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Press release from Business Wire

A New Beauty Brand is Born; The Estée Lauder Companies Inc. Unveils Osiao

<p class='bwalignc'> <i>Developed and Created in Asia for the Unique Needs of Asian Skin</i> </p>

Wednesday, October 03, 2012

A New Beauty Brand is Born; The Estée Lauder Companies Inc. Unveils Osiao07:00 EDT Wednesday, October 03, 2012 NEW YORK (Business Wire) -- The Estée Lauder Companies (NYSE: EL) announced this week the introduction of Osiao, a new brand developed for the unique needs of Asian skin. Osiao is customized to address every individual's unique skin concerns to renew skin's youthful luster and light. The brand was ideated and developed at IdeaBank, a division of the BeautyBank organization within The Estée Lauder Companies dedicated to new brand development, in conjunction with key colleagues from the Company in Asia and globally. The brand will debut exclusively in Hong Kong with Lane Crawford at the Canton Road and Times Square locations, starting in mid October. Simultaneously, the brand will launch with Cathay Pacific Airways, in which a tailored selection of products will be offered on their Hong Kong flights. Key products in the Osiao Illuminating Regimen “As a luxury skin care line developed in Asia, for the Asian woman, Osiao delivers on what they have known for centuries: radiant skin glowing from within is beautiful skin. We are thrilled to be able to offer her a truly unique and customized line of products that meets her desires,” says Veronique Gabai-Pinsky, Global Brand President, Aramis & Designer Fragrances, BeautyBank and IdeaBank. Five years ago experts at The Estée Lauder Companies Asia Innovation Center in Shanghai, China, set out on a mission to bring to life what Asians have always known – skin that reflects light is the truest beauty. Knowing that Eastern philosophy and Western science can be complementary in other fields, they applied the thinking to skin care and the pursuit of skin radiance. The culmination of years of pioneering innovation is Osiao. Experts in Traditional Chinese Medicine, Western Dermatology and Product Formulation Science from the East and the West joined together to form The Osiao Asia Skin Institute and focus solely on the science of skin light. They conducted extensive studies and in-depth analyses of the skin of thousands of Asian women in China, Hong Kong, Japan and Korea. These studies resulted in a unique understanding of the mechanisms of skin and how to restore skin's natural radiance. The scientists and dermatologists of The Osiao Asia Skin Institute created a complete protocol for optimum skin analysis: The Osiao Diagnostic Method. This proprietary diagnostic approach accounts for influencing factors both inside the skin and on its surface. Inspired by both Chinese medicine and Western dermatology, The Osiao Diagnostic Method measures an unprecedented range of parameters related to a woman's life, health and beauty, including age, lifestyle, environment, stress, fatigue, body condition, skin condition, exercise and diet. Now, for the first time, a specific recommendation of care can be assigned according to an individual's unique Skin Constitution™, along with a customized treatment plan, to reveal skin's true radiance. Osiao features a collection of 19 SKUs designed for topical application and complementary oral use, including the Inner Radiance Concentrate, a serum, Inner Radiance Essence Lotion, a watery lotion, and the Inner Radiance Beauty Tablets, all of which are specific to consumers based on Skin Constitution™. Additional products include a collection of rejuvenating moisturizers, cleansers and a mask. Products range from a suggested retail price of HKD 350 to HKD 1480. For more information about Osiao, visit osiao.com. The Estée Lauder Companies Inc. is one of the world's leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products. The Company's products are sold in over 150 countries and territories under the following brand names: Estée Lauder, Aramis, Clinique, Prescriptives, Lab Series, Origins, M•A•C, Bobbi Brown, Tommy Hilfiger, Kiton, La Mer, Donna Karan, Aveda, Jo Malone, Bumble and bumble, Darphin, Michael Kors, American Beauty, Flirt!, GoodSkin Labs, Grassroots Research Labs, Tom Ford, Coach, Ojon, Smashbox, Ermenegildo Zegna, AERIN Beauty and Osiao. Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50427919&lang=en BeautyBank Public RelationsAndra Mielnicki, +1-212-277-2278amielnicki@beautybankinc.comorAmy Gerken, +1-212-277-2275agerken@beautybankinc.com