Estee Lauder 2013 Annual Report Download - page 41

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39
OUR EFFECTIVE STORYTELLING NOT ONLY INCREASES LOYALTY
AMONG CURRENT DEVOTEES, BUT ALSO FACILITATES SPREADING
THE WORD TO OTHERS AND DRAWING NEW CONSUMERS TO
OUR BRANDS.
media platforms. The launch itself was a triple
initiative: unveiling a new product, introducing
Katie Holmes as the brand’s first celebrity
spokesperson, and revealing a new tagline:
“Confidence is Everything, But a Little Makeup
Can’t Hurt.”
When Smashbox launched its new “Love Me”
collection, its consumers told the story. The
brand introduced a Facebook app during the
entertainment industry awards season in Los
Angeles. The app allowed users to create their
own digital “Love Me” billboard, which would
then go live at a specified time at the iconic
Roosevelt Hotel on Hollywood Boulevard.
In addition, consumers’ billboards were live-
streamed on the brand’s webpage. Bumble and
bumble launched a mobile app that allows users
to play games involving products and hairstyles,
winning reward points to be used toward
purchases on the brand’s website.
Katie Holmes is named the first celebrity
spokesperson for Bobbi Brown.