Estee Lauder 2011 Annual Report Download - page 32

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Constance Jablonski from France, Liu Wen from China and Joan Smalls from Puerto Rico joined Hilary
Rhoda and Carolyn Murphy from the United States and Elizabeth Hurley from the United Kingdom as
spokesmodels, representing the brand’s diverse and growing consumer base. The global message and
powerful iconography signify a leap forward for prestige beauty in terms of how modern and global beauty
is defined and communicated. Already, the message is resonating well with consumers. The launch of Estée
Lauder’s Idealist Even Skintone Illuminator, which features the new models in television, digital and print
campaigns, is driving new, younger and more ethnically diverse consumers to the brand’s counters.
This year, Bobbi Brown extended the success of its Pretty Powerful campaign to a number of international
markets, including China and the Middle East. The localized campaign celebrates women everywhere and
successfully harnesses the power of social media, inviting fans to participate in “pretty powerful” makeovers
and other unique brand-centric activities in their particular part of the world. Pretty Powerful’s impressive
30
LEFT: Tommy Hilfiger Eau de Prep fragrance ad
RIGHT: Darphin Melaperfect Anti-Dark Spots Perfecting Treatment