Estee Lauder 2011 Annual Report Download - page 39

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airport store environment, we are successfully engaging our consumers throughout their entire journey.
As a result, The Estée Lauder Companies is gaining market share in the travel retail channel in every region
around the world.
We are developing innovative new products and exclusive offerings for the traveling consumer. One of the
best examples of this in fiscal 2011 was the launch of blemish balm (“BB”) creams, which moisturize,
enhance the skin’s luminosity, reduce the appearance of dark spots and lines and soothe blemishes and
redness. After carefully analyzing the desires of our most demanding consumers, several of our brands
recognized the potential to bring one of the most sought-after products in Asia to the prestige
channels where we sell. In travel retail, our brands became the first in prestige to launch this product.
Bobbi Brown, for example, produced a tinted BB cream in three shades, the first of its kind within the
37
Smashbox national ad campaign, photographed by Terry Richardson