The Estee Lauder Companies Inc. 2009 Annual Report
integrate

Very Hollywood Michael Kors advertisement.


OUR MORE FOCUSED APPROACH TO SHARING
CONSUMER INSIGHTS ACROSS BRANDS WILL
ALLOW US TO BETTER DELIGHT OUR CONSUMERS
AND PRODUCE PRODUCTS AND SERVICES THAT
ARE LOCALLY RELEVANT.

Ojon Restorative Hair Treatment.

Our brands today are sharing consumer knowledge in a more frequent and focused way. In Asia, we are leveraging consumer intelligence across markets to help us create and deliver products that are tailored to the needs of the Asian consumer. For example, in Japan, many women's greatest skin care concern is whiteness, while many Chinese women are more concerned with dryness. This focused approach to understanding what consumers desire and then creating products to address their specific concerns led to a 17 percent local currency sales increase in our skin care category in the Asia/Pacific region.