Estee Lauder 2013 Annual Report Download - page 35

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33
From the moment a consumer engages with one
of our brands — by visiting a counter, viewing an
advertisement, sampling a product or interacting
with us on social media — a connection is born.
We nurture this connection and stay with her
through the length of her prestige journey,
ultimately fostering her long-term loyalty to
our brands.
What makes our brands desirable and distinctive
are the details surrounding our craftsmanship,
our heritage and our innovation. We devote
extensive resources to communicating what
goes into our aspirational brands and products.
Over the past three years, we have increased
our ad spend by more than 50 percent. Every
brand possesses a unique story, and we are
master storytellers.
telling
our story
AERIN Beauty draws on Aerin Lauder™s life,
design point of view and beauty philosophy.