Estee Lauder 2012 Annual Report Download - page 51

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digital displays — facilitate conversation and
enhance the experience. At New York’s John F.
Kennedy International Airport, our advertising
efforts shift in language as the day progresses —
from English to Chinese to French — catering to
consumers we know are likely passing through the
international terminal.
As a result, travel retail has become a vital
accelerator for many of our brands and products,
helping to build strong brand awareness. For
example, Estée Lauder, Clinique, and Bobbi Brown
BB creams, all of which originally launched in travel
retail, have spurred sales growth for these brands
as we continue their rollouts around the world.
Already, we touch millions of passengers around the
world each year, and by 2022, we believe the travel
retail channel will approach the size of the Western
European market, the largest for prestige beauty —
an opportunity we intend to maximize.
BECOMING MORE
LOCALLY RELEVANT
The beauty market varies profoundly around the
world. As we expand into new countries and
territories, we maintain our focus on delighting
consumers at a local level. From Shanghai to Cape
Town to Chicago, each consumer has different
needs and aspirations. We continue to look for ways
49
Travel retail has become
a vital accelerator
for many of our brands
and products.
LEFT: The Estée Lauder counter in London
Heathrow T3 brings exceptional High-Touch service
to the traveling consumer with its Beautiful Skin
Studio, a foundation matching service
RIGHT: Bobbi Brown Pot Rouge
online messaging opens her eyes to purchasing
opportunities that will greet her along the way.
Once in the airport, our outstanding High-Touch
services and special events — such as pop-up stores,
makeup demonstrations and multilingual