Estee Lauder 2013 Annual Report Download - page 31

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The Aveda mobile app is a personal style advisor,
community bulletin board and trend tracker all in one.
29
Recognizing that in today’s world, the
High-Touch experience must go beyond the
beauty counter, we innovate ways to strengthen
our connection with consumers. Many of our
brands, including Estée Lauder, Bumble and
bumble, and M.A.C, engage consumers through
Pinterest, Instagram, Weibo and other fast-
growing digital and mobile platforms.
Aveda’s global network of beauty professionals
uses social networking to build awareness
around the brand’s core mission to care for the
environment. In April 2013, Aveda organized
a Global Cut-A-Thon, with the aim to set a
Guinness World Record for most funds raised by
haircuts in a 24-hour period, to further support
its Earth Month activities. In fiscal 2013, the
brand also launched a blog, Living Aveda,
inviting guests and hair professionals to
“experience the brand from the inside out.”
Living Aveda offers readers a unique glimpse
behind the scenes with expert advice from
Aveda’s team of Global Artists, insider stories
and facts about botanical-derived ingredients for
products like Damage Remedy Intensive
Restructuring Treatment.
The Estée Lauder brand introduced Shade
Finder on its website, to help consumers choose
the proper foundation online. This interactive
tool walks consumers through a four-step
process of choosing the right shade of
foundation, ultimately suggesting several
“perfect match” products.