We are also carefully mapping out opportunities to round out any gaps in our existing product lines. When
Bumble and bumble, our stylist-driven hair care brand, wanted to develop technologically advanced gels, the
brand mined both professional hair stylist and consumer insights and set out to create products that were
true to its edgy personality and would surpass anything offered by competitors. The results were Bb. Gel and
Gellac. Bb. Gel is a modern rendition of the old standby, but with flexibility, strength and brushable hold.
Gellac is a gel-lacquer for extreme hold and intricate styles with a lacquer hard, glistening finish. Both were created using advanced technology and are quickly becoming two of the brand's most in-demand products
for stylists and consumers.
OUR BUSINESS IN THE ASIA/PACIFIC REGION
GREW 14 PERCENT IN LOCAL CURRENCY AND
EXCEEDED PLAN IN FISCAL 2009.
CONCLUSION
Imagining, integrating and innovating are the tools that will position The Estée Lauder Companies to achieve our objectives of sustainable, profitable growth over the long term. Our commitment to building, growing and nurturing our brands will forever remain at the core of our business. In 2009 we began taking the steps that will allow us to prosper like never before. We are sharing our most effective systems and processes
across borders, brands and functions. At the same time, we are knitting together the fabric of our
infrastructure to be more efficient and cost-effective. We are innovating products, marketing strategies
and technologies to make women beautiful and appeal to our consumers in unexpected ways.
Though the past year presented many challenges, it encouraged us to draw upon our resources and work
together more closely. Our strong heritage of creativity and innovation, coupled with our commitment to
integrity and high performance, manifested almost immediately in our response to the changes in the market.
Together, we developed creative solutions, initiated new concepts and instituted new strategies to adapt our
business and respond to the global recession.
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