Estee Lauder 2011 Annual Report Download - page 57

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was a determining factor in the innovation and subsequent launch strategy for the product. Showcasing a
“problem-solution” pharmaceutical-like approach was an important selling point for Darphin’s consumers
and since its launch, Melaperfect has become a best-selling product for the brand.
Fiscal 2011 was also an exceptional year for creativity at The Estée Lauder Companies. M·A·C extended its
creative leadership in makeup through inspiration from the DC Comics heroine, Wonder Woman.* Armed
with a golden lasso, golden cuffs and an invisible jet, M·A·C produced its largest collaboration ever— the
Wonder Woman spring color collection. The global launch of the collection, which was highlighted by
vibrant pop-art packaging, a specially designed logo and supersized versions of some of the brand’s
most popular products, included the opening of a pop-up store and multiple in-store appearances by
larger-than-life superhero “Glamazons.” From the shelves of its freestanding stores in Brazil to its travel retail
environments across the world, the collection sold out quickly.
A great advancement in skin care was GoodSkin Labs’ newest hit, Exten-10™ Instant Youth Boosting
Moisturizer SPF 15. This exciting product is the result of our new product innovation model that aims to
discover which of tomorrow’s technologies is best-suited to deliver solutions for our consumers’
55
LEFT: Clinique Top 10 tower
The Top 10 towers are a unique way
of leveraging product recommendations for
both new and loyal shoppers alike.
*TM & © DC Comics