Estee Lauder 2012 Annual Report Download - page 34

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RIGHT: For Tom Ford Beauty Cosmetics Collection,
there is no more dramatic accessory than a perfect lip
consumers. And thanks to increased digital pull
efforts, the brand gained share in makeup in the
United States. Through its
“Everything Bobbi” blog,
Bobbi Brown is interacting
directly with consumers
in a more meaningful way. Not only is the blog a hit
with consumers — the average post receives tens of
thousands of views — but it provides us with a
powerful listening tool. As we learn more about our
consumers’ desires in real time, we are able to
translate those insights directly into dynamic new
content across multiple platforms.
In the more traditional advertising realm, Tom Ford
Beauty and Smashbox successfully used print ads
this year to great success, generating further
sales growth for some of our most exciting new
product lines. For Smashbox, the powerful visuals
communicate the essence of the brand’s Los
Angeles photo studio heritage and DNA, while
speaking to individuals who aspire to a “moment in
the spotlight.” Likewise, the new Tom Ford Beauty
advertisements exude desire, sending a bold and
provocative message about the collection’s
“wardrobe” of luxurious, sensuous makeup and
high-performance skin treatments.
32