Estee Lauder 2012 Annual Report Download - page 39

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LEFT: Ad for Bumble and bumble Bb.ColorMinded
product line which celebrates the art and craft of hair
colorists RIGHT: Bumble and bumble’s one-of-a-
kind Surf Spray for creating sexy, wind-swept hair
STRENGTHENING
OUR DISTRIBUTION
Selective distribution varies significantly by country,
and we are leveraging those differences to
accelerate our growth. That is especially true in
the fastest-growing channels globally — e- and
m-commerce and specialty multi-brand retail. In
North America, we successfully strengthened our
distribution through Sephora and other specialty
multi-brand retailers while we continued to grow in
our core department store channel. Our biggest
brands worked closely with key retailers to improve
navigation and merchandising while enhancing the
shopping experience for consumers. Bumble and
bumble, Origins, Smashbox and Bobbi Brown were
especially successful in specialty multi-brand
retailers by creating attention-grabbing and
authoritative displays that helped establish these
brands as product-category anchors in the channel.
37
In fiscal 2012, our biggest
brands worked closely with
key retailers to improve
navigation and merchandising.