Estee Lauder 2012 Annual Report Download - page 58

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M.A.C’s Magic Mirror interactive makeup station is
one of the brand’s most innovative High-Touch
service initiatives. Developed for the traveling
consumer, it acts as a support tool for the makeup
artist to offer a more personalized experience. The
“mirror” provides product descriptions in several
languages and, when used in conjunction with a
makeup session, sends consumers on their journey
with an emailed digital photograph of their new
look and a customized list of products.
WINNING IN DIGITAL
We took our High-Touch approach to new digital
heights in fiscal 2012. In fact, a recent benchmarking
report named The Estée Lauder Companies the
most competitive beauty company in the digital
space. We increasingly see our online e- and
m-commerce sites as digital “flagship” stores
that offer unique opportunities for engaging
and customizing consumer experiences. Pulling
consumers to these sites and to our retailers is an
integral part of our strategy.
56
RIGHT: M.A.C Cosmetics Tumblr page featuring
content from Paris Haute Couture Fashion Week
Last year, our online
business globally grew by
24 percent, and today we
have over 340 marketing
and e-commerce sites across
more than 50 countries.