Estee Lauder 2002 Annual Report Download - page 34

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33
The Estée Lauder Companies builds global
brands with unique personalities. Investing in the
strength and growth of these brands worldwide is
one of the Company’s top priorities.
In fiscal 2002, advertising and promotion spend-
ing totaled $1.33 billion, an increase of 6%, driven
partially by our continued desire to support the
brands at retail and several successful launches,
such as Clinique Total Turnaround Visible Skin
Renewer,
Origins’ A Perfect World White Tea
Skin Guardian
and Estée Lauder Advanced Night
Repair Eye Recovery Complex.
Building relationships with consumers through
philanthropic activity is a key objective for brands
like M.A.C. Viva Glam IV is the fourth lipstick in
the line benefiting the M.A.C AIDS Fund with ads
featuring Elton John, Mary J. Blige and Garbage’s
Shirley Manson.
Favorable coverage by the press also keeps us
in the spotlight. Lifetime Television’s Intimate
Portrait: Estée Lauder was an hour-long tribute
that celebrated the family’s accomplishments, led
by Estée, Evelyn, Aerin and Jane Lauder.
The launch of kate spade beauty received unpar-
alleled attention from journalists, while La Mer’s
remarkable celebrity word-of-mouth added to the
brand’s allure. Lauder’s Leading Lipstick Index
made global headlines as an “economic indicator”
when record sales for our holiday lipstick collec-
tions demonstrated that lipstick sales rise in a
less-than-rosy economy.
Finally, nothing touches the consumer quite as
directly as an in-store personal appearance. Bobbi
Brown, Stila’s Jeanine Lobell and Jo Malone
drew
an extraordinary number of customers to their
counters around the world with personal appear-
ances. Meanwhile, Clinique’s global promotion,
Colour Play Date — Fun with Makeup Workshops,
boosted its makeup sales by double digits
in the U.S. alone. Another
in-store effort fueled
the Tommy Hilfiger T launch
with a national
“T Apartment” sweepstakes,
giving away $25,000
worth of furnishings, apparel
and accessories.
ADVERTISING AND PROMOTIONS