Post by The Estée Lauder Companies Inc.

What does it take to build a brand that lasts forever? At The Business of Fashion 2026 Global Beauty Forum, Jane Hertzmark Hudis, Executive Vice President & Chief Brand Officer, reflected on the journey of LA MER—from a single product acquired in 1995 to the world's leading luxury skincare brand. Discover the three principles she shared for building brands that endure: ▪️Protect what makes your brand exceptional.  "Leonard Lauder had a famous line, which was, 'Just say no.' It's about resisting a lot of temptations to do the right thing for the long term.” Enduring brands are built by prioritizing long-term brand equity over short-term growth. La Mer operates almost as a counterculture to the industry: from a limited distribution to a disciplined approach to innovation, ensuring every decision strengthens the brand over time. ▪ ️Evolve without losing your identity.    "You build on the DNA of the brand while staying open, humble, and making the consumer the heart of everything you do."    The strongest brands don't stand still; they evolve through innovation, science, and changing consumer needs—while remaining true to the DNA that made them iconic. ▪️Build brands for decades, not moments.    "We don't launch just to launch. We don't launch until something is ready."  While the beauty industry is often driven by speed and fleeting trends, thoughtful innovation, consistency, and taking the time to build loyalty, one customer at a time creates lasting value. Watch the full discussion here: https://lnkd.in/gUBwr9zM