1 - Estée Lauder Companies



PRODUCT KNOWLEDGE

SMOOTH INFUSION™ STYLE-PREP SMOOTHER™

Smooth Infusion™ Style-Prep Smoother™ is a prep product that helps protect from heat styling, smooths, and defends against humidity. Apply a small amount to damp hair, concentrating on the ends.

Additional Benefits:

• Creates smooth surface on hair – exclusive plant blend of organic aloe, maize and guar bean

• Defends against humidity for up to 12 hours – tapioca starch

• Protects against surface damage from heat styling – hydrolyzed wheat protein

• Creates instant results guests can feel on their hair

• $24.00 for 3.4 fl oz/100 ml

DID YOU KNOW?

• 4 in 10 women have frizzy or unmanageable hair.

• Smooth Infusion™ Style-Prep Smoother™ is #2 on our list of top 10 sellers.

• Both Smooth Infusion™ Style-Prep Smoother™ and Control Force™ Firm Hold Hair Spray deliver humidity defense.

National Advertising Support

• Aveda will be running a year-long national ad campaign in the United States and Canada for Smooth Infusion™ featuring Style-Prep Smoother™. These advertisements invite the guest in to participating stores and salons for a free 3-step sample pack of Smooth Infusion™ products containing a 10ml shampoo, conditioner and Style-Prep Smoother ™.

October – December Issues

• Shape, ELLE, People StyleWatch, SELF, Marie Claire, O The Oprah Magazine, Allure, Lucky, Interview and more.

GUEST OFFER: Mention the ad and receive a free Smooth Infusion™ sample pack trio at participating stores and salons. Readers may also visit magazine to print a coupon to redeem the sample offer.

Magazine Numbers

Shape 866.824.1547 shape

Elle 888.288.0006 elle

People StyleWatch 800.627.4175 peoplestylewatch

Self 866.884.7723 smag

Marie Claire 800.374.4175 marieclaire

O, The Oprah Magazine 800.409.7229 omag

Allure 888.288.0004 all

Lucky 866.884.7724 luck

Interview 866.823.1428 interview

People 866.884.7726 ppl

The second big push (hitting mid-October) will include all of the magazines listed above plus . . . .

Vogue 866.884.7725 vog

InStyle 800.937.4175 is

Natural Home 866.824.1553 smooth

Real Simple 866.823.1427 rs

Elle Canada 888.247.7772 ec

Flare 866.884.7727 flare

Fashion 866.884.7728 fashion

LOULOU 866.884.7729 loulou

The magazines in italics are Canadian publications. Please note: all Canadian concept locations will be receiving samples. They will not be getting them until October 2010.

HOW TO HANDLE TO CALL

1. Use standard Aveda greeting ‘It’s a great day at Aveda. This is ____________. How can I help you today?’

2. Visit either website (see below screen shots) to view participating locations. On both screens, please make sure ‘Pure Privilege Location’ is selected before you search.



(e.g. marieclaire, instyle, elle, etc)

[pic]

3. Provide guest with at least 3 locations (if applicable) and telephone numbers so they can call prior to visiting. Internal only information: Experience Centers, Institute and Lifestyle salons will have more samples than say a concept salon.

4. Use standard closing ‘Is there anything else that I can do for you today? Thank you for calling – have a great day!’

FREQUENTLY ASKED QUESTIONS

Q. Can you mail the samples directly to me?

A. “This offer is an instore/salon offer only. We regrettably did not receive any of them as they were sent directly to our participating locations.”

Q. Why is your number listed if you cannot send them to me?

A. “Great question! Our number is listed as a reference to help you find the nearest participating location.”

Q. There is not a location close to me. How can I get the free samples?

A. “If there is not an Aveda location near you, with an order of $30.00 or more on , you can redeem the offer for your free Smooth Infusion 3-piece sample pack and free shipping by entering the offer code SMOOTH at checkout.”

Q. The locations you just provided me with are not the ones I visit. Will they have the samples?

A. “The locations I provided are listed as participating. We invite you to contact the location you frequent prior to visiting to check availability.”

Q. I don’t have coupon. What should I do?

A. “Simply mention the ad and receive a free Smooth Infusion™ sample pack trio at participating stores and salons. A coupon is not necessary.”

Q. I just went to a participating location and they were out of samples.

A. Check to see if the location is participating. State the following “I would be happy to contact the location you referenced to find out additional information for you. Do you mind if I put you on hold for a moment so I can contact them directly?” Wait for them to respond ‘yes or no’ prior to placing on hold.

“Before I place you on hold, can I get your first and last name along with a daytime phone number in the case we get disconnected?”

Go back to the guest. “Thank you for holding.” Relay the information to the guest.

*Refer to the Escalated Caller process if the caller becomes difficult.

*ESCALATED CALLER

Should the situation become escalated, please provide them with the contact information for Aveda Consumer Relations at 1.800.328.0849 during the hours of 8:00-5:30PM CST. We would be happy to listen to their comments about the offer.

Additionally, we do have a limited number of samples in Aveda Customer Relations for escalated challenges. Please do not relay this information to them as we will use our discretion on who is to receive them.

Q. The location I just visited required a coupon or required me to book a service in order for me to receive the samples.

A. “The advertisement states that mentioning the ad is sufficient. Can you please provide me with the name of the location so I can follow-up with the personally?”

Follow the process above for placing the caller on hold.

Contact the location they are referencing and find out where there was a disconnect. Ask that they kindly set aside a trio offer for the guest.

*Refer to the Escalated Caller process if the caller becomes difficult.

Q. I do not have a car or access to a computer. How can I receive this offer?

A. “The offer was designed for you to visit a participating location or to receive the samples and receive a mini-consultation on how the products will benefit your hair. Regrettably, we did not receive the samples here so I am unable to send them directly to you.”

*Refer to the Escalated Caller process if the caller becomes difficult.

Q. I received the samples and I do not know how to use them.

A. Apologize and find out the location they visited. Refer to the ‘Knowledge Check’ document and for product usage and benefits. Fill out a GCC Documentation Form and follow the designated process.

Q. I think the advertisement is misleading.

A. “Thank you for taking the time to share your comments with me. Your voice is the most powerful feedback we have. Every consideration is given to our customer's comments. We will be certain to relay your feedback with the Advertising team.”

*Refer to the Escalated Caller process if the caller becomes difficult.

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