Estee Lauder 2010 Annual Report Download - page 38

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People are different everywhere — different complexions, different hair, different desires and concerns—
and being global cannot mean doing the same thing in every country. In fact, being the global leader in
prestige beauty means having brands that deliver the best experience, products and services to consumers
in all parts of the world. To ensure that we continue to steer the course, we are prioritizing local relevance
as a key strategic driver of all of our brands and products.
Through local, in-country research, we learned that, in contrast to the desires of our other consumers in the
region, Chinese women are most concerned with the appearance of dry, dull skin. In response to our
Chinese consumers’ desires, we developed and launched new products under the Estée Lauder Nutritious
line — a line of products positioned around the power of the pomegranate, traditionally known in China for
its purifying properties and for providing skin the benefit of healthy looking radiance. Understanding and
addressing our consumers’ perspective has helped Nutritious contribute to sales increases in skin care in
Asia/Pacific for the Estée Lauder brand.
37
In China, research showed that the most important
product attribute to the Origins consumer was getting
a product that is high-performance and also made
with natural ingredients.
LEFT: Origins Starting Over, Youthtopia and A Perfect World.