RIO DE JANEIRO - Adopting the same door-to-door sales approach as rivals such as Avon, Mary Kay and Natura, cosmetics brand Sara Lee is planning to introduce its 'House of Fuller' line into Brazil's highly competitive $2.9 billion cosmetics market. The direct sales strategy is particularly effective in Brazil, where at least 80 percent of 1.3 million people working nationwide as door-to-door sales consultants work with cosmetics. Mary Kay, for instance, which currently fields 4,200 door-to-door sales reps, expects this number to multiply to 11,000 this year. Nu Skin, meanwhile, has an army of 8,000 people. Sara Lee, the world's No.7 direct sales company, is present in 17 countries worldwide and employs more than 700,000 sales consultants. Much bigger however is local brand Natura, which employs 260,000 people selling the brand's range of cosmetics, vitamins and perfumes. Separately, Wella International-owned Sebastian, is introducing Collection and Laminates brands in Brazil.
Copyright January 2001, Crain Communications Inc.