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While continuing to ignite our imaginations, we never lost sight of the fact that, despite a difficult economy,
devoted consumers recognize the necessity of maintaining their skin care regimens. The Estée Lauder
brand acknowledged this desire and reinforced it with a multi-touch, global marketing campaign
to launch its reformulated Advanced Night Repair Synchronized Recovery Complex (ANR). The brand
also understood that another way to communicate its high-performance promise to consumers was by
incorporating cutting-edge, 21st-century technology into the next generation of this iconic product. This
message appealed to the consumer with both science and emotion with the headline, "DNA Damage.
Is it aging your skin too fast? Our scientists definitely think so. New. Advanced Night Repair. The revolutionary
new formula beautiful skin can't live without." The newest version of ANR is already shaping up to be one of
the most successful launches in the brand's history, proving that the "little brown bottle" continues to have
a loyal global following 27 years after its initial introduction.
As a Company, we used our collective imaginations to satisfy our consumers' ongoing quest for information
and responded to their increasing desire to learn more about our products, often before making a purchase.
We provided a range of options for them to learn about, and buy, our products through a wide array
of digital experiences. The Bumble and bumble brand, for example, launched its first e-commerce site
and it has already exceeded plan. In other efforts to expand and improve our e-commerce capabilities,
Estée Lauder and Clinique launched web sites in China and M·A·C debuted a web site in Korea.
The online universe is rapidly expanding with a number of exciting marketing initiatives, particularly in the
growing realm of social media. On sites like Twitter, Facebook and YouTube, many of our brands built
increased capabilities to attract new consumers and keep existing ones up to date on their latest news.
Our Bobbi Brown brand, which speaks directly to women about beauty and self image, launched a Twitter
profile (@AskBobbiBrown) which allows the brand's makeup artists around the world to answer questions
and communicate with consumers directly. In addition to providing a new way to evolve our signature
High-Touch personal service, Twitter allows Bobbi Brown herself to engage with fans and share the brand's
philosophy. As the first of the Company's brands to launch a Twitter page, Bobbi Brown's micro-blog was
named to the Cosmetology School Guide's "Top Fifty Stylish Beauty and Makeup Blogs."
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