Estee Lauder 2013 Annual Report Download - page 72
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70
As a multinational company, we rely on our ability to bring globally
appealing and locally relevant products and services to consumers of all
ethnicities, cultures and regions. This often involves creating new products
or reinterpreting existing ones to meet the specific needs of local markets.
Bobbi Brown recognized that its highly successful Creamy Concealer Kit,
an iconic hero product in the United States, could address under-eye
circles in Asian markets and launched it there in fiscal 2013. And
Jo Malone London Saffron Cologne, developed for the Middle East
consumer, gained broad acceptance around the world after launching in
the Middle East, where intense fragrances are favored.
Locally relevant advertising and promotions have proven an effective tool
in attracting consumers to our brands. In fiscal 2013, Clinique opened
the Clinique Chubby Lounge in Seoul, Korea. This interactive pop-up shop
drew an appearance by top Korean actress, Park Bo Young, creating buzz
for Clinique’s popular line of Chubby Stick Moisturizing Lip Colour Balm.
Television, print and digital advertising for Estée Lauder Double Wear
Makeup tailored to Japanese consumers with the tagline “Porcelain
Perfection. Non-Stop Wear.“ This locally relevant advertising drove
consumers to stores and became the catalyst for sales growth across the
brand in Japan.
Estée Lauder Amber Mystique is a fragrance tailored to meet
the discerning tastes of consumers in the Middle East.