Estee Lauder 2014 Annual Report Download - page 29

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27
#TIPSANDTRESSES
We believe e-commerce and m-commerce will continue to be the fastest-growing prestige beauty
distribution channels worldwide for years to come. This past fiscal year, we made great strides in reaching
consumers online, on their phones and through social media platforms. We are generating impressive
sales through our many e-commerce channels, such as those in the United States and the United
Kingdom, and are the number one prestige beauty company on several major retailer websites: Estée
Lauder is the best-selling prestige beauty brand on four out of six major retailers’ e-commerce sites in
the United States, and M·A·C holds leadership positions on several United Kingdom e-commerce sites.
We are applying what we have learned from our digital success in the United States to other markets
around the globe. In China, digital sales are reshaping the retail landscape, with our online beauty sales
doubling this year. Clinique launched a flagship brand store on Tmall in China, a Chinese-language
shopping platform, and attracted more than 100,000 new consumers to the brand in the first year. Many
of those consumers live in smaller Chinese cities where we have little or no distribution, and they were
introduced to the brand on this platform. Building on that success, Estée Lauder has launched its own
store on Tmall in China, and Origins will follow later this year.
OUR DIGITAL
SUCCESS
In a first-of-its-kind collaboration within our brand
portfolio, Estée Lauder and Bumble and bumble
teamed up to create hair and beauty content that
appeared on both brands’ social media platforms.
Using the hashtag #TipsandTresses, the brands
used posts and videos to teach fans how to use
Estée Lauder and Bumble and bumble products
to create such looks as “Beachy & Bronzed.” The
collaboration drew 4,000 new Instagram followers
to each brand in just five days, underscoring the
payoff for our digital creativity.
Left: Clinique Cheek Pop blushes offer vibrant yet natural-looking cheek color that appears virtually powderless.
Right: Estée Lauder and Bumble and bumble engaged consumers with an innovative collaboration leveraging each other’s Instagram accounts.