Estee Lauder 2012 Annual Report Download - page 30

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RIGHT: Launch ad for La Mer’s new
Moisturizing Soft Cream
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.
The Estée Lauder brand was a noteworthy standout
in fiscal 2012. The North American launch of Idealist
Even Skintone Illuminator and Idealist Cooling Eye
Illuminator, supported by a captivating 360-degree
marketing campaign, brought many new consumers
to the brand’s counters. In fact, nearly half of those
purchases were made by first-time Estée Lauder
consumers, and more than one quarter of those
consumers had not previously shopped for beauty
products in a department store, the brand’s primary
distribution channel in North America .
Another exciting development of the past year was
the progress made by the La Mer brand. In previous
years, La Mer uniquely relied on the power of its
storytelling to capture consumers. This year, with
increased investment in advertising, the brand
successfully promoted its core of super-potent
moisturizing products to a wider global audience
eager to experience the “miracle” of La Mer. In
China, in particular, the brand experienced
tremendous growth fueled by a strong mix of
communications that reinforced its unparalleled
reputation as the ultimate in luxury skin care.
28