By studying global travel patterns, we are able to frequently interact with our consumers in their native language and appeal to them with products they find especially desirable. We have strategies focused on consumers who purchase in this channel, in stores at their travel destinations or when they return to their home market. In addition, we have identified opportunities to expand our online portfolio around the world, resulting in growth in this channel.
We are particularly focused on travel corridors that are frequented by consumers from key emerging markets. We recognize that many consumers from emerging markets are introduced to our brands while traveling or abroad. Travel Retail continues to be an important cornerstone of our strategy to reach these consumers, particularly as destinations and traffic patterns shift.
We are continuously developing services to pamper travelers who are pressed for time. For example, Estée Lauder introduced Three-Minute Beauty including the popular Fatigue Fighter, which teaches travelers four simple steps for brightening the eye area. Similarly, La Mer’s Arrive Hydrated skin care regimen suggests specific La Mer products for use while preboarding, as well as for a pampering pick-me-up during flights.