JAFRA Cosmetics International, Inc.
Company Fact Sheet
About the JAFRA Brand
JAFRA Cosmetics International, Inc. is a leading manufacturer of beauty products, offering a whole range of skin care, fragrance,
color cosmetics and toiletries, with operations in 17 countries around the globe. The privately-held company has more than
550,000 Independent Contractors (Consultants) and annual revenue in excess of half a billion U.S. dollars. Since 2004, JAFRA
has been a member of the Vorwerk Group, a family enterprise established in 1883 with headquarters in Germany.
Worldwide Headquarters
2451 Townsgate Road, Westlake Village, CA 91361
Birth of a Global Company
USA- 1956
Germany
Austria- 1978
Netherlands
Switzerland- 1981
Italy- 1978
Russia- 2006
Mexico- 1979
BRazil- 2008
Indonesia- 2013
JAFRA’s Beginnings
Founded in 1956 by Jan and Frank Day in Malibu, California, JAFRA offers women a compelling income opportunity through
the direct selling of exclusive beauty products. JAFRA’s unique name was derived by combining its co-founders’ first names (JA
+ FRA). Jan and Frank studied the ancient beauty secrets of the Egyptians and the legendary Royal Jelly Milk Balm was born.
Royal Jelly became an overnight success and it has remained JAFRA’s signature product to this day.
Company Highlights
▪JAFRA
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offers more than 700 innovative beauty and skin care products that bring affordable luxury to the consumer through a
diverse and expansive portfolio. JAFRA’s overall philosophy in product development is a unique combination of science and
nature, resulting in effective and ecologically-friendly product formulations.
▪Product
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collections include Skin Care, Fragrance, Color cosmetics and Toiletries. Building on the success of the Royal Jelly
line which kicked off the business, JAFRA Skin Care has expanded to include innovative lines such as the unique Advanced
Dynamics regimens and the breakthrough cosmeceutical skin care line, JAFRA PRO.
▪JAFRA
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opened a new manufacturing complex in Querétaro, Mexico in early 2010. The $30 million plant is 256,000 square feet,
has 850 employees and manufactures over 1,500 SKUs.
▪JAFRA
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is committed to empowering women and enabling them to reach their full potential. JAFRA fully lives and embraces its
slogan: ‘freedom to be you.’
▪JAFRA’s
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mission is to transform the lives of millions of women around the world. The company has expanded its global
presence to include Asia, with market entry into Indonesia in 2013.
▪JAFRA’s
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parent company, Vorwerk, is a top Direct Selling corporation, ranking fourth on the 2014 DSN Global 100 List.
▪JAFRA
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has been listed as one of the top 100 beauty companies in the world and is number one in Fragrance Sales in Mexico.
JAFRA Executive Committee
Mauro Schnaidman President & Chief Executive Officer
Matt Petersen Senior Vice President & Chief Marketing Officer
Tony Prudhomme Senior Vice President & Chief Financial Officer
Mari Loli Sanchez Cano President of JAFRA Mexico
More information is available online at www.JAFRA.com.
Paulo Moledo President of JAFRA USA
Jackie Trask Senior Vice President, Worldwide Human Resources
Mark Funaki Vice President & General Counsel
JAFRA Cosmetics International, Inc.
The JAFRA Direct Selling Opportunity
Giving Women the Power to Transform their lives through Teamwork,
Choices and Success
Women are constantly seeking balance as they strive for a fulfilling life with financial independence. For many, the traditional
workforce does not fit their needs, so they search for other ways to set their own goals, earn extra income and be rewarded for
their achievements.
Over half a million women around the world have found a successful career selling JAFRA beauty and skin care products. They
have their own home-based businesses as independent JAFRA Consultants, which allows them to work at their own pace and
achieve a level of financial independence.
JAFRA has a reputation as a cosmetics and skin care innovator and has been listed as one of the top 100 beauty companies
in the world. The JAFRA brand offers a selection of more than 700 quality products within the Skin Care, Fragrance, Color
cosmetics and Toiletries categories.
Joining the JAFRA Family
Joining and starting a JAFRA business is easy – both financially and practically. It takes only a matter of minutes to join JAFRA.
Consultants don’t have to worry about taking out a loan, stocking inventory or paying for costly overhead. Joining JAFRA
means:
▪Consultants
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control their own schedules and determine the amount of time they devote to their business.
▪Consultants
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can choose to be their own boss or bring extra income into their family while maintaining a quality of life.
▪Consultants
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are able to find success regardless of age, education or background.
“Launching a small business can be expensive,” said Matt Petersen, Chief Marketing Officer of JAFRA. “JAFRA – and its direct
sales approach – has removed the financial barriers and the risks, so our Consultants can focus on maximizing their earning
potential.”
New Consultants automatically become part of a team of peers. In this nurturing environment, they learn marketing skills, build
new relationships and benefit from their team’s extensive marketing experience. Consultants receive:
▪Professional
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online sales and marketing tools
▪Access
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to frequent events, meetings and training seminars
▪Support
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from a corporate national sales team, whose mission is to work hand-in-hand with Consultants to help them achieve
their goals and dreams
Flexible Selling Model
Launched in 1956 in Malibu, California by entrepreneurs Jan and Frank Day, JAFRA experienced immediate success as a direct
sales company with a ‘home party’ marketing model. Over the decades, marketing has changed dramatically. JAFRA now
supports a variety of flexible and innovative selling systems for its Consultants, including selling one-on-one or in small group
environments, as well as marketing via websites, blogs and through social networking avenues.
JAFRA’s Company Slogan: ‘freedom to be you’
With the slogan “freedom to be you,” JAFRA celebrates the unique spirit within every woman, and all the things that
make her imperfectly perfect and individually beautiful. JAFRA believes in making confidence contagious, spreading
success and inspiring individuality.
JAFRA creates beauty products and business opportunities that cater to all that women
need, allowing them to explore, discover, reinvent and reveal their true potential.
“The sky is the limit with JAFRA,” said Petersen. “We’re committed to helping women
in all parts of the world reach their full potential, and our compensation program is
proof of this commitment. We offer our Consultants the opportunity for personal and
professional growth. Through their own efforts, they can transform their lives and
achieve the lifestyle they want and deserve.”
More information is available online at www.JAFRA.com.
JAFRA Cosmetics International, Inc.
Mission and Values
Our Mission
To transform the lives of
millions of women around the world
Our values
We Value People who...
Have passion to serve our customers
Develop leaders and leadership
Work together as a team
Act with
trust and integrity
Are inspired by the power of people
More information is available online at www.JAFRA.com.
JAFRA Cosmetics International, Inc.
JAFRA Executive Committee
Mauro Schnaidman
JAFRA President & Chief Executive Officer
Mauro Schnaidman is a seasoned Brazilian
executive and was appointed President and
Chief Executive Officer of JAFRA Cosmetics
International, Inc. in October 2013. Reporting
directly to Vorwerk’s Executive Board, Mauro
is responsible for the overall management of
JAFRA, which has an international network
of more than 550,000 independent Consultants worldwide. His
international expertise has spanned over 20 years in various
industries and continents. From his early executive days at Pepsi
and Unilever, to his management roles within Revlon and AOL, to
his most recent position as President of Sara Lee Coffee and Tea
Southern Europe, Mauro has contributed to major expansion and
growth within top companies throughout America, USA and Europe.
Mauro graduated from the Escola de Engenharia Mauá, and studied
Leadership at the IMD Business School and EDP at the University of
Pennsylvania – The Wharton School. Mauro is a member of the CEO
Council for the WFDSA (World Federation Direct Selling Association).
He is also an active member of WPO (World Presidents’ Organization)
and Ambassador of Barcelona in Los Angeles at Barcelona Global
Initiative. He is fluent in English, Portuguese and Spanish.
Tony Prudhomme
Senior Vice President &
Chief Financial Officer
Tony Prudhomme was appointed Senior Vice
President and Chief Financial Officer of JAFRA
Cosmetics International in September 2014. In
his current position and as a member of JAFRA’s
Management Board, Tony leads the Worldwide
Finance and IT teams as well as Global
Operations and is responsible for planning, implementing, managing
and controlling all financial-related activities of the company. With
his deep knowledge and experience in General Management,
Operations, Finance, Business Development, and Technology, Tony
is a valuable asset to the company. Prior to joining JAFRA, Tony was
the Chief Operating Officer and Chief Financial Officer at Beyond
Meat, a developer of new plant protein products. He previously held
the positions of Chief Operating Officer at Zodiac Marine & Pool and
Chief Risk Officer and CFO Latin America at Dole Food Company.
Tony received his B.S. degree in Accounting from California State
University, Northridge and is a Certified Public Accountant.
Jackie Trask
Senior Vice President,
Worldwide Human Resources
Jackie Trask was appointed Senior Vice
President, Worldwide Human Resources
in April 2011 and became a member of
JAFRA’s Executive Committee in July 2013.
In her current position, Jackie leads Human
Resources at the global level, driving the
accomplishment of worldwide business goals while cultivating
an engaging work culture and commitment from employees.
Prior to joining JAFRA in December 2006, Jackie led several HR
organizations or HR functional areas for companies, including Triad
Financial Corporation, Conexant Systems, Gateway and Pepsico.
She has been a Human Resources consultant for the Hay Group
and Towers Perrin. Jackie received a B.A. degree, Cum Laude from
Harvard University and her MBA from the Wharton School, with a
specialization in Strategic Human Resources.
More information is available online at www.JAFRA.com.
Matt Petersen
Senior Vice President &
Chief Marketing Officer
Matt Petersen was appointed Senior Vice
President and Chief Marketing Officer of
JAFRA Cosmetics International in August
2014. In his current position and as a
member of JAFRA’s Management Board,
Matt leads the Worldwide Marketing and
R&D teams in strengthening the JAFRA brand and optimizing
business results. After receiving his B.A. degree from Boston
College and beginning his career with the Walt Disney Company,
Matt gained extensive leadership experience through diverse
Marketing roles at Mattel and PepsiCo. Prior to joining JAFRA,
Matt held numerous high-level positions at Mattel and was most
recently Vice President of U.S. Marketing, a role in which he was
responsible for strategy, marketing programs, media and social
and promotional programs. Previous roles proved his creativity
and passion for marketing while demonstrating his strengths
in global branding, consumer-focused creative, portfolio
development and product packaging design.
Paulo Moledo
President of JAFRA USA
Paulo Moledo was appointed President of
JAFRA USA in April 2014. Reporting directly
to the CEO, Paulo manages the direction of
JAFRA’s USA market, while also contributing
to the overall growth of the company as a
member of JAFRA’s Management Board.
Paulo’s résumé boasts achievements in
high growth attainment, operating margin expansion, inventory
reduction, and significant external debt reduction. Prior to joining
JAFRA, Paulo served as General Manager for Avon Mexico
and Argentina, where he was responsible for sales, marketing,
communications, supply chain and finance. In addition to various
roles at Avon, Paulo previously held positions for companies
such as Ford Motor Company, Revlon and AOL. Paulo received
a Bachelor’s Degree in Economics from MacKenzie University in
Brazil and an MBA in International Business from the University
of Miami. Paulo is fluent in English, Spanish and Portuguese.
Mark Funaki
Vice President &
General Counsel
Mark Funaki was appointed Vice President
and General Counsel of JAFRA Cosmetics
International, Inc. in 2004. He became a
member of JAFRA’s Executive Committee
in January 2014. In his current positions,
Mark manages corporate legal affairs,
provides legal guidance on all aspects of the company’s
business and supervises all in-house legal staff. He has been
an asset to JAFRA since 2000, when he joined the company
as Associate Counsel. Prior to working at JAFRA, Mark was
an Associate at Cades Schutte LLP, where he practiced
corporate and transactional law. Mark received a B.A. degree in
Public Policy from Duke University and his J.D. from Vanderbilt
University Law School.
JAFRA Cosmetics International, Inc.
Company Timeline
A revolution in beauty
OUR HISTORY
began in 1956...
begins here...
1956
AUGUST 6th
JAFRA is founded by Jan and Frank Day.
The first JAFRA Beauty Party is held:
Jan and Frank make $26 and book
2 more beauty parties.
1957
Royal Jelly Milk Balm is introduced and
remains signature product line.
1961
Signature body care line, Royal
Almond, is introduced.
1966
JAFRA opens its own lab in
Santa Monica, CA.
1973
JAFRA becomes a
subsidiary of Gillette
Corporation.
Consultants: 5,000
Sales: US$ 4 million
1974
JAFRA opens its first corporate offices at
Warner Center, Canoga Park, CA.
JAFRA joins Direct Selling Association.
1977
1978
Jandé (made especially for Jan Day) debuts as
JAFRA’s premier fragrance.
Groundbreaking year for HQ in Westlake Village, CA.
Market Opens in Italy, Austria, Netherlands and Germany.
1979
Mexico market opens.
1980
JAFRA HQ Opening Ceremony in
Westlake Village, CA.
1981
VISION
Innovation and
Switzerland market opens.
Skin care line introduced.
1984
1985
Color Care Program (New Packaging, Supertones and
Tinted Moisturizer with SPF) is launched.
1st product brochure literature
featuring product pictures & pricing
available to Consultants.
JAFRA launches new PABA-free, oil-free, water
resistant
Suncare Line.
1986
JAFRA celebrates 30 years!
JAFRA introduces its Professional Nail Care Line.
1987
Introduced Skin Care Line (Generation II) for 4 skin
types + Hypoallergenic/Fragrance Free.
1991
Mexico reaches 100,000 Consultants!
1992
May 2nd
The city of Thousand Oaks
celebrates JAFRA Day!
1993
Men’s Skin Care Line is introduced.
Skin Care Line, Generation III, is introduced.
1994
European distributors established.
1995
1998
Time Corrector Night Moisturizer is introduced.
APRIL 30th
JAFRA is acquired by Clayton, Dubilier & Rice.
Consultants: 248,000
Sales: US$ 245 million
Continued Growth...
JAFRA milestones
2000
“Circle of Excellence” created to
honor top JAFRA Consultants
Worldwide.
Tech Beauty Service (TBS)
Skin Care line is introduced.
2001
Spa line, Tender Moments Baby
Line are launched.
2002
Royal Jelly Vitamins & Define Your Body are
introduced.
2004
JAFRA is acquired by Vorwerk & Co. KG Holding, the
World’s 4th largest direct selling company.
Consultant Base: 410,000
Sales Revenue: US$ $417 million
2005
Vorwerk celebrates 75 years in Direct Sales.
JAFRA ranked #5 in the Top 10 Global Fragrance Brands.
2006
JAFRA celebrates 50 years!
Russia market opens.
2007
Dynamics Skin Care line launches.
JAFRA ranks #5 among “Top 25 Private Companies.”
JAFRA ranks #9 among “America’s 500 largest Sales Forces:
Direct Sales.”
New Mission, Vision and Values Campaign launched.
A look to the
2008
FUTURE...
Royal Jelly Advanced with Sirtuin Activators & Cellspan
Complex introduced.
Brazil Market opens.
2009
Men’s Dynamics Line introduced.
Querétaro, Mexico Manufacturing
Plant opens.
Employees Worldwide: 1,657
2010
Consultant Base: 550,000
Sales Revenue: US$ 500+ million
India Market Opens.
New Corporate Website launched.
New Color Line introduced.
2011
JAFRA celebrates its
55th Anniversary!
JAFRA PRO introduced.
2012
Worldwide Corporate Social Media Strategy launches.
Introduction of beautifully revamped corporate and regional
websites.
JAFRA awarded DSA digital media for corporate.
2013
Indonesia Market opens.
JAFRA reaches out to younger demographics through
launches like JAFRA Vibe.
Vorwerk celebrates its 130 Year Anniversary.
Mauro Schnaidman joins JAFRA as President & Chief
Executive Officer.
2014
JAFRA launches Advanced Dynamics.
JAFRA rebrands with “freedom to be you” tagline.