ESTEE knew about the importance of image. She wanted to give her products sophisticated look and personally chosethe blue colour of the bottles which she belived would look stylish in every bathroom. She believed in secrecy and didn't reveal much about her life or the ingredients used in her products. She wanted her customers to believe that they were buying not only beauty in a jar but also the solution to looking and feeling eternally young. She said that In order to sell a cream, you sold a dream. She put a lot of time and effort into building up that dream image.