Country Focus
May 2009
Chic and stylish – Nutrimetics has it all
NUTRIMETICS has all the necessary elements to make it the beauty brand of choice for the chic Frenchwoman, according to Country Manager Nathalie Coppola.
She believes a product line based on extracts of apricots and other fruits combined with luxurious packaging and high-class positioning gives the brand a head start over other beauty companies in a country where women are known for their love of style.
Skincare and make-up reflect Nature’s capacity to nurture and care for the skin as discovered by the founder of this American company over 50 years ago. Inspired by the story of a remote Himalayan community who used the oil from apricot kernels to protect their skin from the harsh mountain environment, he created Nutri-Rich Oil which remains at the heart of today’s product range.
Since then, the concept of NUTRI-tional cos-METICS has been extended to include the qualities of avocado, honey, almond, lemon, lime, papaya and oatmeal – a veritable feast of natural goodness that gives the brand its unique selling point.
The company opened in France in 1975 and is the largest in Nutrimetics European portfolio of markets. Beauty represents 85 per cent of the business with nutrition accounting for the remainder.
Nathalie believes the company is poised for huge growth thanks to its top-class positioning and growing network of highly-trained Beauty Consultants who offer one-to-one advice and education to ensure customers make the right choice. This bespoke service is another reason that makes Nutrimetics stand out and gives them an edge in the current economic climate.
“The CFT market in France is huge and the average spend on cosmetics is higher than in any other part of the world so there is at least one potential customer in every household,” said Nathalie. “My dream is for every one of the 36,600 communes in the country to have easy access to a local Nutrimetics beauty Consultant.”
Nathalie is aiming for a 10 per cent sales increase this year and first quarter started well with a rise of around five per cent. Recruitment is up by 104 per cent compared to the same period last year and while external conditions have seen a slight fall in the value of the average order, the high number of new Consultants means the company is maintaining sales and attracting new customers, which is vital for the future. The business model is primarily party plan.
Part of the strategy is to increase the number of District Managers by 50 (currently 120), in order to increase the number of Consultants by 600 by the end of this year versus 2008. Natalie said: “District Managers have a great earnings opportunity and we offer a car to those who achieve a certain level of sales – the car is new every year and is a popular incentive!”
The coming year will see even more focus on training and action planning in line with the strategic ‘road map’ unveiled at the start of the year. “Difficult economic conditions can be very good for companies like ours and morale within the sales force is very high. First quarter results were very good and the field sales team is proud to be part of a company that has clear vision and direction,” she added.
