Move over, Avon; step aside, Mary Kay. There's an international sales force of money-hungry women that have banded together. JAFRA (a combination of the first names of the company's founders -- couple Jan and Frank Day) manufactures high-end cosmetics, skin care products, and fragrances. It markets them internationally through some 555,000 independent beauty consultants spanning about 20 countries. Products include skin cleansers and lotions, mineral makeup, vitamin tablets, home spa sets, and nail polishes, as well as a variety of products for men, teens, and babies. The company, established in 1956, was once owned by Gillette and in 2004 was acquired by Vorwerk & Co., a Germany-based direct sales company.
JAFRA primarily operates in the US and Mexico, as well as in the Dominican Republic, Germany, Brazil, Italy, Switzerland, Austria, the Netherlands, Russia, and India. The company distributes its beauty products in another seven countries. The company has been extending the reach of its operational footprint. JAFRA opened a 23-acre manufacturing complex in Mexico, which now serves as its lead production base, in 2010. Its state-of-the-art plant cost $30 million to build and has the capability to produce 200 million units a year.
The beauty company, headquartered in California, generates about 18% of Vorwerk's sales as one of several Vorwerk divisions involved in direct selling. It has worked in recent years to expand its operations across the US and worldwide with the help of its direct sales division. JAFRA's strongest market is Mexico, which delivered the largest portion of the company's contribution to its parent's bottom line. Brazil is another promising market where JAFRA is seeing improved selling opportunities. The country represents the cosmetic industry's third-largest market behind the US and Japan, so it's no wonder that JAFRA is banking on its 190 million citizens for growth and has established an office in the tony city of Sao Paulo. Banking on the same successes, JAFRA partnered with the Shahra family's Ruchi Soya Industries Limited to sell its products directly to customers in the country. The venture, which operates under the name JAFRA Ruchi Cosmetics India Private Limited, is based in New Delhi and is focused on first developing a presence in northern India.
In 2012 JAFRA is working to expand its men's products portfolio. To this end, the company was issued the Legend for Men Adventure trademark to market a line of fragrances for men.
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