Estee Lauder 2012 Annual Report Download - page 64

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supporting launches with dynamic and continuous
communications that stay close to each fragrance
brand’s core DNA. In Latin America, increasingly
locally relevant and more impactful communications
have helped fuel growth for both our Tommy
Hilfiger and Donna Karan franchises, while in
North America, dynamic social networking gives
consumers the chance to rediscover our Donna
Karan and DKNY fragrances again and again. As a
result, our Aramis and Designer Fragrances (ADF)
division continues to increase its profitability and is
further expanding its presence by filling in gaps in
under-represented areas, such as fragrances for
men and high-end luxury. In fiscal 2012, we
announced exciting licensing agreements for
fragrances with American luxury sportswear
brand
Tory Burch and Milan-based fashion company
Marni.
These strategic additions strengthen our ADF brand
portfolio and build on our global fragrance business
in the high-end segment.
In hair care, we have been pleased with the results
of Bumble and bumble, whose expansion last year
in U.S. specialty multi-branded retail environments
was tremendously successful. By bringing an
esteemed, professional hair styling brand to the
channel, we secured a place for prestige hair care
alongside makeup, skin care and fragrance in
this unique environment. This strategy is one we
are excited to expand across a range of products
and countries, including the United Kingdom and
other parts of Europe. We are committed to
working hand-in-hand with retailers to build the
prestige hair care pillar, providing credibility through
established salon networks, professional authority
and deep experience.
As with those in our other product categories, our
successes in hair care this year were partly the result
of breakthrough innovations. Aveda called upon its
strong heritage to introduce its newest hair care
system, Invati — Sanskrit for invigorate — which is
62
LEFT: Poppy Blossom, a new limited edition
fragrance from Coach RIGHT: Visual for
Bumble and bumble’s new award-winning
Bb.Straight product line