Estee Lauder 2011 Annual Report Download - page 21

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LEFT: Consumers around the world can learn to be their own makeup artist with
individualized service from any one of Bobbi Brown’s Makeup Lessons
Knowing how to translate our heritage
into the very best personalized services
has been at the heart of our business since
our founding.
19
Today, we have become increasingly skilled at tapping into emerging trends early and translating them into
opportunities for sustainable, increased long-term profit. At the center of our strategy has always been our
ability to anticipate what our consumers want, today and tomorrow. With this strategy in place, we believe
we will be able to continue to exceed our consumers’ expectations for many years to come.
MAXIMIZING RETAIL
Across the world, we have been working closely with our retailers to excite and delight consumers and to
strengthen the department store channel and our business. In fiscal 2011, this was especially true in North
America, where we had our best year in a decade. One of the ways we did this was by creating highly inno-
vative products, backed by a more effective advertising mix, which increased department store traffic.
Once our consumers came to the store, we leveraged our signature High-Touch experiences that personal-
ize product selection, educate consumers, create emotional connections and foster brand loyalty. In many
instances, we enhanced our merchandising and created compelling new counter designs to further