Estee Lauder 2009 Annual Report Download - page 24

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We provided a range of options for them to learn about, and buy, our products through a wide array
of digital experiences. The Bumble and bumble brand, for example, launched its fi rst e-commerce site
and it has already exceeded plan. In other efforts to expand and improve our e-commerce capabilities,
Estée Lauder and Clinique launched web sites in China and M.A.C debuted a web site in Korea.
The online universe is rapidly expanding with a number of exciting marketing initiatives, particularly in the
growing realm of social media. On sites like Twitter, Facebook and YouTube, many of our brands built
increased capabilities to attract new consumers and keep existing ones up to date on their latest news.
Our Bobbi Brown brand, which speaks directly to women about beauty and self image, launched a Twitter
profi le (@AskBobbiBrown) which allows the brand’s makeup artists around the world to answer questions
and communicate with consumers directly. In addition to providing a new way to evolve our signature
High-Touch personal service, Twitter allows Bobbi Brown herself to engage with fans and share the brand’s
philosophy. As the fi rst of the Company’s brands to launch a Twitter page, Bobbi Brown’s micro-blog was
named to the Cosmetology School Guide’s “Top Fifty Stylish Beauty and Makeup Blogs.”
23