Mary Kay
This article was originally published in The Rose Sheet
Executive Summary
Entering Brazilian market in June with the launch of a 130-SKU personal care collection consisting of a full range of skin care and specialty products, and limited makeup items. The selection of products reflects the greater emphasis in Brazil on skin care rather than color, Mary Kay said, but the direct-sales marketer will consider introducing its full 200-SKU makeup line after evaluating initial response to the collection. Mary Kay decided to move into Brazil because of its high growth potential and because it is a region where women traditionally have not had employment opportunities. Mary Kay already has hired 35 consultants in Brazil. The firm also said it is confident currency issues in the country have been resolved, making the country a more attractive market. The firm has had a South American presence since 1980, when it entered Argentina, and has a foothold in Uruguay (1984) and Chile (1989). The company hopes international sales will eventually comprise 50% of Mary Kay's $2 bil. in annual retail sales, up from its current 21.7%. Mary Kay has 500,000 sales reps worldwide...