Natura is a Brazilian cosmetics direct seller that was established in 1969. It is definitely not a newcomer. However, mostly because its operations were focused only in Brazil for many years, it is not as known as the world’s other larger direct selling companies.
However, it is the 8th largest player in the global industry as of 2015 year-end. Last year, Natura’s total sales was more than USD 2.4 billion. To compare, Natura’s sales volume is higher than companies’ like Tupperware, Nu Skin, Oriflame, Jeunesse or USANA that are familiar names to many.
There are not so many direct selling companies that start their journeys as big businesses from day one. Almost all are small and medium-sized enterprises (SMEs). In fact, many of them start as family-owned businesses. And they come with their limited resources and their own weaknesses, as well.
Here are several of the areas where those start-ups in the direct selling industry fail:
Angela Cretu graduated from the university in Bucharest, Romania in 1997 and from the London Business School in 2007. In November 1998, she began her career at Avon Romania as Sales Manager. In 2007, Angela became Avon’s Vice President South East Europe & Romania, leading a group of 10 countries. She, then moved to Avon headquarters in New York, as the Global Vice President of Business Model Innovation. She is currently Avon’s Group Vice President Africa & Middle East and GM for Turkey.
It has been more than two years now since we had a Q&A with you following your appointment to Turkey. What were the major challenges in your two years at Avon Turkey and in Turkey, in general?
Our focus was to understand the dynamic in the market and to engage all necessary resources to strengthen Avon’s position as iconic beauty brand and women empowering movement in Turkey. The main challenge was to drive the transformation in a macro environment that became pretty volatile last year but with our solid experience in this area and staying true to our vision we went through it successfully.
Getting the maximum benefits from a cooperation with a direct selling consultant is not an unrealistic expectation. And there are many companies that have achieved this and have been very happy with the results. However, this requires taking the right steps in looking for, contracting and working with a direct selling consultant.
This week we will cover this.
1. How do I understand if I need a direct selling consultant?
This week we feature an article from Fabio Piastrelli. He is one of the co-founders of Gera, a Brazilian software company specialized in IT solutions for direct selling. Fabio has more than 20 years of experience in the direct selling market, 10 of those working for Natura, the 6th largest direct selling company in the world. Piastrelli also is one of the first experts to talk about omnichannel strategies for direct selling sector in Brazil.
Guest Post by Fabio Piastrelli
The Future of Direct Selling Is Still Promising in Brazil
Depending on who you are talking to, you can get various responses to this question. Some would say a fortune is possible, while some others would tell that one can make a pocket money at most.
There are also others who take their stands on extremes, of course. Those on one end claim that a fortune is guaranteed and people on the other extreme say it is not possible to earn literally anything with network marketing.
But we have data from companies disclosing how much they pay to their representatives. Let’s check a few of them.
Legitimate direct selling and pyramid schemes have often been confused. While there are clear distinctions between the two, pyramid scheme promoters do everything possible to disguise what they really do and to represent themselves as legitimate network marketing activities.
This week we will go over some of the most frequently asked questions on this topic:
1. What Is a Pyramid Scheme?