Estee Lauder 2004 Annual Report Download - page 35

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PROMOTION
33
Being in the right place at the precise moment consumers look for
beauty information is crucial in this era of hyper-communication.
Our brands take a leading position in all media while relying on
advertising, public relations, special events and promotions to
continually build excitement at the counter. Estée Lauder launched its
new fragrance, Beyond Paradise, with a dazzling campaign that
brought sensuality and fantasy into the fragrance category.
In Asia, Clinique launched a revolutionary campaign targeted
specifically to the sensibilities of Asian women.
Special events are another way our brands reach out. The M.A.C
Pro Team worked at over 400 fashion shows this year, doubling their
international appearances. A hip-hop promotion in Japan was so
successful that the M.A.C counters became a destination as a trend-
setting brand. M.A.C introduced Viva Glam V with a star-studded
team of five celebrities, raising $1.7 million for the M.A.C AIDS Fund.
Niche brands like Jo Malone and Rodan + Fields connect with
consumers by hosting home parties for opinion leaders and appearing
at local events.
Celebrities help to keep our brands aspirational. Estée Lauder,
added a new dimension to its ads this year by featuring Elizabeth
Hurley, Carolyn Murphy and Liya Kebede together in an icon shot.
Beyoncé Knowles will be
the inspiration and the image for the new
True Star fragrance by Tommy Hilfiger.
In-store appearances by Jeanine Lobell for Stila and the Bobbi Brown
makeup artists add glamour and excitement to the counters.
“TELEPHONE, TELEGRAPH, TELL-A-WOMAN.”
— EST{E LAUDER
AND
ADVERTISING