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The expansion of its Consultant network in France is a strategic objective for Mylene as the company approaches its 45th anniversary next year.

Having started in 1965 in Belgium with a unique line of bodycare, this family-run enterprise is described as the ‘unchallenged leader’ in the direct selling market in Belgium, the Netherlands and Luxembourg while growing steadily in France and Germany.

Today there are three divisions. The heart of the brand is Mylene Cosmetics, a range of high-quality and user-friendly products expanded from the original range based on the natural properties of mink oil (one of the co-founders was a vet who recognised the benefits of this distinctive oil).

Home & Interior sells cleaning products, bath and kitchen linen while City & Homewear offers high quality lingerie, sleepwear and clothing for the whole family. Quality and customer service are the two central principles upon which Mylene has built its reputation across all three divisions, a ‘dynamic company connected by the close-knit family atmosphere’ as the second generation now plays an increasingly important role in taking the company into the future.

The company’s objective in France is to increase the number of Consultants to 1,000 by 2010 and in this way further raise brand awareness and increase sales, part of a wider strategy to strengthen the network across all its markets. “France is an enormous market with potential for us to develop and grow in a big way,” said Jan Nonneman, International Sales and Marketing Manager.

“Our business model is based exclusively on home party selling through Consultants supported by experienced and motivated managers. The home party concept fits today’s society… it is interesting and can be adapted to suit the customer’s needs. Our products are designed and produced by us and presented at home parties only.
“Such an approach allows the Consultant to re-visit the same customer within a short period of time offering seasonal items to meet the customer’s requirements. A home party is friendly, informal and most of all, very effective from a business perspective. There is no obligation to buy but the system has proven its effectiveness through our unequalled success over many years. The customer can judge the quality and test the product before they buy, while our professional and well-trained Consultants can answer their questions and share all the relevant and necessary information,” added Jan.

The French operation has been evolving for the last 25 years and accelerated growth plans are seeing initial focus on those areas where the company is already well-known with a visible and well-developed sales network. Activity in the Rhone-Alpes areas is having a particularly noticeable impact with home parties booked in the mornings, afternoons and evenings as well as weekends which is usually the most popular time.

Mylene appeals to all social types, traditional and modern homes with more and more young households showing an interest. “If we can engage the younger generation through our convenience, quality and competitive pricing, then word will spread quickly and the Consultant will gain more loyal customers who
will ensure ongoing repeat business.

“Mylene is first and foremost a people company, operating a selling system designed to meet the needs of customers in a direct and exclusive environment. This allows us to build a loyal customer base and establish a long-term relationship based in mutual trust.”