Communications strategy

JAFRA Cosmetics

JAFRA Cosmetics is a new player in the German cosmetics market, producing high-quality fragrances, cosmetics, and anti-aging- and spa lines.

Background
A first glance through the key women's- and beauty publications soon reveals that the cosmetic market in Germany is cluttered, highly competitive and strongly driven by advertising. What sets JAFRA apart from their competitors is that their products are sold directly in the homes of their customers. Using this method, JAFRA wants to also convince within the German market and win customers as well as specialist consultants.

Strategy
What works with the customers also works for the PR campaign: showing the products personally and creating an immediate experience. Personal visits to editorial departments of women’s- and lifestyle magazines showcase the benefits of the cosmetics and explain the concept of home distribution to editorial staff.

Result
The approach – not only introducing the products but also explaining the home distribution concept – creates interest among the editorial staff. Leading women’s magazines report on JAFRA’s product innovation and about the career possibilities for women in the field of home sales.