Estee Lauder 2011 Annual Report Download - page 31

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BECOMING MORE LOCALLY RELEVANT
Beauty ideals and physiological skin needs differ across the world. We recognize that to be successful on a
global scale we must adapt our products and services to address the needs and desires of our consumers in
each of our regional markets. To accomplish this, we are increasing our ability to understand the concerns
and preferences of local consumers so we can develop innovative and locally relevant products. We are
also changing the way we communicate with consumers in order to become more culturally inclusive. This
includes, but is not limited to, translating many of our e-commerce sites into local languages.
Examples of our efforts can be seen across our brand portfolio. The Jo Malone brand worked with its local
teams to create Cologne Intense and Sakura Cherry Blossom, limited-edition fragrances tailored to our
Middle Eastern and Japanese consumers, respectively. Following successful launches in these local markets,
the brand introduced Cologne Intense in the United Kingdom and the United States, where its introduction
resulted in almost immediate sell-through.
T
o better communicate with consumers globally, the Estée Lauder brand introduced three new international
faces as part of a global campaign based on Mrs. Estée Lauder’s belief that, “Every Woman Can Be Beautiful.”
29
LEFT: Bumble and bumble’s first U.S. national ad campaign features Jimmy Paul, Bb.Editorial Stylist,
using Bb.Texture hair(un)dressing creme