Estee Lauder 2011 Annual Report Download - page 22

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increase store traffic and drive sales. In the United States, specifically, we are pleased to report that our
efforts have paid off, both for our business and for the department stores.
We have also expanded our business in one of the fastest-growing retail channels— multi-brand beauty
retailers. For example, Bumble and bumble launched in a total of 298 Sephora doors across the United
States. Working closely with each Sephora location, the brand created unique education plans to ensure
consumers receive the best possible personalized educational experience with its products. In addition,
consumers are able to quickly and easily receive product tips and access Bumble and bumble network
salons through in-store, interactive touch screens. At the same time, local network salons have partnered on
numerous occasions to create in-store styling events at local Sephora locations allowing more opportunities
for consumers to engage and interact with the brand across its channels. Leveraging our success in the
United States, we are looking at new opportunities to increase our distribution at Sephora stores in China
to help us meet the needs of local consumers and build brand equity with locally relevant products.
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RIGHT: Aveda’s Sun Care visual