Frank Mineo, chief executive officer of Jafra Cosmetics International, has exited the direct-sales firm. Mineo, who became ceo last summer after a 13-year stint at Blyth-owned candles and accessories company PartyLite, told WWD a year ago that he would seek to enhance Westlake, Calif.-based Jafra’s relevance to younger consumers and increase the brand’s penetration in the U.S. But his efforts did not net substantial immediate revenue gains. Annual turnover at Jafra, which is owned by German direct-selling vacuum and kitchen company Vorwerk & Co., hit nearly $593 million in 2007, up around 5 percent from slightly less than $562 million in 2006, based on yearly euro-dollar exchange rate averages. Jafra has not announced who will replace Mineo as ceo.
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