By  on April 18, 2008

Avon and Mary Kay might need to make way for a new competitor, Rodan + Fields, which is turning to direct sales after selling its prestige product line through department and specialty stores.

“It was hard for our consumers to come to a perfume counter and openly discuss their personal issues with the girl at the counter since acne is something that’s more personal and private,” said Katie Rodan, M.D., who founded the company six years ago with her business partner Kathy Fields, M.D. “We started to find out that people would hear about our products through their friends’ recommendations, which made us realize that this word of mouth type of business is best served by a direct-selling approach.”

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