Estee Lauder 2012 Annual Report Download - page 57

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LEFT: Ad for the new Tom Ford Sahara Noir fragrance
RIGHT: Jenna Menard, Clinique’s Global Colour Artist,
in action backstage at New York City’s Fashion Week
In fiscal 2012, we renewed our commitment to
strengthening our connection with consumers by
increasing our service delivery efforts. It has been
exhilarating to imagine new ways to evolve this
experience, integrating novel ideas and technology
into our stores and online points of sale. Across the
globe, we improved counter design, merchandising
and navigation, incorporating digital technology
and better refining retail experiences to match our
consumers’ shopping preferences.
Clinique has employed this concept with
tremendous success. Launched officially last year in
stores, the new Clinique Apple iPad® Skin Care
Diagnostic app allows consumers to identify their
specific skin care concerns and recommends
optimal product combinations designed for each
individual. The app offers more than 180,000
product combinations and encourages return visits
with personalized printouts and follow-up emails.
This year, it was introduced in Germany and
Holland, bringing individualized skin care advice to
more consumers.
In Europe, Darphin enhanced its selling navigation
system in the pharmacy channel, enabling new and
existing Darphin consumers to more easily identify
and try products that target specific skin concerns.
And in the United Kingdom, the combination of
smarter sampling, better High-Touch experiences
and effective consumer relationship management
programs is resulting in accelerated growth for
La Mer.
55
For more than 60 years,
our unparalleled High-Touch
services have distinguished us
from our competitors.