Estee Lauder 2011 Annual Report Download - page 35

Download and view the complete annual report

Please find page 35 of the 2011 Estee Lauder annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 168

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114
  • 115
  • 116
  • 117
  • 118
  • 119
  • 120
  • 121
  • 122
  • 123
  • 124
  • 125
  • 126
  • 127
  • 128
  • 129
  • 130
  • 131
  • 132
  • 133
  • 134
  • 135
  • 136
  • 137
  • 138
  • 139
  • 140
  • 141
  • 142
  • 143
  • 144
  • 145
  • 146
  • 147
  • 148
  • 149
  • 150
  • 151
  • 152
  • 153
  • 154
  • 155
  • 156
  • 157
  • 158
  • 159
  • 160
  • 161
  • 162
  • 163
  • 164
  • 165
  • 166
  • 167
  • 168

The Estée Lauder Companies is the leader
in skin care in travel retail, one of the
fastest-growing prestige beauty channels
.
33
TRANSFORMING TRAVEL RETAIL
Travel retail represents one of the biggest global growth opportunities for prestige beauty. What was once
simply referred to as “duty free,” travel retail has evolved into a critical equity-building channel that
addresses travelers as a unique consumer segment. Historically, sales growth in this channel was more
closely aligned with the ebb and flow of passenger traffic. While this is still an important factor, the rapid
development of new and improved airports has allowed retailers and brands to improve point of sale
imagery and service to convert travelers into shoppers and purchasers. In addition, the rapid growth in
the number of Chinese travelers has created a shift in this channel toward skin care, a strategic priority
for our Company.
It is estimated that 30 to 40 percent of the one billion international travelers today browse in travel retail
stores, but only about 10 to 15 percent of total potential consumers actually make purchases. To better
capture the attention of these travelers, we launched new product innovations that were supported by
improved High-Touch services and entertainment in airports and railway stations. We augmented these
efforts with compelling communications that traveling consumers can now experience throughout their
entire journey.