Estee Lauder 2009 Annual Report Download - page 25

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The brand’s success in effectively utilizing social media combined with its strong e-commerce capabilities
resulted in a 20 percent increase in online sales in fi scal 2009.
Direct response television continues to be another important channel of distribution for a number of
our brands, not only in the U.S., but in many countries around the world. After consumers see our brands
demonstrated on television by our spokespersons, there is often a noticeable increase in department
store sales.
Beyond computer and television screens, we also saw opportunities to enhance the way we touch our
consumers at beauty counters around the world. Prestige retailers have always been among our greatest
partners. Throughout the year we worked closely with them to create inviting shopping destinations and
24
Jo Malone tastemaker event in Cape Town, South Africa.