Estee Lauder 2013 Annual Report Download - page 28

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26
Our commitment to empower consumers through education fosters a
connection that can last a lifetime. The educational experiences our
brands provide allow consumers to appreciate the depth of our products.
At a Tom Ford counter, consumers can be color-matched for foundation,
learn the proper tools and application techniques of a Tom Ford Bronzer
to enhance their natural glow, or achieve a spectrum of high-definition
effects with a Tom Ford Color Collection. To launch the fragrance Marni,
counter displays featured glass bells over scented fabric. Lifting each bell
allowed consumers to experience the individual scent notes that come
together in the finished fragrance.
CLINIQUE’S EXPERIENCE BAR, A MODERN EVOLUTION IN
PRODUCT SAMPLING AVAILABLE AT SELECT COUNTERS, USES
A VARIETY OF SENSORIAL TRIGGERS TO CAPTIVATE AND ENGAGE
CONSUMERS WHILE SIMULTANEOUSLY EDUCATING THEM ON
TREATMENT OFFERINGS.
Bobbi Brown has crystallized this philosophy in “Bobbi’s Makeup
Lessons,” where consumers can choose from a menu of up to eight
lessons and schedule one-on-one sessions with professional Makeup
Artists to create new looks. Lessons range from a five-minute “Instant
Pretty” touch up to a 45-minute “Pretty Powerful” session. In the United
Kingdom, where the service was launched, nearly 60 percent of Bobbi
Brown makeup sales are linked to these lessons.
Origins Smarty Plants CC Cream is an
antioxidant infused color corrector.