Estee Lauder 2008 Annual Report Download - page 25

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23
consumers whom we might never see otherwise. For limited-distribution brands like Bobbi
Brown and La Mer, for example, the Internet allows a larger audience to learn about them.
Online shoppers continue to enjoy our trademark service and personal touch. M.A.C, Clinique,
Bobbi Brown and Origins have “live chat” features, offering consumers personalized advice
from real makeup artists.
We’re tapping into the growing digital demand on many fronts. During the last holiday
season, we partnered with instyle.com to create an exclusive Holiday Beauty Gift Finder
featuring many of our most cherished brands. To launch Dreaming Tommy Hilfi ger, we created
dreamingaboutyou.com, a website that encouraged consumers to explore their dreams.
Bumble and bumble launched Spray de Mode with a mini-site, spraydemode.com, which
utilized video testimonials, as well as a dedicated YouTube page. In Korea, where shopping
online via mobile devices is the norm, BeautyBank created e-commerce sites for Flirt! and
Good Skin™.
Millions of consumers are now sharing their enthusiasm for our products with their friends via
social networks. As part of a more comprehensive social marketing campaign to support
the launch of M.A.C Fafi , M.A.C became the fi rst brand ever to create a branded skin for the
popular “Top Friends” application. Within two months, over 240,000 people around the world
chose to decorate their personal page with M.A.C Fafi artwork, ultimately generating millions
of brand impressions. Clinique asked Facebook friends to “Show the World What Makes You
Happy,” generating over one million engagements on the site. An exclusive video by Sean
“Diddy” Combs on MySpace, created for the launch of Sean John Unforgivable Woman,
attracted 180 million viewers.
DIRECT RESPONSE TV
Beauty is one of the most popular categories on direct response TV. In the past year, more
than $560 million in cosmetics and toiletries has been sold through direct response TV in the
United States. Direct response TV is also a global phenomenon. For instance, QVC operates
Our online
sales grew by
40% in
Fiscal 2008.