Estee Lauder 2011 Annual Report Download - page 54

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installations, or the creation of unique brand apps and “screen-to-screen” promotional activities, we
are connecting in more ways with consumers while maintaining the quality of our execution and the
equity of our brands. Of course, none of this would be achievable without our historic strengths of creativity
and innovation.
CREATIVITY AND INNOVATION
Our entrepreneurial talents have always been a key strength. They enable us to translate insights into inno-
vations and design products and services that capture the imagination of consumers and create excitement
in the marketplace. We leverage new technology and unrivaled creativity to capture and generate market
opportunities for all of our brands. Our results this year confirm that we have a winning formula.
In skin care and makeup, we accelerated the growth of our biggest brands via a number of initiatives.
We developed and marketed some of the best-selling products in our history, such as Clinique’s Even Better
Clinical Dark Spot Corrector, while also introducing category breakthroughs, such as Clinique’s Chubby
Stick Moisturizing Lip Colour Balm and Bottom Lash Mascara. We invested in new talent and tools to better
understand what our consumers want and are working on innovative solutions to exceed their expectations.
Darphin’s Melaperfect Anti-Dark Spots Perfecting Treatment was one of many powerful examples of how
we can satisfy our consumers’ desires by delivering breakthrough innovations. Understanding that youthful
and smooth skin is an important concern for European women — the largest consumer group for Darphin —
52
RIGHT: Lab Series Max LS new anti-age system ad