By  on March 11, 2011

When Sephora USA ramped up its natural skin care assortment some four years ago, then vice president and general merchandise manager Mary Beth Peterson came across Jurlique and thought the brand’s formula, purity, packaging and effectiveness made it worthy of space at the specialty beauty retailer.

Fast forward to 2010, and those same qualities convinced Peterson that Jurlique had established a firm foundation to further build its U.S. business. The problem was the brand didn’t have a clear, resonant marketing message and had a disjointed distribution plan — both of which she considered fixable enough to feel comfortable accepting the job as Jurlique’s president for the Americas and Europe.

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