Estee Lauder 2011 Annual Report Download - page 44

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anti-wrinkl
e prescription. The product launch of Plantscription leveraged the brand’s strong positioning —
Powered by Nature. Proven by Science— while highlighting its innovative plant-derived technology to
target those consumers wanting natural and high performance skin care in one product. In North America,
the brand tapped into its existing Facebook community to offer samples and leveraged its High-Touch
mini-facial
program to test the product in its freestanding stores, providing consumers with a personalized
Plantscription
service. As a result of these orchestrated strategies, Origins experienced a tremendous
awareness and sales lift, along with a significant increase in Facebook fans and store traffic.
Third, we found new ways to improve our digital High-Touch services and expand in the most promising
digital channels for distributing our products and engaging consumers, including experimenting with
our m-commerce business. Clinique’s “Forecast” mobile app, for example, provides weather information
geo-targeted to a consumer’s location. Available in six major languages, the application provides expert
skin care tips related to weather conditions with a built-in store finder to drive users to one of the
brand’s counters.
42
RIGHT: Tom Ford Neroli Portofino