Estee Lauder 2013 Annual Report Download - page 36

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Today’s consumer craves information more than ever before. She wants to
know our brand ambassadors and the stories behind them. Fans of AERIN
Beauty want to learn more about the brand’s iconic namesake and how to
master her signature look of effortless beauty. AERIN Beauty draws
directly from Aerin Lauder’s life, her design point of view and philosophy
on beauty that taps into a woman’s desire to feel beautiful, chic, confident
and relaxed. To foster the bond with consumers, AERIN Beauty posts
videos and content of Aerin at home and at work, managing her life and
her brand. Information on how to achieve modern yet classic looks
through the use of her products such as the AERIN ESSENTIALS
COLLECTION, which launched in Fall 2012, is also communicated
through a variety of platforms like Facebook, the brand website and
at counter.
THE ICONIC BEAUTIFUL FRAGRANCE BY EST{E LAUDER IS A TENDER
BOUQUET OF LILIES, ROSES, MARIGOLDS AND ORANGE
BLOSSOMS, ALL WARMED WITH A RICH, WOODY BASE AND
BRIGHTENED WITH A TOUCH OF CITRUS TO EVOKE ROMANCE,
TENDERNESS AND MEMORIES.
While effective storytelling has always been a key part of our heritage
and strategy, how we communicate with our consumers has evolved.
Today, we connect with them across many diverse and dynamic touch
points as part of a 360° marketing strategy. In order to garner maximum
visibility, the launch of Bobbi Brown Long-Wear Even Finish Compact
Foundation simultaneously engaged consumers across print and digital
34
Jo Malone London Blackberry & Bay Cologne conjures up childhood
memories of blackberry picking with a vibrant and verdant fragrance.