Estee Lauder 2010 Annual Report Download - page 44

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In our first full year of implementing our strategic plan, we have made great strides toward integration and
strengthening our capabilities, becoming more efficient and streamlined. We focused on our regions—
Asia/Pacific, Europe, the Middle East & Africa and the Americas—to become better aligned and to increase
our ability to work together smartly. Though different in expanse and scale, our regions share the same
mission — to ensure relevance by listening to and guiding the local markets, to aggregate demand and make
prudent investment decisions, and to develop capabilities and deliver, in a cost-effective manner, services
that benefit all the relevant markets.
Within our largest region, the Americas, we saw a strategic opportunity to strengthen our presence in the
department store channel. We created a business unit we call the “North American affiliate” in order
to enable our brands to better share and leverage knowledge and insights, particularly of the retail
marketplace. Formerly managed directly by multiple Brand Presidents, our North American affiliate,
which covers the United States, Canada and Puerto Rico, helps reduce duplication, improve trade relations,
and for the first time, provides a single, aggregated point of contact with our retail partners. With North
America representing approximately 42 percent of our sales, the affiliate has enabled all of our brands
to truly understand the opportunities and challenges that exist, particularly when it comes to selling
and distribution.
43
integration &
building
capabilities
WE ARE BECOMING MORE EFFICIENT
AND STREAMLINED.