Estee Lauder 2010 Annual Report Download - page 40

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More than ever, beauty conversations are increasingly taking place digitally. Over the past three years,
average monthly visits in the U.S. to beauty-related websites topped 60 million and grew 94 percent. The
digital space offers the perfect opportunity for translating and sharing in the emotional connections that
fans have to our products and services. While High-Touch has always meant listening closely to our
consumers, the digital space provides us with real-time insights and the ability to engage in dialogue with
our various communities of consumers, as they are happening. At The Estée Lauder Companies, we know
that in order to remain the leader in global prestige beauty, we must keep pace with our digitally savvy
consumers, embracing their desire to be actively—and interactively—engaged with our brands.
Last year, despite the recession, e-commerce sales of our Company’s products grew by 23 percent, with
many of our brands launching comprehensive social networking and online campaigns. On many of our
brands’ websites, for example, we have successfully been adapting our education and High-Touch service
model to the channel, enabling our consumers to chat live with makeup artists and experiment with
cutting-edge virtual makeup tools, such as Estée Lauder’s “Let’s Play Makeover,” which enables consumers
to simulate applying makeup to an uploaded digital photograph. In addition, we launched m-commerce
(for฀mobile฀phones฀and฀Personal฀Digital฀Assistants)฀in฀North฀America฀for฀Aveda฀and฀M.A.C, and in Japan
for Bobbi Brown, Clinique and M.A.C. Since then, about 50 percent of M.A.C’s overall e-commerce traffic
in Japan has come from its new mobile platform, and in the United States, the online brand communities
for Estée Lauder and Bobbi Brown continue to grow and provide us with invaluable insights into what our
consumers care and talk about.
39
LEFT: Aveda mobile e-commerce site.
going
digital
OUR E-COMMERCE SALES GREW 23%
COMPARED TO 2009.