Estee Lauder 2010 Annual Report Download - page 54

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53
One of our primary strategic goals has been to shift toward higher-margin product categories with greater
global growth potential. While we have made skin care our key strategic priority, our makeup category con-
tinues to be an important growth driver. Our two leading makeup artist brands, M.A.C and Bobbi Brown,
are enjoying robust growth internationally. The opening of 79 M.A.C doors outside of North America
has helped fuel awareness of the brand and Bobbi Brown’s launch in Poland is encouraging us to take
advantage of the opportunities in Eastern Europe.
We made good progress improving profitability in our fragrance category. Aramis and Designer Fragrances
has focused on fewer, more powerful launches while reducing costs. Two of our heritage brands,
Estée
Lauder and Clinique, will continue to create new, exciting fragrances to delight and allure consumers
to their
brands. Together, our brands have three of the top ten women’s fragrances in U.S. prestige department
stores. Estée Lauder’s Beautiful fragrance, introduced 25 years ago, ranked number two for this
fiscal year. Our high-end fragrance brands, including Jo Malone and Tom Ford, have smaller, but devoted
and growing followings. Tom Ford’s sophisticated scents have such cachet that it is a top beauty brand in
Harrod’s and Selfridges in London.
strengthening
our
categories
TOP LEFT: M.A.C Euristocrats 2 collection.
TOP RIGHT: Grassroots Research Labs Vitamin C Power Brightening Cream.
BOTTOM: Tommy Hilfiger tommy and tommy girl campaign.