Estee Lauder 2002 Annual Report Download - page 22

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21
At The Estée Lauder Companies, we don’t simply
make makeup — we develop makeup brands with
distinct identities that together appeal to a wide
range of consumer tastes. This year, that diversity
lifted sales of our makeup products 4%, with
the category responsible for 38% of our overall
net sales.
This was a particularly important year for mascara
with four major launches, including Clinique’s
Long Pretty Lashes Mascara, which extends
lashes up to 30%. Illusionist Maximum Curling
Mascara from Estée Lauder launched with a
special gel formula and patent-pending brush.
M.A.C launched Pro-Lash Mascara, a flake-proof,
smudge-proof lash lengthener/thickener. And
Prescriptives created False Eyelashes Plush
Mascara, which boosts volume, length, density
and curl.
Clinique’s highlights included Moisture Sheer
Lipstick SPF 15, Gentle Light Makeup and Gentle
Light Powder. In Asia, lightening/whitening
technology was extended to makeup with
Active White Light Reflecting Powder Makeup,
Whitening Lab Formula Essence and Stay True
Powder Makeup.
Unique transparent packaging created for
Estée Lauder’s Pure Color makeup line sup-
ported
the brand’s distinctive, modern and
sophisticated image. And So Ingenious is a new-
generation powder makeup that adjusts to shifts
in light. In Japan, Estée Lauder introduced the
industry’s first whitening makeup, the StarWhite
Brightening Collection.
M.A.C had an outstanding year. New products
include Studio Tech Foundation, which creates a
natural matte finish; Cheekhue, a creamy blush
that dries to a powder finish, and Viva Glam IV,
the fourth in a line of lipsticks benefiting the
M.A.C AIDS Fund, with ads featuring Elton John,
Mary J. Blige and Shirley Manson.
MAKEUP