CASE STUDY
Restructuring Mary Kay Mexico’s Operations to Empower More Women as Independent Sellers
Client Background:
Mary Kay is a global cosmetics company known for its direct sales model, which provides opportunities for independent beauty consultants, predominantly women, to build their own businesses. In Mexico, Mary Kay has been a prominent player in the beauty and direct sales industry, but the company faced challenges in recruiting and retaining a larger, more diverse pool of independent sellers.
Challenge:
Mary Kay Mexico was experiencing stagnation in the number of new recruits joining as independent sellers. Despite the company’s strong reputation, they found it difficult to attract a broader demographic of women, particularly those from lower-income backgrounds or those without significant sales experience. The existing business model was not resonating with potential recruits, and retention rates among new consultants were lower than desired.
Additionally, Mary Kay Mexico faced increasing competition from other beauty and direct sales companies that were offering more flexible or digitally-driven opportunities. There was also a need to streamline operations to better support the growing number of independent consultants and improve overall efficiency.
Objective:
Our consulting firm was tasked with helping Mary Kay Mexico restructure its operations to:
Streamline operations to create a more efficient and responsive environment that would help consultants thrive and grow their businesses.
Attract more women to join as independent sellers, especially from underrepresented segments of the population.
Enhance retention rates by improving support, training, and incentives for existing consultants.
Our Approach
Understanding the Market and Consultants’ Needs:
We began by conducting a deep analysis of the existing consultant base, as well as understanding the barriers preventing new women from joining the Mary Kay network. Our team conducted focus groups and surveys to understand the challenges potential consultants faced in joining Mary Kay, such as:
Limited access to digital tools and support.
Perceived complexity of starting a business.
Concerns about the financial investment required.
Lack of confidence in sales skills.
Revamping the Recruitment and Onboarding Process:
We recommended a complete overhaul of the recruitment and onboarding process, focusing on making it more inclusive and accessible for women with varying backgrounds and levels of experience:
Mentorship and Peer Support: We introduced a mentorship program where experienced consultants could provide one-on-one guidance to new recruits, fostering a supportive community that helped boost confidence and skill development.
Simplified Onboarding: We redesigned the onboarding process to reduce complexity, offering a step-by-step guide for new recruits. This included an online platform with video tutorials, easy-to-understand product training, and an introduction to basic sales techniques.
Low-Cost Entry Options: To address concerns about financial barriers, we introduced a tiered entry model that allowed new consultants to start with minimal investment, with the opportunity to purchase product kits based on their needs and budget.
Digital Transformation:
Recognizing that the future of sales lies in digital tools, we helped Mary Kay Mexico integrate more digital solutions into their operations:
Social Media and Digital Marketing: We enhanced the company’s digital marketing efforts to enable consultants to promote products and recruit new members through social media platforms, providing tools for creating personalized content and engaging with prospects.
