Top Companies Report

27. Jafra

July 11, 2011

Westlake Village, CA


Sales: $521 million


$521 million

Key Personnel:

Friedrich Kroos, president and chief executive officer; Janice Jackson, senior vice president and chief marketing officer; Mari Loli Sanchez Cano, president, Jafra Mexico; Connie Tang, president, Jafra USA; Dr. Pragna Chakravarti, chief scientific officer.

Major Products:

Navigo Fragrance for Men 100ml, JF9 Cologne for Men 100ml, Legend for Men 100ml, Eau D'Aromes (for women) 100ml,Double Nature Cool 50ml,Royal Jelly 100ml and 200mland Face Protector SPF 40 50ml.

New Products:

Fragrance—Draumur, Zoogar, Skid Rock, Pastel Morat and Homem Do Mar; Makeup—Jafra Color Line; Skin Care—Ultra Nourishing Gold Gel, Anti-Fatigue products, Tender Moments “Beeutiful” Body Lotion with Royal Jelly.

Zoogar is the newest youth fine fragrance from Jafra.


It’s been a busy year, with an international scope, for Jafra. From donations to Vietnam villages to tapping a rising Bollywood star as a spokesperson, this company is aiming to take on the world.

Late last summer, Jafra donated a portion of its product sales, totaling more than $100,000, to help SOS Children’s Villages construct a new village in Vietnam. The donation is part of a larger gift to the SOS Children’s Villages that was made by Jafra’s parent company, the Vorwerk Group. The new SOS village is located in Quy Nhon, Vietnam and will open later this year. Providing round-the-clock, family-style care in 14 houses, the village will accommodate up to 140 children. Like all SOS Villages, the village structures will be built with sound ecological principles—using solar power, for example, to provide lighting and hot water.

In October, Jafra enhanced its online brand presence at with phase two of its website redesign, including a refreshed portal for the U.S. regional market and new personal websites for Jafra consultants.

According to the company, this new phase features a fully updated design with clean, contemporary images—seamlessly integrating with the look and feel of Jafra’s global corporate website hub, which debuted in February 2010.

A completely revamped US portal, in both English and Spanish, represents a template for eight additional regional portals that are slated to roll out during the next year, starting with Mexico. These regional portals are designed with the same Jafra brand imagery; however, each portal will offer that region’s most frequently spoken languages as well as information tailored specifically to highlight the products, programs, news and the business opportunity for that particular region.

Phase two of the website also introduces a substantially enhanced feature—personal websites for Jafra consultants. Designed for easy customization, these personal websites feature a consultant’s personal story along with pictures, images, beauty tips, promotions, product details and event information.

“Visitors to the Jafra website will most certainly enjoy an enriched online experience,” said Connie Tang, president, Jafra U.S. “Equally important, our consultants now have new interactive marketing tools to help them flourish in today’s marketplace, which allows them more freedom and alternate ways to promote and manage their business.”

Also in October, Jafra Ruchi Cosmetics India, the joint venture between the Ruchi Group and the parent company of Jafra Cosmetics International, Vorwerk Group, started operations in New Delhi, India.

Located in Connaught Place, the business is offering 53 Jafra products including the flagship Royal Jelly line and Jafra Dynamics lines as well as skin brightening and fragrance products selected specifically for the India market.

“We are confident that India will quickly become a leading growth market for Jafra’s worldwide portfolio. Our unique and competitive partnership with Ruchi has allowed us to fast track our market entry into India and will provide the foundation for success. Most importantly, the Jafra business opportunity will provide powerful income earning opportunities for many people in India who are looking for the chance to transform their lives,” said Jafra president and chief executive officer Dr. Friedrich Kroos.

In November, Jafra Ruchi Cosmetics India kicked off its launch there with a “Bollywood/Hollywood Spectacle” at the Kingdom of Dreams in New Delhi. The company introduced former Miss Universe and women empowerment advocate Sushmita Sen as its brand ambassador.

“I strongly believe and work towards women’s empowerment and Jafra’s brand philosophy speaks the same. This is one strong reason I opted to endorse a brand like Jafra. It is a brand which offers a wide range of skin care products but also provides a great opportunity for income and personal development to all its consultants,” said Sen.

In April 2011, Jafra Cosmetics International launched its new makeup artist-inspired color line in seven countries including Italy, Mexico, Russia, Germany, Switzerland, the Dominican Republic and the U.S., with a launch in Brazil planned for August. The collection features sleek packaging, state-of-the-art formulations and global shades for a wide range of skin tones, according to the company.

The new formulations offer perceivable benefits through nature’s best ingredients in combination with Jafra’s competencies in skin care, according to the company. For instance, infused with botanicals and vitamins C and E, the Full Coverage Lipstick combines brilliant color, a velvety finish, and long-wear for eight hours. The new Lash Maximizing Mascara dramatically volumizes, lengthens and curls with a patented cotton extract and vitamins B5 and E.

Other products include 11 new triple-milled eyeshadow trios, three new blush shades, and 11 new nail lacquer shades. Specifically for darker complexions, the line features a cream concealer in one new shade and SPF 10 makeup in three new shades. The jewel of the deeper skin tone assortment is the Dark Imperfection Corrector, a moisturizing concealer that corrects discoloration and hyper-pigmentation.

Related End-User Markets: