Estee Lauder 2012 Annual Report Download - page 55

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Clinique’s Shades for Africa foundation program
showcased the brand’s extensive shade range,
highlighting local consumers’ varied skin tones and
beauty needs. A similar program was successfully
executed in the Middle East, called Shades for
Arabia. By understanding the key drivers of our
consumers’ desires and aspirations — whether it is
an affinity for afternoons at the beach or for local
scents — we are able to create products they could
not have imagined today and cannot imagine living
without tomorrow.
In addition to developing an increasing number
of locally relevant products, we tailor our
communications to local languages and tastes to
ensure our signature High-Touch services are
respectful of each market’s specific cultural norms.
M.A.C’s makeup stations in the Middle East enable
consumers to try our products in the privacy of
special rooms, and Bobbi Brown counters in China
utilize a “Skin Care Apothecary” concept attuned
to the navigation and browsing preferences of
local consumers.
Across the world, we are thrilled with the growing
cultural and ethnic diversity of our consumers and
continue to develop our brands with their specific
needs in mind. Region by region, market by
market, we are working to reach new consumers.
Of course, as we continue to adjust our global
product offerings to be even more locally relevant,
we remain committed to preserving the integrity
of our brands’ equity while continuing to deliver
cost efficiencies.
EVOLVING HIGH-TOUCH
Our commitment to delivering outstanding,
personalized High-Touch service is unwavering.
High-Touch defines our philosophy toward our
consumer and is fundamental to our business
model. For more than 60 years, our unparalleled
High-Touch services have distinguished us from
our competitors. Connecting with the consumer
in an intensely personal way that exceeds
her expectations is essential to our future as we
continue to draw consumers to prestige beauty and
our brands.
53
LEFT: The new Clinique Experience Bar offers
interactive, self-service sampling at Bloomingdales
59th Street, New York City