Estee Lauder 2010 Annual Report Download - page 25
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24
At The Estée Lauder Companies, the quality of our products, combined with our commitment to delivering
outstanding personalized service and education, come together to deliver superior performance and
create a strong emotional bond with our consumers. It is what we call High-Touch. Our High-Touch model
differentiates and distinguishes us by allowing us to better connect with our consumer, exceed her expecta-
tions and provide total value that goes beyond price or technology. It applies to all facets of our
business — products,
packaging, marketing, consumer experience, education and distribution—and, simply
put, it means bringing
the best to everyone we touch.
While High-Touch is perfectly suited for the department store environment, we are continuously seeking
to translate it to all our channels by customizing our service to match, and even exceed,
our consumers’
aspirations. In stores, we’ve learned that more than 50 percent of women want a beauty advisor
who can
educate them on the brand, but who does not “push” recommendations. Forty-seven percent come to the
store primarily to replenish. They know what they want and expect fast service. We also have learned that
we are well equipped to market our products across our portfolio of brands when we effectively connect
with our consumers in the store.
OUR BEAUTY EXPERTS HAVE OVER 5 MILLION
FIVE-MINUTE FACE-TO-FACE INTERACTIONS
WITH CONSUMERS EACH DAY.
high-touch
RIGHT: Bobbi Brown at work backstage New York Fashion Week.