Estee Lauder 2011 Annual Report Download - page 42

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We looked at the myriad ways we are, and can be, connecting with consumers online. First, we examined
where our consumers are “living” online, what they are saying, how they are purchasing and repurchasing
our products, and how they are interacting with our brands. Based on these insights, we increased our
investments in digital marketing and social media activities designed to build brand equity and consumer
engagement. Our Ojon brand provides a good example of how this is working. This year, the brand used
its online platform to communicate its updated positioning and creative direction, and its efforts are
resonating with consumers. The brand’s new e-commerce site incorporates a variety of narratives using
exotic, sensual visuals and copy at every consumer touch-point. Expert advice, styling tips and trends are
offered throughout the site to engage consumers and deliver an optimal online High-Touch experience.
Second, we took a step back to assess the entirety of the consumer journey and recognized new
opportunities to unite online and offline services. For instance, to support the U.S. launch of Bumble
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Estée Lauder Pure Color Lipstick