Estee Lauder 2009 Annual Report Download - page 22

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Another way we leveraged our imagination was by creating a sense of beauty, glamour and fun for our
consumers who want to be stylish even in diffi cult fi nancial times. No brand understands this idea better
than M.A.C, the largest makeup brand in the U.S. prestige arena. In the U.S., where sales of prestige makeup
declined, M.A.C gained share by continuing to capture the imagination of our fashion- conscious consumers.
The Hello Kitty collection for the spring was one of the brand’s most successful launches, thanks to innova-
tive
marketing, brightly colored products and universal appeal. The limited-edition color story sold out
worldwide in retail stores and online, and was the most successful collaboration in the brand’s history.
While continuing to ignite our imaginations, we never lost sight of the fact that, despite a diffi cult economy,
devoted
consumers recognize the necessity of maintaining their skin care regimens. The Estée Lauder
brand
acknowledged this desire and reinforced it with a multi-touch, global marketing campaign
to launch its reformulated Advanced Night Repair Synchronized Recovery Complex (ANR). The brand
21
ADVANCED NIGHT REPAIR WAS
UPDATED IN 2009 TO PROVIDE
CONTINUOUS, NIGHTTIME
REPAIR WITH REVOLUTIONARY
TECHNOLOGY.
Estée Lauder Advanced Night Repair Synchronized Recovery Complex.