Inspiration: #TBT


The history of the beauty industry’s most salient sales strategy

Pioneering a paradigm shift of a marketing concept employed the world over, Estée Lauder created the free gift with purchase in 1946. It all began when Saks Fifth Avenue cosmetics buyer Robert Fisk finally responded to Estée’s “millionth” request and agreed to an order of $800 worth of her product. Soon after, Estée notified the store’s preferred customers via mail that she was offering a free cream-based powder with every purchase. The result? Saks Fifth Avenue’s entire inventory sold out in just two days. Here, a nostalgic look back at some of the most memorable Estée Lauder Gifts With Purchase of decades past.

1956 GWP: Free Estée Lauder
Translucent Face Powder

In 1956, a purchase of your choice of Estée Lauder cosmetics scored you a gratis box of Translucent Face Powder. This ad also notified customers of a personal appearance by an Estée Lauder special representative and a recommendation for an easy-to-follow skin-care regimen.

1960s GWP: The Quick Facial Kit

Here, a quartet of skin-care essentials to prime your skin for complexion perfection. The set included Cleansing Oil, Creme Pack, Skin Lotion and Enriched Under-makeup Creme, all housed in a rectangular box.

1966 GWP: The Castilian Look
By Estée Lauder

Inspired by the sultry style of Spain, this set contained a Translucent Powder Base, Translucent Face Powder and Castilian Lipstick.

1970 GWP: The Face Of The ‘70s

Housed in chic dark blue packaging adorned with the gold Estée Lauder logo, this cosmetics quartet features a blush with matching brush, Tender Lip Tint, mascara and Fresh Air Makeup Base.

1972 GWP: The Fragrance Gallery

This set housed three Youth Dew-scented confections: Bath Oil, Body Satinée and Cologne.

1978 GWP: The Country Life Beauty Kit

Geographical locations and mixed beauty bags reigned supreme in 1978. This one boasts glosses, shadows, Aliage body moisturizer and a fragrance.

2015 GWP: Opening Ceremony Collaboration

The tradition continued with the Estée Lauder Opening Ceremony Fall 2015 designer edition collaboration. The collection featured limited edition cosmetic bags in exclusive signature Opening Ceremony prints in brightly colored thumbprint, ikat and flower designs. Each gift bag contained a selection of Estée Lauder skincare and makeup must-haves like Advanced Night Repair, Sumptuous Mascara, Pure Color Lipstick and Eyeshadow Quad Compacts in either subtle or bold iterations and more.

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