Estée Lauder case study.
ICP works across all skincare, make-up and fragrance products internationally.
Advertising
- Advertising campaigns created initially for the US market are transferred to ICP to manage the implementation in over 40 markets. Master files are set up to international standards with a proof returned to Estée Lauder US for approval.
- ICP build all artworks from these master files and supply markets with images for in-market origination or work with media agencies directly to fulfil schedules in key markets.
- All market orders are approved by Estée Lauder before being actioned by ICP. Materials are produced to an agreed global pricing formula, with any additional costs estimated to market for approval.
- Invoicing for all requests is direct to market.
Asset Management
- ICP have developed a password controlled image library to enable marketing personnel to view current creative programmes and materials.
- Images and advertisements can be downloaded in low-res and orders placed via the site for completed advertisements or individual elements in high-res format, including mechanical artworks.
- Orders are approved by the global Estée Lauder team before being actioned by ICP. All material costs are invoiced to market.
Mailer
- ICP are responsible for managing the bi-annual mailer program.
- Images supplied from the US are retouched to meet market requirements. Digital proofs of the retouched images are supplied to Estée Lauder for approval.
- Orders are placed through New York before being forwarded to ICP for implementation.
- Depending on the type of order, images are supplied to market along with artwork and colour proofs.
- All material costs are invoiced to market using the agreed global pricing formula.
Digital Photography
- As part of the image management programme, ICP undertake digital product and packaging photography for Estée Lauder along with any necessary retouching.
- Digital proofs are supplied to Estée Lauder for approval.