Estee Lauder 2010 Annual Report Download - page 47

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Over the next few years, nearly half of the beauty industry’s skin care growth in emerging markets is
expected to come from Russia and China. As we prioritize growth in skin care, we will continue to place a
particular focus on these two markets. In Russia alone, the Clinique and Estée Lauder brands represent
nearly 60 percent of the skin care share of voice. In emerging markets like this, we will continue
to invest in further understanding unique consumer needs and supporting our product launches with
integrated marketing and leveraging the power of our High-Touch service.
In China, where skin care represents two-thirds of the beauty market, we experienced incredible growth in
fiscal 2010, growing our sales there by nearly 30 percent. To sustain our momentum, we intend to
continue to
deploy one of our most successful strategies that we implemented to support the launch of
Estée Lauder’s
upgraded Advanced Night Repair —a 360-degree television, print and digital media campaign.
46
emerging
markets &
alternative
channels
TOP: Estée Lauder DFS Galleria Waikiki, Hawaii.
BOTTOM: Sean “Diddy” Combs on Home Shopping Network promoting his fragrance collection.