Apple's retail strategy mirrors Estée Lauder's product demos and packaging obsession
Shane Parrish · Estée Lauder: A Success Story · Mar 11, 2025 · at 1:13:03
Shane Parrish discusses how modern luxury and consumer technology companies utilize classic sales and branding strategies developed by cosmetics pioneer Estée Lauder.
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“Apple seems to have learned a lot from Estee Lauder as well, right? If you think about it, they have a hands-on demo. So they guide you through it. They show you how their products work, how to use them. They focus on the customer experience with the packaging, even to the obsession of how it sounds when it opens, and how the quality of the packaging is a million times better than almost anybody else's packaging, because that's part of your experience with the brand. It's part of your, why you're paying more money for it. It's part of why you can command such a premium price, and they control how and where their products are sold. Sounds a lot like the Estee Lauder playbook.”
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