Sales: $546 million
Friedrich Kroos, president and chief executive officer; Janice Jackson, senior vice president and chief marketing officer; Mari Loli Sanchez, president, Jafra Mexico; Connie Tang, president, Jafra USA
Ultra Nourishing Gold Face Cream, Orange and Vanilla Holiday Line, Body Shaping Gel, Royal Pomegranate Body Care Line with Pomegranate Extract, Tender Moments Mommy and Baby Fragrance, Legacy Collection Color Compacts, Tender Moments Lavender & Chamomile Line, Intensive Cracked Heal Balm, Intensive Callus Remover, Anti-Fatigue Energizing Mask, Anti-Fatigue Gel Cream, Royal Jelly Eye Capsules, Plumping Lip Gloss, Detox Shampoo, UB Love for Him & Her Teen Fragrances, Facial Boosting Mask
Jafra’s newest moisturizer contains real gold.
High Pigment Eyeshadow, Elasticity Recovery Hydrogel, Ultra Nourishing Gold Gel, Jafra Color, new hair color line, City Lights body & color lines, Blazon men’s fragrance, Seascape color line, Eau De Aromes Splendor women’s fragrance, JSport Extreme men’s fragrance, Tender Moments Baby hair gel, Beauty Rituals body care
Jafra is taking a global approach to building its business–and it shows, as its annual net sales rose 5%.
According to president and chief executive officer Friedrich Kroos, “As we begin a new decade, it’s apparent that Jafra is growing. We’re opening new markets, unveiling new product brands, inaugurating a major manufacturing center, re-launching our websites and bringing on new consultants. Our goal is to become a $1 billion international direct sales organization by 2014.”
In February, Jafra enhanced its online presence with a redesigned global corporate website hub located atjafra.com. Featuring Jafra’s roots in Malibu, CA, the new corporate website showcases a contemporary design, California-casual images, colorful graphics and conversational-style content along with a modern, fresh and stylish message, according to the company. Over the next year, the company will roll out two additional phases of the website. Updated regional websites and consultant personal websites are slated for the third quarter 2010, followed by a web portal that provides consultants with a sophisticated system of “real time” tracking and a host of business communications tools.
Also in February, Jafra opened its new $30 million state-of-the-art manufacturing facility in Querétaro, Mexico. The 23-acre complex is now Jafra’s lead manufacturing facility, employing 800 people and supplying its worldwide sales and operations in 17 countries. The facility is 50% larger than its previous plant and can accommodate annual production of up to 200 million units, according to the company.
Featuring green technologies and modern infrastructure, the 254,000-sq.-ft. plant complies with the most stringent standards for cosmetic production, the company said.
“This world-class manufacturing facility enables us to meet the growing demand for our existing products and we have the added flexibility and capability of easily handling production of future product lines,” said Kroos. “At Jafra we’re committed to excellence in quality, service levels and costs. Innovation is built into every phase of our business and the Querétaro manufacturing center is a direct reflection of this philosophy.”
Construction of the complex took less than a year and was completed within budget.
In Fall 2009, Vorwerk (Jafra’s parent company) announced plans to enter the Indian marketplace by partnering Jafra Cosmetics with Ruchi Soya Industries Limited, a multinational corporation. The news was officially announced at the Vorwerk group financial press conference.
“Ruchi has an outstanding logistics network and infrastructure at its disposal in India. The new company, Jafra Ruchi Cosmetics India Private Limited in New Delhi, will sell Jafra cosmetics direct to customers in India, initially using the Ruchi distribution network to build up customer contacts,” commented Walter Muyres, a managing partner at Vorwerk.
The main focus of activities will initially be in northern India, with the new company based in New Delhi. The company also plans to roll out a line of ayurvedic skin care products within the next year.