Estee Lauder 2010 Annual Report Download - page 21

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20
The Estée Lauder Companies has always been a creative force and today we are, more than ever, leaders in
innovation. We believe that to remain the leader in global prestige beauty, we must build upon our creativity
and innate ability to innovate, using the best consumer insights, the best creativity and the best ideas —
wherever they are— to capture the hearts and minds of consumers. We call this being a “creativity-driven,
consumer-inspired” company and it is the essence of who we are and how we plan to deliver sustainable,
profitable growth.
We apply this concept by looking at the needs and wants of different consumers worldwide, using
more in-depth consumer insights to inspire intuition and focus our talents on producing even greater
breakthroughs.
In response to the growing consumer demand for products that are socially and environmentally responsi-
ble, as well as effective, we launched pureDKNY, our first fragrance created on a platform of sustainability.
With the launch of pureDKNY, the brand successfully created a new space in fragrance—“scent with
a conscience.” In the first three months of its launch, pureDKNY ranked among the top five prestige fragrances
across Europe, and did particularly well in the United Kingdom and travel retail, expanding upon the
success of the well-established DKNY brand.
WE ARE A “CREATIVITY-DRIVEN,
CONSUMER-INSPIRED” COMPANY.
creativity &
innovation
RIGHT: DKNY pureDKNY fragrance campaign.