Estee Lauder 2011 Annual Report Download - page 53

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launch the Apple iPad® in-store, enabling consumers to conduct personalized skin care assessments and
explore more than 180,000 possible product combinations.
Flirt! re-evaluated the way its consumers interact with one of its largest sub-categories — mascara —
and learned that choosing mascara can be a relatively complicated process for consumers. To simplify
the decision-making process and deliver a more personalized fit to the consumer when purchasing
mascara, the brand created an exciting new in-store service experience called the “Mascara Bar.” In Russia,
where the Mascara Bar has received outstanding
retail marketing attention, the brand outperformed
several of the leading prestige beauty brands in the sub-category.
In other channels, we made strategic investments to ensure that our consumers are receiving the same
High-Touch experience they have come to expect from our brands, whether they are shopping in a store,
on the web, on a mobile phone, in a high-end salon, at the airport, or even while flying. We use innovative
ways to provide a highly customized consumer experience that incorporates our own unique brand
of storytelling. Whether through Bumble and bumble’s interactive touch screens in its U.S. Sephora
51
LEFT: Ad for Poppy Flower, a new fragrance from Coach
We are fully maximizing the greatest
potential of each of our launches
to grow our
competitive marketing
advantage worldwide.