Estee Lauder 2010 Annual Report Download - page 24

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Our creativity and ability to innovate is a critical component of our business and extends well beyond
product innovation. M.A.C and Milk Studios, for example, partnered to create an alternative experience
and space for up-and-coming designers to showcase their creativity during Spring 2010 New York Fashion
Week. True to its brand identity, M.A.C demonstrated leadership through this pioneering collaboration to
inspire new possibilities for designers, photographers, the media, stylists and makeup artists.
In a similar example of how we are building upon our historical strengths, the Estée Lauder brand’s new
Creative Makeup Director, Tom Pecheux, gave audiences at the Derek Lam Fall 2010 fashion show a preview of
the bold colors Estée Lauder debuts this fall. Aerin Lauder, Estée Lauder’s Senior Vice President and
Creative Director, worked closely with Tom to create the collection and the imagery to support it. The
preview of the Pure Color collection’s colors marked the brand’s first backstage involvement with a
high-profile runway show. Based on the initial response to the collection, we are confident Tom’s strong ties
to beauty and fashion editors will attract a more fashion-conscious consumer and bring increased buzz and
attention to our flagship brand.
23
Aerin Lauder, Estée Lauder’s Senior Vice President and
Creative Director, worked closely with Tom Pecheux,
the brand’s new Creative Makeup Director, to create the
dynamic, fashion-inspired Pure Color collection.
TOP: Estée Lauder Blue Dahlia Pure Color campaign.
BOTTOM LEFT: Aerin Lauder and Tom Pecheux.
BOTTOM RIGHT: Estée Lauder Pure Color Gloss.