Estee Lauder 2012 Annual Report Download - page 50

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EXPANDING TRAVEL RETAIL
Travel retail remains one of the largest global growth
opportunities for prestige beauty. With the rapid
development of enhanced airport environments,
this channel has evolved into a critical way to build
the equity of our brands while reaching consumers
throughout their journeys. Our sales in travel retail
have doubled in three years, bringing our Company
to the number two position in beauty in the channel.
Our biggest successes lie in the skin care category
and with Chinese consumers who, fueled by rising
incomes, are increasingly taking to the skies. They
join Brazilians, Russians and Middle Easterners as
part of an ever-growing traveling consumer base.
As we better understand the patterns of each of
these populations, we are better able to serve their
needs and desires with tailored product innovations
and service enhancements.
In travel retail, we have transformed what was once
a simple transaction-based business into one that
considers the entire journey of our consumer. This
year, we more closely synchronized our product
launches and communications on a global scale.
Before the consumer even begins her trip, our
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