Estee Lauder 2011 Annual Report Download - page 41

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sub-category. This cream resonated so well with the traveling consumer that it exceeded initial projections
by 300 percent. The momentum in this channel greatly influenced the success of its subsequent launch in
local Asian markets.
Going forward, there is a tremendous opportunity to anticipate the beauty needs of our traveling consumers
and we continuously monitor up-and-coming trends and evaluate their potential in this important channel.
WINNING IN DIGITAL
E-commerce is not only one of the fastest-growing channels globally, but it is also one of the most complex.
For some time, e-commerce mimicked the stand-alone storefront shopping experience — providing virtual
equivalents through which consumers entered, purchased and exited the store just as they would in the
physical world. Today, consumers are “living” online, blurring the lines between e-commerce, digital
marketing and social media and forcing a sea change in how our brands interact with them. This new
digital world is becoming a key source of competitive advantage, fundamentally changing how consumers
perceive, select, try and purchase beauty products. Just as there is an increased opportunity for brands
to use the digital world as a platform for building brand equity and awareness, there is also a greater
expectation from consumers for brands to communicate with them transparently, authentically
and in real
time. In response to these new conditions, we evolved our e-commerce strategy to encompass
e-commerce,
m-commerce, digital marketing and social media as part of a multidimensional, full-picture digital strategy.
39
LEFT: Jo Malone Pomegranate Noir Cologne