
Stop here to check your fragrance
What tool will you use with every customer to help
find her favorite Estée Lauder fragrance?
What question will you ask your customer to determine what types of
fragrances she prefers?
What is one fragrance value tip you can share with customers to help their
fragrance last longer?
How many fragrances will you show every customer?
Draw a line to match the fragrances on the left with the Estée Lauder fragrance
category on the right. Hint—use your Fragrance Guide.
FRAGRANCE
CATEGORY
Estée Lauder pleasures
A. Citrus
Pure White Linen Light Breeze
B.Woods
Beautiful
C. Fresh Floral
Youth-Dew
D. Lush Floral
Estée Lauder Sensuous
E. Fruity
Pure White Linen
F. Warm
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Understanding
Fragrance
Women fall in love with a fragrance because they connect
with the scent, the emotion the scent invokes or with the
story and inspiration behind it.
Did You
Know?
Fragrance Notes
The perfumers at Estée Lauder combine a variety
of precious ingredients called fragrance notes
to create a complex scent with a unique character.
And while some fragrances may share ingredients,
no two fragrances are exactly alike. Each fragrance
tells a unique story of the emotion and inspiration
behind it.
What will you experience when you try an
Estée Lauder fragrance? The ingredients unfold to
create a unique fragrance impression known as
the Top, Middle and Base Notes.
18
It can take up to
months
and thousands of ingredients to
create an Estée Lauder Fragrance.
45
bottles of Estée Lauder
Fragrance are sold per minute
worldwide!
Top Notes
Create a first impression—capturing
your attention when you first experience
a fragrance.
Middle Notes
Create the core of the fragrance—giving
it body as it unfolds on the skin after
just a few minutes.
Base Notes
Leave the lasting impression—known as
the ‘dry down’—the essence that remains
after wearing a fragrance for several hours.
138
TRY IT!
ry and
Learn more about the sto
grance
fra
ch
ea
d
hin
inspiration be
nce Guide—
in your counter ’s Fragra
on with
then share the informati
rs!
your custome
139
Fresh Floral
Sheer, petally floral fragrances shimmer with airy freshness.
SHEER, SPIRITED, SHIMMERING
Middle Notes
Black Lilac, White Peony,
Karo-Karounde Blossoms, Baie Rose,
Pink Rose, Jasmine
Base Notes
Sandalwood, Patchouli
Velvety floral fragrances with voluptuous, radiant notes that
VIBRANT, ROMANTIC, PASSIONATE
Created in 1995, Estée Lauder pleasures set the trend for uplifting, airy fragrances,
introducing the Sheer Floral fragrance type. It captures the clarity of flowers just
after a spring rain. Pleasure after pleasure is experienced as it unfolds… surrounding
the woman who wears it with a very modern shimmer. Never sweet, ever fresh,
Estée Lauder pleasures is a sheer fragrance to delight all the senses.
Top Notes
White Lily, Violet Leaves, Green Accents
Lush Floral
Eau de Parfum Spray
• Bath and Shower Gel
• Body Creme
• Body Lotion
• Body Powder
Beautiful Love celebrates the love you share. This is what true love is all about.
Lush white flowers, vibrant, romantic, passionate.
Top Notes
Magnolia, Mango Mist
Eau de Parfum Spray
Middle Notes
Jasmin Absolute, Jasmin Sambac
Base Notes
Heliotrope, Vetiver
VELVETY, VOLUPTUOUS, INTENSELY FEMININE
The lush, voluptuous floral scent of Estée Lauder pleasures intense set a new fragrance trend. It is a modern interpretation of joyous sensuality with its luscious
bouquet of velvety exotic flowers.
LIGHTHEARTED, RADIANT, ROMANTIC
Beautiful Sheer celebrates the possibility of new love. The feminine floral
personality of the original Beautiful, with a lighter and airier blush of romance.
Top Notes
Nashi Pear, Michelia Fogii,
Ginger Lily
Eau de Parfum Spray
Top Notes
Green Lily, Le Charme Peony, Cassis
Eau de Parfum Spray
Middle Notes
Moroccan Rose, Pink Tiger Lily, Jasmine
Base Notes
Maple Wood, Benzoin Crystals, Vanilla
Middle Notes
Linden Blossom, Mimosa,
Pittosporum Leaves
Base Notes
Padouk Wood, Boxwood
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Lush Floral
Velvety floral fragrances with voluptuous, radiant notes that
Fruity
Sparkling fruity elements blend with tantalizing florals for
a lusciously fresh effect.
RICH, ROMANTIC, LUXURIOUS
FRESH, LUMINOUS, PURE
Beautiful is a deep, lush, romantic floral that is like a bouquet of 2,000 fresh
flowers. Mrs. Estée Lauder created the fragrance with the desire to make every
woman feel she was the loveliest woman in any room.
The refreshing floral qualities that made original White Linen an instant classic
provided the inspiration for Pure White Linen—a sparkling, sunlit fruity floral fragrance. It is just as elegant, but more carefree, with a modern lightness.
Evoking a simple modernity and a casual elegance, Pure White Linen captures
the pure delight of springtime. A fragrance to live in all year long.
Top Notes
Rose, Mandarin, Lily, Tuberose, Marigold
Middle Notes
Orange Flower, Muguet, Jasmine,
Ylang-Ylang
Base Notes
Sandalwood, Vetiver, Amber
Eau de Parfum Spray
Eau de Toilette Spray
• Bath and Shower Gelée
• Perfumed Body Creme
• Perfumed Body Lotion
• Perfumed Body Powder (with Puff)
• Perfumed Body Powder (Shaker)
Top Notes
Italian Mandarin, Cool Fresh Air Accord,
Raspberry, Dewy Greens, White Freesia
Middle Notes
Red Tulip, Rose Absolute,
Wild Honeysuckle, Gardenia Petals
Eau de Parfum Spray
• Body Lotion
Base Notes
White Cedarwood, Patchouli,
White Heliotrope
DELECTABLE, TANTALIZING, SEDUCTIVE
“
How will you describe these
fragrances to your customer?
”
Estée Lauder pleasures exotic captures the exotic beauty and vitality of a tropical
getaway. This luscious infusion of fruity florals smells delectable, tantalizing and
seductive—a tropical delight.
Top Notes
Mango Passion Fruit Cocktail, Dewy Green
Leaves, Pink Grapefruit, Orange, Lemongrass
Eau de Parfum Spray
Middle Notes
Hibiscus Flower, Island Bamboo Flowers,
Bougainvillea Vine, Orange Blossom,
Lychee, Cassis
Base Notes
Sandalwood, Amber, Violet Woods
142
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Fruity
Sparkling fruity elements blend with tantalizing florals for
a lusciously fresh effect.
Sparkling, vibrant fragrances blend citrus freshness with
light floralcy.
SPARKLING, REFRESHING, VIBRANT
LUSCIOUS, VIBRANT, PLAYFUL
New Estée Lauder pleasures bloom. Fresh Violet Flower and vibrant Pink Peony
sparkle in a field of colorful petals and luscious fruits. Playfully feminine with a
modern feel. Estée Lauder pleasures bloom. Enjoy life’s simple pleasures.
Top Notes
Pink Grapefruit, Raspberry, Violet Flower
Citrus
Eau de Parfum Spray
A White Linen with a twist all its own. Refreshing and exhilarating,
Pure White Linen Light Breeze is sparkling with wet citrus, vibrant with
colorful florals and sheer woods that linger in the senses.
Top Notes
Darjeeling Tea Accord, Italian Bergamot,
Orange Zest, White Grapefruit,
Kumquat Blossom
Middle Notes
Rose, Jasmine, Green Lily, Lychee, Pink Peony
Eau de Parfum Spray
• Body Lotion
Middle Notes
Osmanthus, Linden Flowers, Neroli Petals,
Centifolia Rose, Yellow Freesia
Base Notes
Patchouli, Creamy Vanilla, Musk
Base Notes
Cedarwood, Teak Wood, Soft Skin Accord,
Acacia Honey
“
144
”
“
”
145
Warm
Richly warm fragrances create the allure of seduction
and mystery.
SEXY, EXOTIC, OPULENT
LUMINOUS, WARM, SENSUAL
Originally introduced as a Bath Oil in 1953, Youth-Dew was the first American
fragrance to capture the senses of women around the world. Youth-Dew has
been called one of the sexiest fragrances ever created and over 50 years later
continues to entice and attract women with its sensuous, yet timeless appeal.
Launched in 2000, Intuition introduced a new classification, Luminous
Oriental—a modern, sensual interpretation of a classic oriental scent.
Intuition’s luminous scent reflects every woman’s inherent ability to
follow her own Intuition.
Top Notes
Rose, Jonquil, Lavender
Middle Notes
Jasmine, Muguet, Spices
Base Notes
Moss, Vetiver, Patchouli
Eau de Parfum Spray
Top Notes
Bergamot, Mandarin, Orange,
Grapefruit, Fresh Green Garden Notes
• Bath Oil
• Body Satinée
• Perfumed Body Creme
• Dusting Powder Box
• Roll-on Anti-Perspirant Deodorant
Middle Notes
Rose Double Delight, Gardenia Petals,
Freesia, Chinese Rhododendron
Eau de Parfum Spray
Base Notes
Amber, Warm-Skin Accord,
Precious Woods
PLAYFUL, IRRESISTIBLE, DELICIOUS
Estée Lauder pleasures delight is a delicious confection of luscious, delicately sugared fruitiness with creamy, whipped richness. Treat yourself to something
delectable—life is sweet.
Top Notes
Pomegranate, Fresh Greens, Freesia,
Strawberry Meringue
Eau de Parfum Spray
“
”
Middle Notes
White Peony, Lily, Muguet, Heliotrope
Base Notes
Sugared Rose Petals, Caramel,
Marshmallow, Vanilla, Patchouli
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147
Woods
Softly sensuous, feminine fragrances with rich, sleekly
modern wood notes.
Private Collection
Limited Distribution
WARM, FEMININE, LUMINOUS
Estée Lauder Sensuous is a warm, luminous fragrance with a rich core of
Molten Woods and Amber, surrounded by atmospheric florals and warmed
by a hint of Pepper and a touch of Honey.
Private Collection Tuberose Gardenia
Warm
Molten Woods, Amber
Feminine
Jasmine, Ghost Lily, Magnolia, Ylang
Luminous
Black Pepper, Sandalwood, Honey,
Mandarin Orange Pulp
Eau de Parfum Spray
• Satin Body Lotion
• Silk Shower Creme
Timeless, Luxurious, Elegant Originally created by Aerin
Lauder for herself and shared with only her closest friends,
Private Collection Tuberose Gardenia reflects her sense of style,
deep connection with Estée’s legacy and true understanding of
modern luxury and femininity. It is both classic in its composition
while maintaining a thoroughly modern signature.
Private Collection Amber Ylang Ylang
Warm, Luminous, Intimate Aerin Lauder’s second
Like the soft seductive curves of a feminine silhouette, Estée Lauder
Sensuous Noir embodies the warm fluid sensuality of the woman who
wears it. Intensely rich. Mysteriously seductive. A deep heart of Molten
Woods, Crème Noir and Patchouli, surrounded by rich florals including
Spiced Lily and Purple Rose. Estée Lauder Sensuous Noir. The ultimate
in sensuality.
Seductive
Melted Woods Nature Print, Patchouli
Prisma, Spiced Lily, Crème Noir Accord
Mysterious
Benzoin, Amber, Vanilla, Honey
148
Middle Notes
Tuberose Nature Intact,
Orangeflower Nature Intact,
Gardenia, Orangeflower,
Jasmine, White Lily
Base Notes
Carnation, Vanilla Bourbon
FEMININE, SEDUCTIVE, MYSTERIOUS
Feminine
Purple Rose, Rose Essence, Jasmine Queen
of the Night, Black Pepper
Top Notes
Neroli, Lilac, Rosewood
Eau de Parfum Spray
fragrance in her Private Collection, Amber Ylang Ylang evokes
the feeling of a quiet evening spent at home in a warm,
inviting room softly lit by firelight. This indulgent fragrance
combines the richness of iconic Amber and precious Ylang
Ylang with the luxurious depth of Sandalwood and Vanilla.
Top Notes
Ylang Absolute, Italian Bergamot
Geranium Oil
Middle Notes
Bulgarian Rose Absolute, Cinnamon
Ceylon, Incense
Base Notes
Vanilla Bean, Sandalwood, Amber
Private Collection Jasmine White Moss
Fresh, Vibrant, sparkling Private Collection Jasmine White
Moss was started by Aerin Lauder’s grandmother Estée in
the late 80’s. Kept in a vault and only recently rediscovered,
Aerin fell in love with its combination of classic elegance
with an unexpectedly lively, modern spirit and decided to
complete it. The result is an intensely lush green floral
chypre with an opulent white bouquet surrounded by
delicate moss and rich woods.
Top Notes
Mandarin, Black Currant Bud Absolute,
Galbanum and Bergamot Absolutes
Middle Notes
Jasmine Sambac Absolute, Ylang
Ylang and Jasmine India Absolutes,
Violet, Orris, Orange Flower Absolute
Base Notes
Absolutes of Patchouli Heart, Vetiver,
White Moss Mist
149
Test Your Knowledge
Fragrance
Checklist
FRAGRANCE—Best Sellers
1
2
3
4
5
150
Stop here to check your fragrance
Review these Fragrance Service best practices
to ensure that you convey authority, build
trust and maximize the potential of every
fragrance consultation.
How many bottles of Estée Lauder Fragrance are sold
per minute worldwide?
Greet the customer with a warm welcome, introduce yourself and ask her name.
What do you call the ingredients in a fragrance?
Ask questions and use the Fragrance Guide to select the perfect fragrance for her.
What is the name of Mrs. Estée Lauder’s first ground-breaking fragrance?
Demonstrate Fragrance using Show/Share/System.
The unfolding of the ingredients in a fragrance as you experience it creates
,
a unique impression that is described as
and
Introduce fragrance layering with body lotion.
notes.
Draw a line to match the Estée Lauder fragrances on the left with the
description on the right.
Beautiful
A. A
fresh and luminous fragrance that
evokes a simple, modern life and
casual elegance.
Estée Lauder pleasures
B. A
warm and luminous fragrance created
to evoke the warmest, most feminine
side of a woman.
Estée Lauder Sensuous
C. A
spirited, shimmering fragrance that
captures life’s simple pleasures.
Pure White Linen
D. A
rich, romantic fragrance that is like
a bouquet of 2,000 fresh flowers.
Advise to buy.
151
fragrance
FRAGRANCE
Chatroom
Test Your Expertise
Tune in to your Fragrance Chatroom on the CD-ROM. Your
Virtual Education Executive will answer the fragrance questions
most commonly asked by new Beauty Advisors.
if my customer
“What
says she doesn’t wear
fragrance?
”
•Find out why she doesn’t wear fragrance.
•If she doesn’t like a fragrance spray,
show her the many different fragrance
forms available which offer a subtle
hint of fragrance.
“
How do I introduce
fragrance to every customer?
”
•Always wear Estée Lauder fragrances—
it’s the easiest way to introduce them to
your customer.
•Show her Estée Lauder’s newest fragrances.
•Say, “I’d love to get your opinion on our newest fragrance.”
fragrance size
“What
should I show my customer?
”
•Use the size option chart in the
Fragrance Guide to show her the value.
152
THE SITUATION
WHAT WILL YOU SAY?
A. “ It is a guide that allows customers to mix and match
their favorite fragrances.”
B. “It is one of Estée Lauder’s exclusive tools that helps
customers select the perfect fragrance for their mood,
lifestyle or activity.”
A. “ What types of fragrances do you enjoy wearing?”
B. “Do you like floral fragrances?”
A. O
ffer her fragrance testers and say, “Since you like fresh
florals, I think you will like Estée Lauder pleasures.”
B. Use the Fragrance Guide to find the Estée Lauder fragrances
that best match her description, then say, “I’m going to
show you 3 fragrances that I think you would enjoy. Tell
me which fragrance do you prefer?”
A. A
sk to demonstrate the fragrance on her skin by saying,
“Applying fragrance gives you the truest impression—
may I have your wrist?”
B. D
emonstrate the fragrance on your own skin and say,
“Applying fragrance on my skin will give you a sense of
what the fragrance smells like.”
A. “ Would you like to take these products?”
B. “ I’m so glad you love Estée Lauder pleasures. I do too!
Let me show you the sizes available so we can make
a decision that’s best for you.”
153
3
154
155
Take
Note!
156
Welcome to the world of
RE-nUTriv
Estée Lauder’s Luxury Skincare Collection
Mrs. Estée Lauder was a true visionary who
knew women would always desire the most
indulgent and transformative beauty experience.
With this insight, she created Re‑Nutriv, the
world’s first luxury skincare collection. From its
debut in 1956, Re-Nutriv was a true “goldmine
of beauty,” blending nature’s costliest ingredients
with the latest scientific advances.
Building on this unique heritage, Re‑Nutriv
continues to define luxury for women
everywhere. The exceptional formulas
combine rare and precious ingredients from
around the world with advanced science and
state-of-the-art innovations to create results
that are simply breathtaking.
Re-Nutriv brings the utmost luxury to your skin
and your senses, creating a total experience
that exceeds your expectations. The first time,
and every time.
Estée Lauder Re-Nutriv.
CONSTANT INNOVATION.
ENDURING LUXURY.
The success of
Re-Nutriv is based
on three underlying
principles:
The most precious
ingredients
Re-Nutriv ingredients have
been carefully researched for
their unique benefits, then
painstakingly sourced from
the four corners of the globe.
The most advanced science
Global research yields stunning
innovations. The result is a
collection of formulas that offer
tomorrow’s breakthroughs today.
An unsurpassed sensory
experience
Every Re-Nutriv formula is
a masterpiece of luxury. Every
nuance is considered, from
the metallic cool of a jar in
your hand, to the Re-Nutriv
scent, to indulgent textures
that leave skin transformed.
The Re-Nutriv Collections
Re-Nutriv features luxury collections that give your
customer options on how she wants to indulge her skin.
Re-Nutriv
Ultimate Lift Age-Correcting Collection
Re-Nutriv
Intensive Lifting Collection
Re-Nutriv
Revitalizing Comfort Collection
Re-Nutriv
Re-Creation Collection
158
159
Re-Nutriv
Life Re-Newing Molecules
™
Inspired by the cutting edge science of epigenetics, Estée Lauder Research has discovered
that you can change the destiny of your skin. The future of your skin can be re-written.
Our scientists recently discovered that each cell has an internal “power source”
responsible for providing cellular fuel—critical for optimizing skin function, health and
youthfulness. This cellular fuel gives skin the energy it needs to look younger, longer.
Estée Lauder Research further advances its decades of scientific expertise and innovation
with our exclusive Re-Nutriv Life Re-Newing Molecules™.
The 1 complex that is the secret strength behind every Re-Nutriv Ultimate
Lift Age-Correcting formula.
This extraordinary complex combines 2 very exclusive elements—rare
and precious extracts coupled with our most advanced skincare technologies.
It works in 3 ways to dramatically Repair,
skin’s appearance for a revitalized look.
Recharge and Restore
REPAIR skin’s cellular “power source” so it has the energy
it needs to perform optimally.
“Rock of Life” Algae, an ancient form of algae that has survived
and thrived for 3 billion years. Estée Lauder has discovered how
to cultivate it so we can harness its astonishing repair benefits.
RECHARGE
cellular energy and boost skin’s
natural protective ability.
EGT, an amino acid and supercharged anti-oxidant,
recharges skin’s energy and helps build its reserve of
vitality and protection.
RESTORE needed youthful energy to help skin
act younger, longer.
Silketare is a remarkable extract derived from a rare sea plant.
It is part of Estée Lauder’s Sirtuin Technology, helping support
skin cells’ energy to extend its youthful look.
Ultimate Lift
Age-Correcting Collection
The first collection featuring Estée Lauder’s breakthrough Re-Nutriv Life
Re-Newing Molecules™, combines the ultimate in anti-aging repair within
ultra-luxurious, hydrating cremes. These all-powerful “super cremes” lift,
firm and perfect skin’s appearance for a strikingly younger look. A collection
with 38 patents, it’s the ultimate in visible age correction.
SUPERIOR BENEFITS
• Revitalization
• Lift and radiance
• Intense hydration
FEATURED INGREDIENTS
Life Re-Newing Molecules™ work to dramatically
repair, recharge and restore skin’s appearance for
a revitalized look.
Precious Black Tourmaline, along with advanced
lifting technologies, works to help skin stimulate
its natural collagen production.
Micronized South Sea Pearls create instant
luminosity for a more radiant look.
Colloidal Gold calms and soothes skin helping to
create the optimal environment for skin to repair.
YOUR RE-NUTRIV ULTIMATE LIFT AGE-CORRECTING RITUAL
Re-Nutriv
Intensive Hydrating
Creme Cleanser
Re-Nutriv
Ultimate Lifting Creme
Makeup SPF 15
Re-Nutriv
Intensive Softening Lotion
160
Re-Nutriv
Ultimate Lift Age-Correcting Serum
Re-Nutriv
Ultimate Lift
Age-Correcting
Eye Creme
Re-Nutriv
Ultimate Lift Age-Correcting Creme
161
Intensive Lifting Collection
Give your skin a more lifted, less-lined appearance over time.
These remarkable formulas address the visible signs of aging in many
different ways. They lift away the look of the years, endowing your skin
with the power to look less lined, firmer, smoother and younger.
SUPERIOR BENEFITS
• Create a more lifted appearance over time.
• Reduce the appearance of signs of aging.
• Hydrate, protect and smooth skin.
Revitalizing
Comfort Collection
Pamper dry, delicate skin with emollient anti-aging care.
We consider these exquisite formulas to be dry skin’s richest resource. Use
them every day for a look that’s smoother, less lined and radiantly healthy.
Feel the inner comfort. Sense the luxury.
SUPERIOR BENEFITS
• Exceptional moisture and deep conditioning.
• Increased youthful suppleness.
• Anti-oxidant protection plus natural collagen
boosting benefits.
Lady’s Thistle Extract works to keep skin looking
plumper, firmer, more lifted.
Exclusive Anti-Aging Protein Blend in the Serum
help skin increase its own natural collagen and
elastin production over time. Helps to tighten and
tone skin’s appearance.
Exclusive Blend Exotic Emollients—including
Sweet Almond Oil, Apricot Kernel Oil and Cupuaçu
Butter—soften and hydrate skin.
Sea Whip Extract soothes and helps protect against
environmental damage.
Reishi Mushroom helps to soothe skin with its
strong anti-irritant properties.
Wolfberry is rich in vitamins, minerals and
anti-oxidants to help protect skin.
YOUR RE-NUTRIV INTENSIVE LIFTING RITUAL
Re-Nutriv
Intensive Hydrating
Creme Cleanser
Re-Nutriv
Intensive Lifting
Makeup SPF 15
Re-Nutriv
Intensive Lifting Serum
Re-Nutriv
Intensive
Lifting
Eye Creme
Re-Nutriv
162
YOUR RE-NUTRIV REVITALIZING COMFORT RITUAL
Re-Nutriv
Intensive Lifting Creme or Lotion
Re-Nutriv
Intensive Hydrating
Creme Cleanser
Re-Nutriv
Revitalizing Comfort Eye Creme
Re-Nutriv
Intensive Lifting
Makeup SPF 15
Re-Nutriv
Revitalizing
Comfort Creme
Re-Nutriv
163
Re-Creation Collection
Estée Lauder’s most comprehensive 24-hour anti-aging system.
From the sea to the earth, untouched by time, Estée Lauder Research has
discovered a wealth of rare plants and minerals known to create life. From
these rich, pristine sources comes a Collection that can re-create, protect
and maintain a remarkably ageless appearance—alive, refreshed, renewed.
SUPERIOR BENEFITS
• Helps skin maintain collagen and
elastin support.
• See a stunning vitality, a flawless
clarity and a more even tone.
• Reveal a remarkably ageless
appearance—more lineless, hydrated,
refreshed and renewed.
Re-Nutriv
Re-Creation Day Creme SPF 15
and Night Creme
Inspired by nature and powered by cutting-edge
technology, this continuous system is endowed
with tomorrow’s science, 8 patents pending
and a wealth of rare plants and minerals known
to create life, respond to natural stresses and
promote longevity.
DAY CREME SPF 15
By day, this special formula helps shield skin from assaults helping keep it strong, resilient
and protected. An amazing youthful look is achieved with a select blend of ingredients
that helps skin maintain the natural collagen and elastin support that gives it strength
and resilience.
NIGHT CREME
By night, this rich, emollient formula shields skin from accumulated damage to help
repair the appearance of skin while you sleep. Over time, a flawless clarity and more even
tone emerge as age spots seem far less obvious. Come morning, skin looks refreshed, alive,
and remarkably less lined.
164
Re-Nutriv Re-Creation
Eye Balm and Night Serum
EYE BALM
By day, fine dry lines around the eye area
are hydrated away so skin becomes plumped
with moisture, leaving skin feeling softer and
more supple. Camelina Sativa Oil—an exotic
seed extract, blended with other ingredients
to improve elasticity.
NIGHT SERUM
This treatment helps restore silky, smooth, radiant
skin to the eye area as it helps regenerate, and
deeply hydrate eye area skin—leaving it feeling
smooth, utterly pampered and ready to accept
all the remarkable benefits of the eye balm.
Blend of 9 rare and precious lipids including
Amazon Acai Nut Oil helps reduce visible lines
and crepiness.
ADVANCED TECHNOLOGY AND RARE, PRECIOUS INGREDIENTS
Calcium Optimizing Technology—“relocates” and optimizes skin’s own calcium so it
can perform its natural age-fighting tasks with optimum results. Padina, a unique sea plant
that grows its own calcified shell, helps skin resist the visible signs of stress and perform
its natural age-fighting tasks.
Micronized concentrate of 74 vital trace minerals sourced from the remote islands
of Okinawa helps skin resist visible aging. Includes Magnesium, Zinc and Selenium to
give skin a more youthful look and feel.
Hawaiian Deep Sea Water—the Zone of Regeneration—encourages skin’s natural
collagen production to help restore skin’s vitality and a smoother, more supple tone.
165
Re-Nutriv Makeup Collection
Re-Nutriv Specialists
Skincare technology and makeup expertise combine
to leave skin looking absolutely flawless.
Total luxury for face, hands and body. Indulgent formulas
with exceptional benefits.
RADIANCE MAKEUP
Show your Re-Nutriv
customer how to get
the most out of her
Re-Nutriv experience
with the Specialists
right for her.
Re-Nutriv Ultimate Radiance Makeup SPF 15
• Skin feels youthful, smooth, hydrated and supple.
• Inner Radiance Technology creates the illusion of coverage through reflection.
• Precious Rubies, Sapphires, Colloidal Gold and South Sea Pearls create a
micro-fine crystal mesh to infuse jewel-like light and clarity to skin.
Medium, adjustable coverage. Radiant finish. For all skintypes.
2
3
1
4
5
6
LIFTING MAKEUP
Re-Nutriv Ultimate Lifting Creme Makeup SPF 15
• Instantly boosts moisture levels so skin appears smoother and more radiant.
• Visibly tones skin to add more lift and spring.
• Reduces the appearance of lines and wrinkles.
Medium coverage. Radiant finish. For Normal/Combination and Dry skin.
Re-Nutriv Intensive Lifting Makeup SPF 15
1
• Lifting and firming benefits.
• Blends easily to even out skintone.
• Delivers ultra light micro-layers of soft, even, emollient color.
Medium, adjustable coverage. Radiant, natural finish.
KEY INGREDIENTS: Natural plant derivatives Wheat Germ Oil, Barley Extract, Vitamin E
2
intensive hydrating creme cleanser
A luxurious, rich and creamy cleanser that gently removes makeup and impurities, leaving skin
moist and comfortable. Intensive emollients help restore skin’s moisture barrier to retain natural lipids.
Soap-free, alcohol-free.
3
A toning lotion to be used after cleansing that removes surface impurities as it smooths, softens and
refreshes. Helps maintain the optimum oil/moisture balance. Flecked with gold pearl and infused with
elemental gold, this luxuriously silky formula leaves skin with an invisible veil of moisture. Alcohol-free.
LOOSE POWDER
Re-Nutriv Intensive Smoothing Powder
• Blends flawlessly for a seamless finish.
• Softens the look of fine lines and wrinkles
• Helps skin hold on to more moisture.
Medium, adjustable coverage. Radiant finish. For all skintypes.
PRESSED POWDER
Re-Nutriv Intensive Comfort Pressed Powder
• Softens the look of lines and wrinkles.
• Helps skin to retain its natural moisture.
• Blends for a seamless, luminous finish.
Medium, natural coverage. Radiant finish. For all skintypes.
CONCEALER
Re-Nutriv Intensive Concealing Duo
• Full coverage, conditioning concealer featuring two shades.
• Blendable for customized color. Lighter shade camouflages undereye
circles while deeper shade conceals imperfections, blemishes and lines.
• Brush ensures precise application.
Custom, full coverage. Natural, luminous finish. For all skintypes.
166
intensive lifting mask
Gives skin an immediate concentrated moisture boost, for a more lifted and less lined look.
Special nourishing and lifting ingredients help skin look and feel renewed.
Smoothing Hand Creme
4 Intensive
Deeply hydrates as it helps even out skintone. Visibly smooths away crepiness. Hands look younger
and more supple. Skin remains soft and moisturized, even after multiple washings.
KEY INGREDIENTS: Re-Nutriv Anti Spot Technology, Sodium Hyaluronate, Restorative Oil Blend
5
Intensive Lifting Creme for Throat and Décolletage
Smooths roughness and crepiness on this exposed area. Leaves skin looking more lifted, even-toned
and younger looking. Helps effectively reduce the appearance of dark spots.
KEY INGREDIENTS: Muru-Muru Butter, Phyto-White Complex
Smoothing Body Creme
6 Intensive
Rich and deeply hydrating creme smooths away dry flaky skin. Reveals a new, soft, silky texture and helps
restore a younger, firmer, more supple look. Leaves skin moisturized and comfortable throughout the day.
KEY INGREDIENTS: Muru-Muru Butter, Shea Butter Golden Oil Duet (Jojoba and Malaysian Mango),
Heather Extract
167
selling re-nutriv—
The Luxury Option
Today it is important to offer customers options to best meet their
skincare needs as well as their budget. If your counter sells both
Beautiful Skin Solutions as well as Re-Nutriv, you will want to explain
both options and price ranges and help the customer select the
products that best meet her needs.
Q When should I introduce Re-Nutriv?
A
•When a customer selects the Lifting Concern in Beautiful Skin Solutions. Explain
that Estée Lauder offers 2 lifting options—Re-Nutriv or Resilience Lift Extreme.
• When a customer selects the Skincare Service explain that Estée Lauder has 2
skincare options and let her decide which she is interested in seeing.
Q How do I introduce Re-Nutriv to my customers?
A“
Re-Nutriv is our luxury line which will give breathtaking results and uses rare
and precious ingredients coupled with the latest technologies. The moisturizers
begin at $
.
Your other option is Beautiful Skin Solutions which are targeted systems based on
skin concern and include some of our best-selling products. The moisturizers begin
at $
. To put it simply, Beautiful Skin Solutions is like our Designer line.
Re-Nutriv is like our Couture line.
Then ask: “Which are you interested in seeing today?”
”
Who is the
Re-Nutriv Customer?
• She wants the very best.
• She wants the ultimate in performance,
textures and technology.
• She wants to be pampered by
a luxurious experience.
168
Q How do I explain the value of Re-Nutriv?
A
Explain that Re-Nutriv will give her breathtaking results coupled with a
luxury experience.
If she is still concerned with budget, explain that the moisturizer is the best product
to start with—it’s packed with multiple benefits and does so much more than
a traditional moisturizer. She can use it both day and night for best results.
Offer to show her the luxe application tips below that also add value.
I introduce Advanced Night Repair
Q Can
with Re-Nutriv?
A
Yes. Advanced Night Repair is the one revolutionary formula beautiful can’t
live without. It offers ingredients and benefits that are not found in Re-Nutriv.
Chronolux™ Technology synchronizes skin’s natural repair function to maximize
skin’s natural repair. Only Advanced Night Repair contains advanced technologies
to repair visible past damage caused by every major environmental assault.
It is important to share Advanced Night Repair with every Re-Nutriv customer
because it represents Estée Lauder’s skincare philosophy and provides benefits
she does not get in Re-Nutriv products.
Listen to the ‘The Re-Nutriv Experience’
module on your CD-ROM to learn more.
Luxe Tips!
Show her how to get more out of her
Re-Nutriv products:
• Use the cleanser and toner to prep the skin. It will
help the products more quickly absorb into the skin.
• Use the spatula to retrieve the product from the jar.
• Warm product on your finger tips for more spreadability.
• Apply the product to the face with a circular massage,
gently warming in your hand and patting into the skin.
169
The Re-Nutriv Experience—
How to Select
Re-Nutriv
To help your customer select the right Re-Nutriv collection, use your
Re-Nutriv Guide and ask: “How do you want to indulge your skin?”
LIFTING AND AGE-CORRECTING
“
Lifting Age-Correcting to see a
dramatically more lifted, sculpted and firmer look.
”
Re-Nutriv Ultimate Lift Age-Correcting Collection
wants Intensive Lifting benefits that give skin
“aShemore
lifted, less-lined appearance over time.
”
Re-Nutriv Intensive Lifting Collection
COMFORT AND DRYNESS
wants Revitalizing Comfort to pamper dry,
“She
delicate skin with emollient anti-aging care.
”
Re-Nutriv Revitalizing Comfort Collection
• Re-Nutriv testers should be full and impeccable in presentation.
• Re-Nutriv products should always be presented on a tray.
• The Re-Nutriv environment should always be clean and
stocked with hygienic supplies.
The Re-Nutriv presentation
• Body language is essential when handling a luxury item in
the presence of the customer—think about how you would
handle a precious piece of jewelry or art. She will respond
to your demonstrated reverence for the product.
• Hold the tester with care—“cradle” it in your hands.
Make sure tester jars are clean and presentable.
• Communicate product information with confidence
and authority.
• Use Re-Nutriv spatula for demonstrating product.
• Gently massage product into customer’s skin as you
explain the benefits and engage your customer in
conversation. Start with a hand demonstration and
then offer to apply product to her face.
• Hold mirror up for your customer to show her the
immediate benefits of Re-Nutriv products.
Your Exceptional Service
should not stop at the counter!
Call to say “thank you” within 24 hours after she leaves
your store.
She wants to indulge her skin with Estée Lauder’s most
comprehensive 24-hour anti-aging system.
170
The perfect complement to luxurious Re-Nutriv products is the
exceptional service and expertise you provide to create the
ultimate shopping experience for your Re-Nutriv customer.
1 Day—Thank you Call
LIFESTYLE—ALL-IN-ONE
Re-Nutriv Re-Creation Collection
for Your Customer
The Re-Nutriv Environment
She wants Ultimate
“
CREATING THE Re-nutriv EXPERIENCE
”
2 Weeks—Service Call
Call within 2 weeks to follow up on products purchased.
3 Months—Replenishment Call
A friendly reminder to replenish a product or invitation to
return for a Special Event or free Signature Service!
Re-Nutriv
5 Senses Approach
Envelope your customer in a world of
luxury with Re-Nutriv’s sensory experience.
Stimulate each of the 5 senses with a series
of touch-points to create the Ultimate
pampering experience.
1
2
3
4
5
See
• Luxurious product packaging
• Richness and texture of cremes
• Radiance and luminosity of skin
after massage application
Touch
• Massage
Smell
• The scent of the product:
different for each collection
Taste
• Determine by counter
Hear
• Soothing tone of voice
• Product and anti-aging benefits
• Rare and precious ingredients
171
RE-NUTRIV
Demonstration Ritual
Eye Stress
Relief
1
1
2
3
4
5
Indulge your customer with the Re-Nutriv Demonstration
Ritual and an offer of a complimentary pampering massage.
2
3
4
5
172
Massage Techniques
Cleanse hands and create a “hygiene station.” Gently place a folded
tissue on the counter and use it to neatly display your Re-Nutriv
products and tools. Ensure products are always impeccably presented.
Tuck a tissue into the customer’s sleeve to create a protective cuff.
Present the product to the customer with care. Use the special Re-Nutriv
spatula to remove the product. Replace lid before you demonstrate.
Warm product between fingers before applying. Place tissue beneath the
customer’s hand. Use one hand to massage creme into customer’s hand.
Share the product benefits and ask customer to compare the look and
feel of her skin. Then encourage her to notice the indulgent scent.
Finish by offering the customer the choice of a complimentary
pampering massage:
• Relaxing Hand Massage
• Eye Stress Relief Massage
• Ultimate Energy-Lift Massage
6
Once the customer is seated, ask her to close her eyes and take a deep
cleansing breath.
Apply eye creme to ring finger and do a “pressure check” by tapping the creme
on the back of her hand. This will allow the customer to see the motion and feel
the amount of pressure applied during the massage.
Gently tap creme onto the under eye area from the inner to outer eye corner.
Gently tap creme onto the upper eye along the brow bone—the tapping motion
is gentle and should always move in an outward direction toward the temples.
For deep relaxation, follow with a gentle temple massage using your pointer and
middle fingers together. Massage in a circular motion on—
1) Temples
2)Between eyebrows—gently place 2 fingers under the customer’s chin for support
Repeat 3 times.
To finish the massage, place thumbs together between brows and sweep them out
along brow bone to temples, applying light pressure. Then, use the pads of your
fingers and lightly stroke along the under eye area, from side of nose to temples.
173
Massage Techniques
Relaxing
Hand & Arm
1
2
Once the customer is seated do a “pressure check” to ensure she
is comfortable with the amount of pressure you are applying.
Give her the option of closing her eyes during the massage.
Supporting the customer’s hand, place the palm of your hand on
top of the customer’s hand. Glide your hand along the top of the
customer’s arm towards the elbow.
At the elbow, turn your hand underneath the customer’s arm and
glide your hand back to the starting position. Continue this motion
by alternating hands and repeating the technique 3 times.
3
174
4
5
Start from the knuckles and massage down toward the tips of the
fingers. Bend your index finger in an arch around her finger. Twist
around her finger and pull towards you. Repeat the motion until
it has been done to each finger.
Hold the customer’s hand upwards with her palm facing you.
Massage both thumbs in circular movements over the palm.
Repeat 3 times.
Note: If the customer’s shoulders begin to rise during this part
of the massage, gently push them down to make sure she is
completely relaxed.
Hold the customer’s hand from underneath and place the tips of
both thumbs between the knuckles of the little and ring finger.
Massage up towards the wrist in small circular movements. Apply
gentle but firm pressure at the wrist. Repeat the movement.
175
Massage Techniques
Ultimate
Energy-Lift Massage
1
2
3
4
5
176
Invite the customer to sit down. As an Estée Lauder Beauty Advisor you
will give this massage standing behind the customer’s chair. Do a “pressure
check” with the customer to ensure that she is comfortable with the
amount of pressure.
Take a small amount of creme from the jar and place it on the back of
your hand.
Place hands on the customer’s shoulders and invite her to close her eyes
and take a deep cleansing breath. Place both hands on the sides of her
head and gently guide her head backwards so she is gently resting her
head against you. Next, warm the creme between your fingers.
Place creme on the 4 points of the face—forehead, then cheeks, chin, and
lastly, neck. Spread it over the face with light strokes and be sure to apply evenly.
Starting at the chin, stroke upward and outward over the jawline to the
lower ear using small circular motions. Repeat 2 times.
6
7
8
9
10
Starting at the corners of the mouth, stroke upward and outward under
the cheekbone to the middle of the ear using small circular motions.
Repeat 2 times.
Starting at the side of the nose, stroke upward and outward over the
cheekbone toward the temple using small circular motions. Repeat
2 times. Next, massage the neck, one side at a time. Keeping hands open
and flat, use upward strokes starting at the base of the neck following
along the jawline up to the ear. Alternate sides and repeat.
Activate traditional energy points by pressing gently on 3 parts of the
face: outer eye, cheek, chin.
Gently cup your hands along the perimeter of the customer’s face with
minimal pressure to create a diamond shape.
To end the massage, instruct the customer to take a deep cleansing
breath. With both hands on the sides of her head, gently guide the
customer’s head upright and ask her to open her eyes.
177
re-nutriv
Glossary
ULTIMATE LIFT Age-CorrectING COLLECTION
Exclusive
Life Re-Newing
Molecules™
Benefit at-a-glance:
Repair, recharge and
restore skin’s appearance
for a revitalized look
Precious Black
Tourmaline
“Rock of Life” Algae, an ancient form of algae has astonishing
repair benefits. EGT, an amino acid and supercharged antioxidant, recharges skin's energy and helps build its reserve of
vitality and protection. Silketare, a remarkable extract derived
from a rare sea plant, restores skin's own natural ability to
produce energy.
IN: Ultimate Lift Age-Correcting Collection
IN: Ultimate Lift Age-Correcting Collection
Micronized
South Sea Pearls
South Sea Pearls play with light and reflect it away from the skin’s
surface for more even, brighter looking skin. Pearls have been used
since the Tang Dynasty to promote a more youthful appearance.
Colloidal Gold
Helps soothe and calm skin
Lady’s Thistle
Extract
IN: Intensive Lifting Creme and Eye Creme
Photosomes
This light-activated anti-oxidant delivery system releases
protection when exposed to light. Anti-oxidant complex
includes Vitamins A, C and E to help provide immediate protection.
Anti-oxidant protection
Sea Whip Extract
Helps to calm/soothe
IN: Ultimate Lift Age-Correcting Collection, Intensive Smoothing
Hand Creme, Intensive Smoothing Body Creme, Ultimate Radiance
Makeup SPF 15
IN: Intensive Lifting Serum
This extraordinary sea derived extract uses its powerful
anti-irritant properties to soothe and help protect skin from
environmental damage while lipid complex strengthens skin’s
natural moisture barrier, helping prevent future moisture loss.
IN: Intensive Lifting Creme and Eye Creme
REVITALIZING COMFORT COLLECTION
Ginseng
Revitalize
Colloidal gold, along with caffeine and other potent anti-irritants,
calms skin and minimizes the damage that can accelerate the
formation of dark spots and discoloration.
IN: Ultimate Lift Age-Correcting Collection, Intensive Smoothing
Hand Creme, Intensive Smoothing Body Creme
A botanical extract that helps skin boost its natural levels of
collagen and elastin to keep skin plumper, firmer and more lifted.
Helps lift/firm
A charged mineral, along with advanced lifting technologies,
works to help stimulate natural collagen production.
Stimulate natural collagen
Instant, even-toned
radiance
INTENSIVE LIFTING COLLECTION
Ginseng is a tonic herb that helps to improve overall skin health,
energy and vitality. Ginseng is traditionally known for many
other ‘quality of life’ benefits—increasing energy and endurance,
reduce fatigue and effects of stress. Asian Ginseng was discovered
by the Chinese over 5,000 years ago and is called the “Root
of Immortality”.
IN: Revitalizing Comfort Collection
Reishi Mushroom
Revitalize
Reishi Mushroom is rich in minerals to support basic skin
function, anti-oxidants to help protect skin, and Vitamin C
to promote skin’s natural collagen building. It is a known
anti-irritant and was considered in ancient China to be the
most beneficial of all healing herbs.
Wolfberry
Revitalize
Wolfberry is considered to be the most beneficial of all renewing
herbs because of its strong anti-irritant powers. The Chinese
have traditionally attributed many benefits to wolfberry claiming
it replenishes vital essences. It grows in a remote area near Inner
Mongolia and dates back over 2000 years.
178
179
Putting it all together
Test Your
RE-NUTRIV Expertise
The Re-Nutriv
Checklist
and ask her name.
Ask questions to determine which skincare line she would like to
experience and use the Re-Nutriv Guide to identify the Re-Nutriv
collection that best meets her needs.
“
Estée Lauder offers 2 skincare options. Re-Nutriv is our luxury line which
will give breathtaking results and uses rare and precious ingredients
coupled with the latest technologies. The moisturizer begins at $
.
Your other option is Beautiful Skin Solutions which are targeted systems
based on skin concern and include some of our best-selling products.
Which are you interested in seeing today? The moisturizer begins at
$
. To put it simply, Beautiful Skin Solutions is like our Designer line.
Re-Nutriv is like our Couture line. How would you like to indulge your skin?
THE SITUATION
WHAT WILL YOU SAY?
A customer is looking for
skincare. How do you
introduce Re-Nutriv?
A. “ Estée Lauder has a luxury skincare line called Re-Nutriv.
What is your budget and we can start from there.”
B. “ Estée Lauder offers 2 skincare options to fit any budget.
Re-Nutriv is our luxury line which will give breathtaking
results and uses rare and precious ingredients coupled
with the latest technologies. Your other option is Beautiful
Skin Solutions which are targeted systems based on skin
concern and include some of our best-selling products.
To put it simply, Beautiful Skin Solutions is like our Designer
line. Re-Nutriv is like our Couture line. Which are you
interested in seeing today?”
A customer is looking at
Re-Nutriv products. How will
you use your Re-Nutriv Guide
to help her select the products
that best meet her needs?
A. “ How would you like to indulge your skin? This Re-Nutriv
Guide features all of our luxury collections and I can
introduce you to the products that best meet your needs.”
B. “Here is a Re-Nutriv Guide that explains each product.
Read it over and let me know if you have any questions.”
A customer is interested
in trying a Re-Nutriv
product. How do you
demonstrate Re-Nutriv
to your customer?
A. Gently massage the Re-Nutriv product into your
customer’s skin as you explain the benefits and engage
your customer in conversation. Start with a hand
demonstration and then offer to apply product to her
face. Hold a mirror up for your customer to show her
the immediate benefits of Re-Nutriv products.
B. Place the Re-Nutriv product into your customer’s left
hand and ask her to massage it in. Ask the customer to
compare her two hands. Explain to the customer the
immediate benefits of Re-Nutriv products.
”
Demonstrate Re-Nutriv products using the Re-Nutriv Demonstration Ritual.
Refer to the ‘Creating the Re-Nutriv Experience for your Customer’ page.
Introduce foundation as the last step to beautiful skin.
“Beautiful skin deserves beautiful makeup.”
Advise to buy.
“Which products do you love and want to take with you today?”
is our menu of complimentary services. Which would you like
“This
to take advantage of today?
”
180
I take your name and number so that I can call you in a few days
“ May
to see how you are enjoying your products? Thank you for shopping
with me today and I look forward to seeing you soon.
”
181
Discovery Zone
Welcome to the Re-Nutriv Experience
4
Work with your Counter Manager to make sure you see, experience and take
notes along the way to make the most of your Estée Lauder Re-Nutriv journey.
Welcome to
Est{e Lauder
RE-NUTRIV
START
1
Practice time!
Conduct a pampering hand massage
on your Counter Manager. Update
her Client Registr y Card with her Re-Nutriv products.
TOOL TIME!
Read about th
e Re-Nutriv
Collections
in this Welcom
e Abo
Re-Nutriv Guid ard Guide Book and
e. How will you cr
luxurious Re-N
eate a
utriv experienc
e for your cust
omer?
Write them he
re:
lusive
Re-Nutriv is our most exc
l carry
line, so not all stores wil
Ask
all Re-Nutriv Collections.
ich
wh
er
nag
Ma
ter
your Coun
tured
fea
are
s
tion
llec
Re-Nutriv Co
e:
her
m
the
ite
in your store. Wr
3
Experience each
Re-Nutriv Collection.
2
182
How do you want to
indulge
your skin? Write down
the
collection that soun
ds most
like you:
Congratulations!
to becoming a
Re-Nutriv Expert.
183
Take
Note!
184
Top Beauty Advisor
QUESTIONS
If you’re like other new Beauty Advisors, you have questions that
need answers. We’ve put together a list of the most commonly asked
Beauty Advisor questions to help you get off to a great start.
1
2
3
4
5
What if I don’t have a uniform?
First speak to your Counter Manager. If she’s not available, contact your
Account Executive to find out if a uniform has been ordered for you.
Until your uniform arrives, wear appropriate business attire or all black.
Where do I find products and supplies?
Ask your Counter Manager to give you a counter and stockroom tour to show you where to find product testers, tools and hygienic supplies.
How do I find out the suggested retail price of a product?
Ask your Counter Manager for the Estée Lauder Pocket Price List—
it lists prices for all current Estée Lauder products for quick reference.
What if a customer asks a question that I can’t answer?
Ask your colleagues—they’re your most valuable resource and should be able
to answer most questions. This Guide Book features product information for
all best-selling Estée Lauder products. The Estée Lauder website is also a good
resource for information. If there’s a customer question that you cannot answer,
contact Estée Lauder Global Consumer Communications at 1-888-378-3359.
When will I attend my first Education Seminar?
Once you have successfully completed the Welcome Aboard CD-ROM and
Guide Book, you’ll be eligible to attend the Estée Lauder First Stop Seminar.
Your Counter Manager will let you know the date.
Have a specific service question?
Take a look at the Service Savvy section in this Guide Book to find the answer.
Still unsure? Ask your Counter Manager!
Est{e Lauder Signature Style—
Your Look
As an Estée Lauder Beauty Advisor,
you are a beauty and style authority—
and that means looking the part.
Beauty Advisor
Fashion Collection
MODERN
Tunic
POLISHED
Pants
Jacket
Pants
CLASSIC
Dress
SOPHISTICATED
Men’s Shirt & Tie
Did you know that to your customers
you are Estée Lauder? That’s why it’s so
important to find your Estée Lauder
Signature Style.
It starts with a fashion collection that
was designed just for you. Each piece
was Beauty Advisor-tested so you are
guaranteed to not only look fabulous,
but feel fabulous too.
Of course, Estée Lauder makeup and
fragrance are the must-have accessories—
never leave home without them and
you’ll always be in style!
Shop
Online
186
Wish you could purchase some of your favorite uniform
pieces? Now you can! The Estée Lauder Beauty Advisor
Uniform Collection is available to purchase online.
Simply log onto the Estée Lauder Shopping Website at
Enter the same User ID and Password that you use for
the Gratis Website and start shopping!
187
Estée Lauder Signature Style—
It’s in the Details
To customers you’re more than
a beauty and style authority, you
are Estée Lauder. Wear your
uniform with pride and only
choose accessories in signature
Estée Lauder colors.
Beauty Basics
• Wear the latest Estée Lauder makeup shades and your favorite
Estée Lauder fragrance.
• Style your hair so it looks neat and modern. If you pull your hair back, try
a headband in solid black or navy, or a thick elastic band in black or gold.
• Keep nails clean and well-groomed—customers notice! Avoid chipped
polish or decorated nails for a truly elegant look.
• Wash and press your uniform for the most professional look. Dry-clean
occasionally to keep it looking its best.
It’s All in the Details
• Estée Lauder pin(s) should be worn on the left side under your collarbone.
• Long gold or pearl necklaces create a classic look.
• Small-to-medium gold hoops, studs or dangling earrings look best.
• Simple gold bangles and cuff bracelets make a modern statement.
• Watches and rings in simple gold keep the look polished.
• Please—no visible body piercings or tattoos.
Underneath
It All
•C
lassic sheer or opaque hosiery
works with every look. Avoid textured,
patterned or fishnet styles—they
detract from the clean, modern look
of the collection.
•N
ude or black trouser socks are
a good choice with pants.
•D
are to go bare and skip the hose
(if your store permits).
SteppinG Out
•C
hoose shoes in black, navy or taupe—
colors that reflect the Estée Lauder image.
Simple but stylish pumps, slingbacks or ballet
flats complement every uniform.
•S
hort black boots or loafers look smart with
pants. Please—no short boots with the dress.
• To really shine, keep shoes clean, polished
and looking like new.
Great Lengths
• Hem pants to hit the top of your shoes.
• E nsure the best fit. Not sure what size uniform
to wear? When in doubt, order a larger size
and tailor to fit.
Take
Care
The Collection features
easy-care, durable fabrics.
To keep your uniform looking
its best, follow these tips:
•M
achine wash cold with
like colors on gentle cycle.
• Do not bleach. Line dry.
•C
ool iron if needed except
with the tunic.
•D
ry-clean occasionally to help keep your uniform looking like new.
•S
teaming is also highly
recommended.
189
GLOBAL Consumer
Communications
What is global Consumer Communications?
An Estée Lauder Corporate Department that handles consumer
inquiries, compliments and complaints.
• A customer wants to speak to an Estée
Lauder Company Consumer Experience
Representative regarding a product or
service experience.
• An ingredient question which cannot be
answered by referring to the package or
other product literature.
• Any question from a customer that cannot
be answered based on information already
provided to you by the Estée Lauder Companies.
You can call Global Consumer Communications
on a customer’s behalf although it is
recommended that a customer call Global
Consumer Communications directly.
Global Consumer Communications cards are
available for customers in need of the number.
Global Consumer Communications may
send samples to customers depending on
the nature of the request; however, they
may not have promotional samples that
have been depleted at counter.
A Consumer Experience
Representative is available:
9am to 5pm (Eastern Time)
Monday through Friday
Estée Lauder
Global Consumer Communications
767 Fifth Avenue
New York, NY 10153
A WORD ABOUT
Quality
At Estée Lauder, our promise is
to provide customers with the
very best in research, technology
and quality.
about product safety
Product safety, which has always been a top priority at Estée Lauder, is ensured through
state-of-the art testing methods. Every Estée Lauder formula has undergone stringent
testing for ingredient purity, non-irritancy and overall efficacy.
We are proud of the enviable safety record The Estée Lauder Companies, Inc. has sustained
since our company was founded in 1946.
about animal testing
Estée Lauder does not use animals in the testing of products nor do we ask others to
conduct animal testing on our behalf, unless required by law.
• The Gone But Not Forgotten program helps U.S. customers locate products that have been
discontinued within the last three years.
• By calling 800-216-7173, customers can request a search for their favorite product(s).
Searches take, on average, 2 to 4 weeks. If the product is available, a Consumer Care
Representative will contact the customer.
• Customers may purchase a maximum of 6 pieces of each product at the suggested retail
price. Sorry, credit card purchases only (no cash or personal checks accepted).
• To avoid unrealistic expectations, tell customers that the product search line is a last
resort, and there is no guarantee of success.
dermatologist-tested
A product that has been clinically tested with dermatological supervision to determine
that it will not cause irritation.
non-acnegenic
A product that has been tested to show that it does not aggravate or promote an acne
skin condition.
ophthalmologist-tested
A product that has been evaluated by a Board-Certified Ophthalmologist using a panel
of consumers who reached the conclusion that the product is safe for its intended use.
Do not speak to the media. Instead, contact Estée Lauder Global Communications
at 212-572-4454.
191
Service Products—
Service Products—
SKINCARE
MAKEUP
Sometimes your counter will not carry some older products that
still have a loyal customer following. Don’t send the customer away
unhappy. Introduce her to these newer products that provide the
benefits she’s looking for and more.
Before recommending a
new shade, use your iMatch™
tools to ensure your customer
is going home with her
perfect foundation.
PRODUCT REQUEST
RECOMMEND
Age Controlling Creme
Line and Wrinkle Reducing
Moisturizers SPF 15
PRODUCT REQUEST
Diminish Anti-Wrinkle Retinol
Treatment
Estoderme Emulsion
Eyezone Repair Gel
Wrinkle Lifting Serum
Corrector for Lines/Wrinkles/
Age Spots
Country Mist Makeup
Maximum Moisture Creme
Enlighten Makeup
Skin Perfecting Creme
Swiss Performing Extract
192
Radiant Lifting Makeup SPF 15*
Synchronized Complex
Fresh Air Makeup
Fruition Extra
Multi-Action Complex
RECOMMEND
Maximum Moisture Creme
If your counter does not carry certain products, you can
refer your customer to esteelauder.com
Did you know?
Ultra Firming Lotion
How to
4
read a cosmetic label
9
3
We know that reading cosmetic labels can sometimes be confusing. That
is why we have provided you with this Guide to help you understand the
various symbols and statements that may appear on Estée Lauder products.
THESE INCLUDE
1
2
3
4
5
6
7
8
9
10
Product Identity — statement of what the product is.
1
Net Contents — the amount of product in the package.
Product Ingredients — lists all ingredients used in the formula in descending
order of concentration. This is especially important for those people who are
seeking a specific ingredient or want to avoid one.
2
10
6
7
5
8
Directions for Use — informs you of how, when and where to use the product.
Name/Location of Manufacturer or Distributor — informs you who made the
product and where the manufacturer or distributor is located. The London address
and Post Code is underlined to indicate where the product dossiers are located.
Country of Origin — the country that manufactures or produces the product.
“Open Can” Symbol — tells you the recommended number of months within
which the product should be used after you have first opened and used it,
provided the product has been stored under normal conditions and not exposed
to extreme temperatures. For example, (24M) means that you should replace this
product within 24 months after first opening. The “Period After Opening” number
will vary based upon the type of cosmetic product.
Take
Note!
“Arrow” Symbol — denotes that our Company is a member of European
Associations for the proper disposal and recycling of all packing components.
Warning/Cautions — informs you what to do and not to do with the product.
“Hand” and “Book” Symbols — tells you to look elsewhere in the packaging for additional information, for example in a leaflet, card or tag.
195
A GUIDE TO
Product Hygiene
Using proper hygienic procedures and keeping the counter and tester units
clean are a critical part of any product demonstration. Follow the guidelines
below to ensure your customers will be safe and comfortable trying our
products and that you’re creating the best experience for every customer.
Clean hands
Spray your hands with Estée Lauder Hygienic Spray before any product demonstration.
Applicators
Always use disposable applicators—never use your fingers to remove product from a jar. Once
the applicator touches the customer, throw it away and use a new one. Remember to place the
product on the back of your clean hand and take the product from there.
Lipstick
Spray lipstick with Hygienic Spray and wipe bullet with a clean tissue, keeping the product pointed
downward to prevent the Hygienic Spray from dripping into the casing. After applying the product,
spray lipstick with Hygienic Spray again and wipe bullet with a clean tissue before returning it to the
Tester Unit.
Pencils
Spray pencil with Hygienic Spray and wipe with clean tissue before and after each application.
Artist’s Pencil
Clean sharpener with Hygienic Spray and sharpen pencil before and after each demonstration.
Once sharpened, spray pencil with Hygienic Spray and wipe with clean tissue before and after
each application.
HYGIENE—
Brush Cleaning
Brushes are the best way to apply makeup, and cleaning them
after every consultation is mandatory. Maintain their excellent
performance—and luxurious feel—by following these guidelines:
Powder Products:
Clean brushes with Hygienic Spray before and after every demonstration.
• No need to saturate the brush: spray 2-3 pumps of Hygienic Spray, then turn
brush and repeat.
• Place a tissue on the counter, then sweep the brush over it in a ‘painting’ motion
until no more moisture comes off.
• Brush should be dry to the touch before it touches product.
Cream and Liquid Products:
Foundation Brush, Concealer Brush and Lip Brush should be cleaned after each
demonstration with Take It Away Total Makeup Remover Towelettes.
Lip Gloss
Insert disposable applicator into tube to collect product, then deposit product onto appropriate
brush and apply. If more product is needed, use a new applicator to deposit product onto brush.
Mascara, Lash Primer, Brow Gel
Dip disposable mascara brush into container and use to apply. If more product is needed
for application, use a new disposable brush. Discard disposable brush after application.
Powder EyeShadow, Face Powder, Powder
Foundation, Powder Blush, Creme Blush
Wipe the surface of the product with a clean tissue. Use appropriate disposable applicator or
brush to collect product and apply. If more product is needed for application, use a new disposable
applicator. If using a brush, clean with Hygienic Spray before touching the product again.
196
At the close of every day, use the Makeup Brush Cleanser on all brushes.
• Spray enough Makeup Brush Cleanser to thoroughly wet the brush.
• Use your fingers to massage the cleanser through the brush for a
few seconds.
• Rinse brush thoroughly with water and lie brush flat to dry overnight.
(Lying brushes flat ensures moisture does not soak into the handle,
which over time can cause hairs to loosen and fall out.)
• When dry, sweep the clean brush over a clean tissue; this “fluffs up”
the clean brush hairs.
197
Glossary
A
AGT — Alkyl Guanine Transferase (AGT) technology helps support skin’s natural
repair enzyme to help effectively ‘clean up’ damaging effects of Alkylation (damage
from smoke and pollution) before it becomes permanent.
Broad Spectrum — Sun care protection that helps protect skin against both
UVA and UVB rays.
C
AlphaHydroxy Acid — Also known as AHA. Exfoliating acid that helps
enhance the natural process of surface cell renewal.
Collagen — A fibrous protein that, along with elastin, makes up skin’s natural
support structure. When collagen levels decrease, wrinkles and skin sagging occurs.
Clock Genes — Regulate a series of precisely timed responses within each
skin cell to help maximize its DNA repair.
Anti-oxidants — Ingredients that help protect skin from visible damage from free
radicals generated by the environment. Examples include Vitamins C and E and botanical extracts such as Green Tea.
Cucumber Extract — Natural botanical with soothing, calming properties.
AUS — Average Unit Sale—the average dollar amount you sell per sale.
A higher AUS indicates that you are building your sale with multiple items.
Basal Layer—Bottom of epidermis, where new skin cells and melanin are produced.
BetaHydroxy Acid — Also known as Salicylic Acid or BHA. Exfoliant that
enhances the natural process of cell renewal.
Customer Recruitment Cards — Also known as Demo Cards, ‘New and Free’
Cards or Bounceback Cards. Cards that are sent by mail, enclosed in a magazine
or handed out in store inviting customers to come to the Estée Lauder counter.
D
DNA — DNA (Deoxyribonucleic Acid) is located in the nucleus of the cell.
DNA oversees all the functions within the cell and also contains a blueprint of
the genetic code that makes each of us unique as individuals.
Bio-Fermentation — The process of fermenting ingredients together to make
them more effective. An example is the process of changing grapes into wine.
198
Dermatologist-Tested — A product that has been clinically tested with
dermatological supervision to determine that it will not cause irritation.
Dermis — The middle layer of skin, made up of blood vessels, oil and sweat
glands, hair follicles and the skin’s support structure—collagen and elastin.
Bifidus — Potent yeast extract helps intensify skin’s natural renewal efforts to
repair the visible effects of excess skin damage.
Biological Water — Helps plump skin and visibly reduce the appearance of
lines and wrinkles.
Chestnut Seed Extract — Helps boost activity of skin’s own enzyme responsible
for releasing dead, dry cells from skin’s surface.
Clarity — Skin that has a clear appearance—free of dullness, or ashiness (a gray cast).
Anti-irritants — Soothing ingredients that can reduce visible skin irritation.
Examples include Aloe and Chamomile.
B
Caffeine — Powerful anti-irritant; helps soothe and calm skin.
E
Elastin — Elastic-like fibers that make skin firm and bounce back from stretching
and pulling.
Blockbuster — A once-a-year, special value makeup collection available during
the Holiday season with the purchase of an Estée Lauder fragrance.
Emollient — Ingredient that helps restore and maintain soft, smooth, hydrated skin.
Botanicals — Plant-based extracts known to have renewing properties.
Emulsifier — Substances that fuse oil and water-based ingredients together into
a smooth, even mixture.
Breast Cancer Research Foundation — An independent, not-for-profit
organization established in 1993 by Mrs. Evelyn H. Lauder, Senior Corporate Vice
President, The Estée Lauder Companies Inc. The BCRF is dedicated to achieving
prevention and a cure for breast cancer in our lifetime.
Enzymes — Naturally occurring proteins in the skin that activate specific reactions,
such as lipid production.
199
Glossary
E
Epidermis — The protective, outermost layer of skin.
L
M
Exfoliant — Chemical or physical material that removes dead surface skin cells.
G
Moisture Barrier — Protective barrier in epidermis that helps keep harmful
irritants out and vital moisture in.
Free Radicals — Also known as oxidants. Destructive molecules triggered by
sun, pollution and other environmental irritants that attack healthy skin cells
and damage skin, causing it to visibly age faster.
Gift with Purchase — A collection of samples of best-selling products—
free with a qualifying Estée Lauder purchase. Available on a seasonal basis.
Glucosamine — Sugar derivative that helps speed skin’s natural renewal process
to lift away dead surface skin cells.
Glycation — The process in which the skin’s collagen fibers twist or knot as a
result of aging, causing the skin to become visibly less firm.
Glycolic Acid — AlphaHydroxy acid derived from fruit.
Moisture Magnet — Ingredient that supplies the skin with water by drawing
moisture from the air and holding it to the skin.
N
O
Oxidation — The production of oxidants, more commonly referred to as
free radicals.
Green Tea Extract — Potent anti-oxidant and soothing agent.
Hydration — The addition of moisture, necessary for skin health.
I
200
IPT — Items Per Transaction—the average number of items you sell per sale.
A higher IPT means that you have sold more products per sale.
Octyl Methooxycinnamate — Sun protection ingredient that helps protect skin
from UVA and UVB rays.
Ophthalmologist-Tested — A product that has been evaluated by a
Board-Certified Ophthalmologist using a panel of consumers who reached
the conclusion that the product is safe for its intended use.
Grape Seed Extract — Plant-based anti-irritant that soothes skin and is
an anti-oxidant.
H
NDGA — A potent anti-oxidant that helps remove the build-up that clogs pores.
Non-Acnegenic — A product that has been tested to show that it does not
aggravate or promote an acne skin condition.
Glycolic Peel — Chemical exfoliation procedure that uses Glycolic Acid to
smooth and improve skin’s appearance.
Hyaluronic Acid—Known as ’nature’s moisture magnet’. Helps bind moisture to skin.
Melanin — Pigment in the skin that gives skin its natural color. When skin is
exposed to UV light, it produces melanin—commonly seen as a tan—as a
defensive measure to protect itself from further damage.
Micro-Dermabrasion — Procedure that uses fine mineral crystals to resurface
the skin.
Extract — Essence of a plant material that contains the scent, flavor or soothing
properties of the original plant in a concentrated form.
F
Lipids — Natural fatty substances that are essential to skin health and help skin
maintain a protective moisture barrier. Examples include Linoleic Acid and Ceramides.
P
pH — The degree of alkalinity or acidity in skin. Skin’s natural pH is slightly
acidic at 5.3.
Peptides — Basic component of proteins that have been shown to help skin
stimulate its natural collagen production.
Pre-Sell — A special customer service that gives customers the opportunity to
pre-order a product or promotion before it’s on counter.
201
Glossary
P
R
S
PWP — Purchase with Purchase—A special promotional offer of products
that can be purchased with a qualifying Estée Lauder purchase.
Resveratrol — Anti-oxidant/anti-irritant that helps calm and soothe skin. Also
has anti-aging benefits when used in a concentrated form.
Sirtuin EX1 Technology — Targets a non-visible source of aging — aged skin
cells — and helps revitalize them so they behave like younger cells.
SPF — Sun protection factor (SPF) represents the approximate amount of time a person can stay outdoors without sun protection before burning. For example,
SPF 15 allows the user to stay in the sun 15 times longer than they normally could
without sunscreen without burning, assuming the sunscreen is applied properly.
Subcutaneous Layer — The deepest skin layer, consisting of fat cells to cushion
and insulate skin and blood vessels
Sunscreen — Ingredient or product that absorbs or physically blocks ultraviolet
(UV) light.
Synchronization — Optimal repair at exactly the right time.
T
U
Titanium Dioxide — Sunscreen ingredient that provides physical UVA/UVB
protection.
Ultra Violet Light — The sun’s damaging rays that cause the signs of premature
aging. UVA rays, which penetrate deeply into the skin and cause wrinkles,
discolorations, and other visible signs of aging (think ‘A’ for aging).
UVB rays affect the skin’s outer layers and are known for the sunburns and
tanning they cause (think ‘B’ for burning).
V
202
Vitamins A, C and E — Known as the ‘anti-oxidant vitamins’, they help
neutralize free radicals. Vitamin C is also known as Ascorbic Acid. Vitamin E
is also known as Tocopherol.
Take
Note!
My Welcome Aboard
CHECKLIST
MAKEUP
Now that you have completed Welcome Aboard, work with your
Counter Manager so that she may sign and check off each item you’ve
learned. Completing this checklist will mean you are ready
to participate in the First Stop Seminar.
SELLING
& SERVICE
SKINCARE
204
I AM ABLE TO...
TOOLS
 C
alculate my daily sales goal
and have a plan to reach it.
 Fill out my Daily Sales
Barometer/Tally Pad.
 Calculate my IPT & AUS.
 D
aily Sales
Barometer/
Tally Pad
 O
ffer the Signature Services
Menu to every customer.
 Conduct each service on
the menu.
 Use Show/Share/System
with my customers.
 Signature
Services Menu
 Selling Tools
(Skincare Concern
Booklets, iMatch™
Tools, Fragrance
Guide)
I AM ABLE TO...
TOOLS
 E xplain the role of DNA
damage in skin aging.
 Describe benefits of Advanced
Night Repair.
 Explain why customers need a
Repair Product and Moisturizer.
 A
sk every customer to
identify her skin concern and
recommend the appropriate
system using the Skincare
Concern Booklets.
 Describe the 3 key benefits
for each Repair Product
and Moisturizer and how it
addresses that concern.
 W
elcome Aboard
 Skincare Concern
Booklets
DATE/CM INITIALS
FRAGRANCE
DATE/CM INITIALS
Re-Nutriv
I AM ABLE TO...
TOOLS
 U
nderstand foundation
fundamentals—skintone, coverage
and finish.
 C
onduct the 3 iMatch™ steps.
 Accurately match the customer’s
perfect foundation shade and
formula using the Makeup finder.
 W
elcome Aboard
 iMatch™
Shade Finder
 iMatch™
Makeup Finder
 U
se the iMatch™ Color Look
Book to select customer’s
preferred look.
 Help a customer select Warm or
Cool shades for Eyes/Cheeks/Lips.
 iMatch™ Color
Look Book
 iMatch™ Shade
Finder for Eyes/
Cheeks/Lips
 A
pply Signature Techniques:
Foundation Flower, Powder
Roll-On, Simple Smudge,
Simple Smoky, Curve Control
and Fuller Lips.
 Welcome Aboard
I AM ABLE TO...
TOOLS
 U
nderstand fragrance
fundamentals—top notes, middle
notes and base notes.
 Build the sale by personalizing
with body products.
 Describe each of the key fragrances.
 Demonstrate and recommend
3 fragrances using the Fragrance
Guide.
 Fragrance Guide
I AM ABLE TO...
TOOLS
 Introduce Re-Nutriv and
recommend a Re-Nutriv collection
based on a customer’s skin concern.
 Describe benefits of each
Re-Nutriv collection.
 Demonstrate products creating a
luxurious Re-Nutriv experience.
 Re-Nutriv Guide
DATE/CM INITIALS
DATE/CM INITIALS
DATE/CM INITIALS
205
What’s Next—
First Stop
Seminar
Almost the
re! Be sure
you
completed
the below ac have
tivities
throughout
We
have your C lcome Aboard and
ounter Man
ager sign o
ff.
Bring this
Guide Boo
k
with you
to your Fir
st S
your Educat top Seminar so that
ion Executi
ve can cert
you have co
ify
mpleted yo
ur orientati
You will als
on.
o use this G
uide Book
throughou
t the semin
ar.
My“To Do”List
al every day and
The steps I will take to Achieve My Sales Go
er at my counter...
deliver Signature Services to every custom
I have completed—
The Welcome Aboard CD-ROM in its entirety.
Each “Test Your Knowledge” quiz in the Guide Book and reviewed my answers
with my Counter Manager.
Every “Test Your Signature Service Expertise” section successfully.
The activities in each Discovery Zone.
What was most helpful to you in Welcome Aboard?
What would you like to learn more about in First Stop Seminar?
I am ready to attend First Stop Seminar!
Counter Manager Signature
Education Executive Signature
206
207
Take
Note!
208
Take
Note!
209
Take
Note!
210

Aerin Lauder

Transcription

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