Estee Lauder 2009 Annual Report Download - page 34

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Our brands today are sharing consumer knowledge in a more frequent and focused way. In Asia, we are
leveraging consumer intelligence across markets to help us create and deliver products that are tailored to
the needs of the Asian consumer. For example, in Japan, many women’s greatest skin care concern is
whiteness, while many Chinese women are more concerned with dryness. This focused approach to
understanding what consumers desire and then creating products to address their specifi c concerns led to
a 17 percent local currency sales increase in our skin care category in the Asia/Pacifi c region.
33
Ojon Restorative Hair Treatment.
OUR MORE FOCUSED APPROACH TO SHARING
CONSUMER INSIGHTS ACROSS BRANDS WILL
ALLOW US TO BETTER DELIGHT OUR CONSUMERS
AND PRODUCE PRODUCTS AND SERVICES THAT
ARE LOCALLY RELEVANT.