Estee Lauder 2012 Annual Report Download - page 66

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97 percent naturally derived and helps reduce hair
loss due to breakage by 33 percent after 12 weeks.
Supported by the brand’s first-ever television
campaign, Aveda’s Invati collection had a terrific
reception and contributed to a lift in our overall hair
care sales.
Bumble and bumble’s new award-winning Bb.Straight
product line combined consumer insight and
exclusive technology to bring custom straightening
without formaldehyde, cysteine or lye to the market.
The launch was one of the most successful in the
brand’s history. Combining creativity and innovation
with further expansion in both the professional
and retail arenas, we are confident that Bumble and
bumble will maintain, and grow, its status as a global
styling authority.
Ojon has also helped redefine hair care through
a strong emphasis on innovation in repair. With its
Rare Blend Oil, the brand brings the quality and
high-performance of age-defying serums and
premium skin care products to the hair care arena.
Two years
ago, we focused the Ojon brand on
treatment-oriented hair care. This year, we worked
to build brand awareness and
expand the consumer
base, leveraging print and digital advertising with
a breakthrough marketing technique for hair care —
the digital “send-a-sample”
app — to allow
consumers access to try the brand’s products
for free.
64
RIGHT: Aveda Salon and Spa signature therapies
are the ultimate in High-Touch service
We are building the
capabilities and modernizing
the systems that should
allow us to leverage our
greatest growth opportunities
for the long term.