Direct Sell - The MOMpreneur

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There are now Mary Kay Beauty Consultants in almost every
country in the world.
“There are 31,000 in Canada, and two million consultants
globally,” says Lynda Rose, vice-president of sales and marketing
for Mary Kay Canada and a 26-year veteran in cosmetics.
She describes the Mary Kay direct selling concept as the
best kept secret in the cosmetics industry.
Known for rewarding their top sales people with pink Cadillacs
and diamond jewelry, Rose rushes to correct the widely
held view of Mary Kay as an “old ladies” company despite its
perceived old-school ethics.
“Mary Kay is staying current. We overhauled our cosmetic
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in a bid to ‘go green’, she explains, noting Mary Kay Inc., is
totally debt free. “We try to keep it simple by not having tons
of ancillary products that people don’t need.”
Like most retailers, Mary Kay reps order product online
using the company’s trilingual website. In Canada, 98 percent
of all orders are placed online, ahead of the U.S. division with
82 percent or orders coming in via the web.
Avon is the company’s closest competition in the direct
sales market, with Shopper’s Drug Mart a rival in the retail
segment, and Clinique a close competitor in terms of its posi-
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habits of women in a bad economy.
“With cosmetics, you have a consumable product – product
women like and will use time and time again. They’ll buy
new lipstick or skin care cream, but might not buy a new
dress,” she says.
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Customer service is the other advantage of purchasing beauty
products, such as Mary Kay, from an independent consultant.
“Twenty six years ago, there were more retailers out there.
Eatons, Simpsons, Bretons, but particularly in the Canadian
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says. “Our good product, great prices and extreme customer
service allows a Mary Kay consultant to be their personal
shopper.”
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and follow up with customers two weeks post-delivery to
ensure the product meets their expectations.
“When they start, they get a GO kit, which contains consultation
guides, and access to online training where they join
the MKOC, or Mary Kay Online Community,” Rose explains.
“They’re put into a director’s unit and are invited to corporate
events and career conferences every year.”
Mary Kay also conducts an annual event, simply called
Seminar, with more extensive training, education and recognition,
which includes diamond Queen Bee brooches and the
keys to pink vehicles which now include Ford products.
“Direct selling is such a growth area for women. They can
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business income,” says Rose, who is also past chairwoman of
the Direct Sellers Association of Canada.
Mary Kay consultants can start their direct sales business for
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“There are not many businesses that do that, with the support
of a $3 million dollar corporation with a recognized brand
and training.”
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products, Liz Claiborne and many others, Rose has become
an enthusiastic direct sales fan.
“I love the industry because I can see successful stories
instantly. Our number one sales director in Canada is a young
lady in a town of 700 people. She sent her three kids to college
selling Mary Kay. It’s about empowering women, and Mary
Kay allows me to smile at women’s success.” �
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