17: William Lauder

President-CEO, Estee Lauder Cos.

Published on .

POWER PLAY: William Lauder has laid out plans to increase customized marketing programs, among them new text-messaging efforts for Clinique. Internet sales and marketing activity continue to expand. Ties with designer Tom Ford helped add style to the staid Estee Lauder brand this year. The 46-year-old Mr. Lauder is also capitalizing on the growing number of boomers trying not to look their age, with such products as Estee Lauder Resilience Lift Extreme Firming Creme.

DOWNSIDE: The consolidation of the department-store channel has been brutal, with the Federated/May merger cutting out at least 75 stores. Estee Lauder's huge business in duty-free shops may be affected significantly by the shift in airport security rules.

AD BUDGET: $1.09 billion


* WPP's JWT, N.Y.

* Lloyd & Co., N.Y.
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