Estee Lauder 2005 Annual Report Download - page 15

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14 We continue to invest in core brands by creating innovative fragrances that interpret the brand equity in fresh new ways.
Clinique expanded its highly successful Clinique Happy line with the addition of Clinique Happy to Be, an exuberant
fragrance that is a celebration of who you are and captures the essence of happiness.
DKNY Be Delicious Women and DKNY Be Delicious Men launched globally with an innovative marketing campaign that
helped DKNY Be Delicious become one of the top 25 global fragrances. The scent of apple combined with a sophisticated
blend of exotic flowers and sensual woods matched consumers’ mood for something simple yet elegant. Its apple-inspired
packaging resonated around the world.
M.A.C leveraged its loyal consumer following to launch three new fragrances — Hue: C-Squeeze, Hue: Turquatic and
Hue: Violetrex — with dramatically tinted juices that mirrored the brand’s expertise in color creations. The trio gained popularity
in our free-standing M.A.C stores through the power of word-of-mouth and consumers’ trust in the brand’s new products.
Pairing where we sell the brand with shoppers’ emotions was the secret behind the successful launch of Estée Lauder
pleasures exotic, which played into the trend for exotic travel. The new fragrance launched first in Travel Retail with
a captivating campaign that evoked feelings of a tropical vacation.