Advertise with fastmoving.co.za
 
 

The internet has changed the way women think about beauty and cosmetics but not, it seems, the value of personal face-to-face advice.
The internet has changed the way women think about beauty and cosmetics but not, it seems, the value of personal face-to-face advice.

Beauty remains the best performing direct selling sector

RETAILER NEWS

Issued by Meropa Communications On behalf of The Direct Selling Association of South Africa - Sep 7th 2017, 10:23

The internet has changed the way women think about beauty and cosmetics but not, it seems, the value of personal face-to-face advice. 

Figures just released by the Direct Selling Association of South Africa (DSASA) indicate that personal care and beauty is still the best performing sector in the industry, accounting for over 46% of the total direct sales during 2016.

“Personal care and beauty products generated almost R6-billion in sales during 2016, reflecting an increase over the previous year,” says Cornelle van Graan, chairperson of South Africa’s Direct Selling Association (DSASA).

She says although the internet provides tutorials, testimonials, reviews and cautionary tales there’s so much information available that online marketing hasn’t supplanted the personal touch when it comes to cosmetics and skin care sales.

McCann Bucharest conducted a global study which found that despite arming themselves with as much knowledge as possible women still get stressed when selecting beauty products.

“Direct selling has proven to be the best way to market personal care and beauty products. The recommendation of another woman during a face-to-face encounter is more likely to influence the choice of beauty product than a vlog or beauty blog.”

More good news for independent beauty consultants is that the beauty business is nearly impervious to recession.

McCann’s research indicates 83% of women worldwide view beauty as a ‘non-negotiable’ no matter what the economic conditions. Some 70% feel that being beautiful influences them getting what they want and 93% indicated that looking good improved their confidence.

According to McCann women in emerging markets are more likely to change their beauty routines. This provides local beauty consultants with a receptive market, particularly those selling cost-effective products, suitable for the South African climate and skin types.

“A broad range of quality personal care, skin care and beauty products are available to customers through our direct selling member companies,” says van Graan. “Also supporting beauty from within, nutrition should not be overlooked. Nutritional products are also available through direct selling.”

The DSASA represents 17 member companies offering a variety of personal care, beauty and nutritional products, these include: Amway South Africa, Annique Health and Beauty, Avon Justine, Ascendis Health Direct, Avroy Shlain Cosmetics, Azara Team Marketing, Canyon Organics, Forever Living Products, NeoLife GNLD, Herbalife Nutrition, Jeunesse, Mannatech, Nu Skin Enterprises SA, Sh’zen, Table Charm, The Art of Skin Care, and Watkins Valeur.


 

Read more about: sales | markets | dsasa | direct selling | beauty

Related News

Retail sales remain muted with consumers under pressure
20/09/2019 - 14:31
Retail sales for July marginally declined to 2 percent year on year as sales growth continued to reflect a muted demand in South Africa, with consumers’ discretionary income under strain.

Rhodes Food Group's turnover rises amid healthy international growth
16/09/2019 - 11:14
The international turnover of Rhodes Food Group, which makes Bull Brand corned meat and Bisto gravies, rose 13.4% in the 10 months to end-July, boosted by a weaker rand and exports of fruit snacks to the US.

4 reasons to be hopeful about South Africa’s economy
12/09/2019 - 14:40
Markets responded positively to South Africa’s economic growth rebounding in the second quarter, up 3.1%, and 0.9% for the year to June 2019.

Lego's sales bounce back with the help of Marvel superheroes
04/09/2019 - 09:11
Models of superheroes and villains from Marvel’s Avengers movies helped lift first-half sales at Lego, as the Danish toymaker continued its turnaround drive with investments in China, India, the internet and new stores.

Foschini's cash sales climb, but credit is under pressure
03/09/2019 - 13:58
The JSE-listed clothing retailer the Foschini Group [JSE:TFG] announced a 14.1% increase in cash sales in its South African operations in the first 21 weeks of 2020, while sales on credit only rose 0.9%.