Estee Lauder 2010 Annual Report Download - page 10

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Local Relevance: Being a truly global company means delivering the best experience, products and
services everywhere in the world. To make that possible we reorganized to better serve our global
consumers. We created a Corporate Marketing Center of Excellence to help give our brands greater
local consumer insights which we will use to create more targeted products and services.
Enhancing Digital Capabilities:
Communicating with consumers is changing as rapidly as the
technology
which enables it. Today, communities are no longer defined by proximity to others.
Conversations happen 24/7 across a variety of platforms and geographies and consumers have
become the voices of our brands. We are strengthening our skills so that we lead not only in traditional
e-commerce but across all forms of social and digital media to better understand, engage and serve
our consumers.
We made fantastic progress in the first year of our four-year strategic journey and have built a solid
foundation. Our early successes reinforce our vision and give us the confidence that by building on our
unique strengths and executing our strategy with excellence, we will become an even stronger competitor
across the entire beauty landscape.
In closing, I want to thank our more than 31,000 employees across the globe for their extraordinary efforts
and their unwavering commitment to our organization. I also want to thank William Lauder for his
tremendous support, partnership and guidance. Additionally, I thank Leonard Lauder and the entire Lauder
family for entrusting me with the privilege to lead this great Company. I am also extremely appreciative to
our Board of Directors, my leadership team and our retailers and consumers for their support of our brands
and to you, our valued stockholders.
We are proud of our many accomplishments in the first year of our strategic plan, but know that much work
still lies ahead. As we embark on the next phase of our growth we will hold onto our core family values,
historical strengths, creativity and entrepreneurial spirit that are ingrained in our heritage and culture.
I look forward to evolving our journey in the years to come.
Sincerely,
Fabrizio Freda
President and Chief Executive Officer
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