Estee Lauder 2012 Annual Report Download - page 29

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LEFT: Origins A Perfect World™ SPF 15 BB
Age-defense tinted moisturizer offers a hint of
tint and a world of protection
GROWING OUR BRANDS
Our robust innovation pipeline combined with
continued marketing support for existing products
fueled gains in our regions and for many of our
biggest brands. As in recent years, we focused
on fewer, bigger launches mapped to those
opportunities with the greatest potential. We
increased advertising spending across television,
digital and print in select countries, focusing on the
most powerful medium to best emphasize each
brand’s strengths. We were particularly pleased
with our strong performance in North America,
where we accelerated growth in certain key
channels, and in Western Europe, where we grew
our business despite sluggish economic conditions.
27
As in recent years, we
focused on fewer, bigger
launches mapped to those
opportunities with the
greatest potential.