Top Companies Report

24. Jafra Cosmetics

July 10, 2013

Westlake Village, CA

Sales: $600 million (estimated)

Key Personnel:  Hans ter Pelle, senior vice president and chief financial officer; Cecilia Yang, chief marketing officer; Dr. Pragna Chakravarti, chief scientific officer; Mari Loli Sanchez Cano, president, Jafra Mexico; Linnette Reindel, senior vice president of sales and marketing, Jafra USA

Major Products: Royal Jelly, Jafra Dynamics, Time Dynamics, Jafra Pro, Ultra Nourishing Gold Moisturizer, Time Dynamics, Jafra Spa, Royal Olive, Tender Moments (bath and body) Navigo, JF9, Adorisse, Jande, Eau d’Aromes, Valferra and Jafra Color.

New Products: Natural Bliss Brand, Oatmeal & Honey Collection–Smoothing Body Scrub, Nourishing Body Cream, Nourishing Hand and Nail Cream; Coconut & Lime Collection – Exfoliating Hand Scrub, Body Wash Gel, Hydrating Body Lotion, Moisturizing Hand Cream; Exquisite Collection Brand; Botanical Expertise Brand (hair care); Sunscreen Cream Broad Spectrum SPF 50+; Moisture Rich Lipstick; High Shine Moisture Gloss; (new packaging) Royal Almond, Rich Body Oil, Hydrating Body Lotion, Enriching Bath & Shower Gel.

Comments: The Beauty Bus Foundation and Jafra Cosmetics kicked off 2013 with a great start, building more than 4,500 “Bags of Beauty” to distribute nationally, the largest number of bags assembled to date. Joining Jafra Cosmetics at its 2013 National Conference, the non-profit foundation worked with thousands of Jafra Independent consultants, leaders and staff to build the Bags of Beauty to bring the lift and gift of beauty to those in need.

According to sources at Jafra, the company has a number of new products in the pipeline for 2013, including new packaging for its Tender Moments baby line, an SPF 15 foundation and a new skin care regimen, Advanced Dynamics.

Key product launches in 2012 were centered around reinforcing heritage brands and segmentation-building. The Jande EDT relaunch repositioned a heritage brand donning the name of the company’s founder. New fragrance launches such as Garden Fairy, London Girl & Jafra Man EDTs helped build its Youth Segment.

Jafra’s sales decreased in 2012, primarily due to the currency influences. Without currency influences, net sales rose approximately 3% compared to last year, said sources at the company. It has more than 589,000 consultants worldwide. Mexico is far and away Jafra’s biggest market, with the US a distant No. 2. The company has operations in 17 countries overall.
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