Estee Lauder 2010 Annual Report Download - page 17

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16
One example of how we have utilized deeper consumer insights to distinguish our products and services
was the launch of Clinique’s Even Better Clinical Dark Spot Corrector. In preparation for the creation of
this innovative product, the brand team interviewed women of all ages and ethnicities about their greatest
skin concerns and discovered that, universally, hyperpigmentation is the number one skin care concern of
women worldwide. Innovating a solution for this dermatological need, Clinique‘s Even Better Clinical is
the
first beauty product in department stores whose results rival a prescription-strength product for addressing
uneven skin tone.
In combination with an integrated marketing campaign encompassing TV, digital and
print, the product has become a global hit and produced solid market share gain for Clinique in the
United States.
Another noteworthy innovation was La Mer’s Regenerating Serum. The brand took advantage of the
opportunity to offer a unique product that would distinctively deliver on the promise of anti-aging
concerns, one of the biggest priorities for prestige skin care consumers. By integrating La Mer’s proprietary
cutting-edge technology, the Serum specifically addresses anti-aging and is exhibiting strong initial sales.
We believe that the success of The Regenerating Serum — and the resulting double-digit sales growth
across the entire La Mer brand since its launch— signals that consumers still place a high value on luxury.
Moreover, it underscores the importance we have come to realize in listening closely to what our consumers
need and delivering to them the absolute best.
Time and again, we are learning that we must continue to anticipate the needs of our consumers, giving
them not only what they can’t imagine today, but what they can’t live without tomorrow.
TOP: Estée Lauder Beautiful campaign.
BOTTOM: La Mer The Regenerating Serum.