By  on May 16, 2008

It wasn't simply international wordplay when direct-sales beauty brand Ebel Paris switched its global name to L'Bel Paris this year.

Belcorp. Corp. — the firm's privately owned, 40-plus-year-old Lima, Peru-based parent — intended to send a powerful signal that its entrance into the U.S. market, where Ebel watches laid claim to the original moniker, wasn't an afterthought. L'Bel Paris has aspirations to build a force of 50,000 beauty consultants here in the next five years, up from roughly 7,000 today. Such growth would make it a formidable domestic direct-sales player that the likes of Avon, Mary Kay and Jafra would be forced to contend with.

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