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For example, Carolyn Murphy was chosen for her "classic American style". Karen Graham was chosen during the eighties as Estee lauder aimed its products at upper-income women, at expensive prices. Estee Lauder's strategy in the late 1980s was to move away from working-class women and target young, sophisticated, middle-class women so Paulina Porizkova was chosen but not long after she were being replaced by Elizabeth Hurley.
To my amaze, Estee lauder ads were a reflection of Mrs. Lauder's own idea of a woman of taste and sophistication. Take 1981 ad as an example, their targeted group is the high end consumer, upper income women...
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