Estee Lauder 2008 Annual Report Download - page 26

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24
direct response TV channels in the United Kingdom, Germany and Japan, and will soon be in
China. The opportunity to have a stronger presence in this channel was a big reason behind
our July 2007 acquisition of Ojon, a brand that markets its naturally-derived, wildcrafted hair
and skin care products primarily through direct response TV.
Our BeautyBank team launched Eyes by Design, a line of eye makeup products developed for
exclusive distribution on the direct response TV channel known as HSN, which reaches 90
million homes in the United States. Eyes by Design is also our Company’s fi rst beauty collection
created exclusively for television retail and the fi rst prestige brand to be 100 percent focused
on the eyes, the feature most women say is their number one beauty challenge.
Our other successful ventures on direct response TV include Clinique’s February 2008 debut
on QVC, which was the largest two-hour beauty launch in the channel’s history. Other sell-out
programs included Bobbi Brown’s debut on QVC, Origins’ launch of its A Perfect World
collection on a Korean home shopping channel and Ojon’s fi rst foray onto QVC in Germany.
FREESTANDING STORES
Collectively, The Estée Lauder Companies and its brands operate 577 single-brand freestanding
stores, occupying prime real estate in major downtown shopping districts and prestigious
malls worldwide. Our stores enrich the retail experience for our brands, showcasing the full
range of each collection, complete with highly trained consultants who enhance the brand
image through individualized customer service.
Globally, the majority of our freestanding stores are for the M.A.C, Origins and Aveda brands.
Across the pond, Jo Malone has a highly visible presence in the United Kingdom and has
recently opened freestanding stores in Paris, Milan and Istanbul. Bobbi Brown has opened fi ve
freestanding stores branded “The Studio” in the Asia/Pacifi c region and two in the United
States, providing an intimate shopping experience and personalized services.
direct response
TV is one of our
most promising
new channels.
Eyes by Design on HSN.