The pink ladies of beauty

Last Saturday, Mary Kay (Phils). Inc. celebrated its third anniversary with a whole day open house at one of the country’s most expensive hotels. Many of the company’s 20,000 registered beauty consultants and 63 sales directors–dressed in shades of pink– showed up. And so did many other women who wanted to sign up as direct sellers of Mary Kay cosmetics, scents, and skin care products.

"The company’s vision is to enrich women’s lives by offering unlimited potential for financial independence, career advancement, and personal fulfillment. It also has a well laid-out plan for career growth. From beauty consultant level, one can advance to sales director (through sales, team-building skills, and personality development), before reaching the top as national sales director," said general manager Bernard Mercado.

This July, Mercado is bringing his top sales performers to the United States for the company’s annual recognition awards where top performers are individually crowned as queens (complete with tiaras and a bouquets of flowers) and are seated in high-backed thrones. Pink Cadillacs, the company’s trophy on wheels, are also given away.

Big market

Mary Kay Inc. was started 40 years ago by Mary Kay Ash, who sold skin products developed by a hide tanner or someone who transforms the tough hide of a cow into soft glove leather.

The Philippines was one of the last overseas subsidiaries that Ash lived to see open. Three years into the business, MKPI is among the top four top-selling direct selling companies in the country. An estimated P20-billion industry, direct selling in the country grew by 15% last year compared to the 2.5% to 3% growth of the retail sector.

"We are strictly a personalized beauty company and every order is placed with our established sales consultants," Mercado said. "Our products are more expensive than Avon but cheaper than Clinique. They are not sold on installment basis and neither are they retailed in stores, which would eat up on the business of sales consultants," said Mercado.

Market position

Key to MKPI’s success is its sales force, who make money from selling Mary Kay products and from recruiting others to join the business.

"We want to give women the highest earning capability in the country. It just takes P1,500–the price of a Mary Kay sales kit–to join us," said Mercado.

Beauty consultants are taught not only how to sell a 200-plus product line but also how to conduct facial sessions.

"What makes Mary Kay different from the other cosmetics and beauty care company is that it personalizes the beauty process through skin care classes. Originally called beauty shows, skin care classes have become a Mary Kay hallmark," said Mercado.

Now in 33 markets in the world, Mary Kay has enriched women’s lives in three ways: by helping them look great; creating financial success, and a balanced life. It is considered one of the top 10 companies for women to work for by Forbes magazine.

The proof is in the paycheck at the end of the month. Worldwide, May Kay Inc. has 150 women in its independent sales force earning $1 million in career commissions.