Its owner, Clayton Dubilier and Rice, a New York private equity firm, hopes to sell the company for double the $200 million itpaid to purchase it from The Gillette Co. in 1998.
A direct-selling firm lesser known than rivals Avon and Mary Kay, Jafra was founded in 1956 by Jan and Frank Day at their home in Malibu, Calif. Now, there are approximately 400,000 consultants globally, and 80,000 of them work in the U.S. The majority reside in California, followed by Texas, New York and New Jersey.
The company claims a large Hispanic business in the U.S., with more Hispanic clients than non-Hispanic clients. Out of the 80,000 Jafra customers Stateside, approximately 45,000 of them are Hispanic. Consultants are also available worldwide in 25 countries.
In 2001, the firm reported sales of $380 million with $80 million of that coming from the U.S.
Jafra already offers cosmetics, skin care, body care and spa products and, in September, will branch into hair care for the first time. To do so, Jafra will join forces with hairstylist Kevin Charles, who has a salon in the Four Seasons Biltmore Hotel in Santa Barbara, Calif.
This month, Jafra is introducing the "Define Your Body" body treatment, a four-item line that includes a stretch mark corrector, cellulite treatment, body toning creme and bust-firming serum.
The company targets customers 30 to 50 years old. There are a number of ways that Jafra reaches its clients. Every two months, consultants distribute the latest company brochures and classes are held, also known as buying parties, where a client invites friends over for a beauty demonstration and to sample and order products. Jafra also uses event marketing, which includes setting up booths at events and trade shows.
Some of Jafra’s more popular items include Royal Jelly Milk Balm, a facial moisturizer, and Royal Almond, a body moisturizer. The Intensive Retinol Treatment is a new product that has received a lot of positive feedback, noted Lorna Paxton, senior manager of marketing, general division at Jafra. Other favorite items, she said, include its Elasticity Recovery Hydragel and the Home Spa Collection.
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)
@Pharrell and his wife Helen Lasichanh were among the stars that came out to celebrate @rimowa’s first pop-up concept shop. The space, which is located on Rodeo Drive in Beverly Hills, draws inspiration from airport luggage carousels and lounge areas – and features the company’s luggage and accessories. If the pop-up is successful it could pave the way for addition temporary shops throughout the world. #wwdfashion (📷: Owen Kolasinski/BFA)
@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
This Just In: Industry sources have told WWD that Anastasia Soare is rumored to be considering selling her beauty business, @anastasiabeverlyhills. According to those sources, Soare has tapped investment bank Imperial Capital to explore sale options for her eponymous beauty brand –– and with at least $340 million in net sales, this would be a big deal. Put in context of other recent transactions for makeup companies, Soare’s price tag could be in the billions if she were to sell the whole thing. #wwdnews #wwdbeauty (📷: @clint_spaulding)
@assouline’s latest book, “The Spirit of Bentley: Be Extraordinary” captures the adventurous attitudes and opulent lifestyles of @bentleymotors’ most creative owners and enthusiasts throughout the U.K. The 292-page hardcover has a section dedicated to showing its team of skilled artisans and photos of its most colorful owners, from George Bamford to designer @alicetemperley, pictured here by Aline Coquelle. #wwdeye
@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)