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Skin Is Skin
0/0*
South African cosmetics manufacturer
eyes Israeli market.
oho
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Southfield
he world looks very differ-
ent now from where Veron-
ica Devine sits.
A South African cosmet-
ics manufacturer who has lived
through economic sanctions, re-
cessions and political instability
in her country, Ms. Devine has
been able in 1994 to stick pins in
a map — Africa, then Europe and
the Middle East— and know that
vistas are opening before her.
Cosmetics are a fiercely com-
petitive world arena, and Ms.
Devine's company, Justine, is rel-
atively unknown. But South
African consumers have granted
Justine a 25 percent market
share, and Justine's projected
turnover for 1994 is in excess of
$25 million.
The firm employs 275 workers
and exports to 27 countries. Up
until now, exports accounted for
only 7 percent of turnover.
Ms. Devine intends to change
all that, and her recent visit to Is-
rael is just part of her strategy.
When this beauty therapist
says unblinkingly, "Skin is skin,
as far as I'm concerned," she is
talking about more than facial
treatments.
In 1991, her company qualified
for a South African Federation for
Business and Professional Award
as an equal opportunity employ-
er.
Ms. Devine and Justine have
helped sponsor awards and train-
ing for black women and teen-
agers in business, and Justine has
a reputation for advancing the ca-
reers of women.
Ms. Devine herself was nomi-
nated for 1994 Businesswoman
of the Year by the Executive
Women's Club of South Africa.
It's been, she says, "a most
magnificent year — the year of
the first flee elections in my coun-
try and certainly the most excit-
ing moment in my life."
Justine was started 21 years
ago "with no money" by Ms.
Devine and her late partner, cos-
metic chemist Paul Symes.
"I always felt I could earn my
own income," says Ms. Devine.
But she also got a real push the
day she questioned a commission
check.
She was then selling stationery
and paper goods and was told by
her employer not to complain. She
recalls his words most clearly:
"You're earning a very nice sum
for a woman."
The advice she gives to busi-
nesspeople today follows the same
principle she adopted 21 years
ago:
"We live in a society which is
very calculated, very one-sided. I
think people should learn to trust
their intuition and follow their
hearts."
Ms. Devine set out to cater to
women "who don't have a lot of
money to spend."
Consumer training about how
to use the product correctly also
was a priority.
The now-common practice of
using totally natural ingredients
was a novel approach in 1973.
"We did other crazy things,"
Ms. Devine says. "We decided not
to use expensive packaging, to let
the ingredients make up the bulk
of the cost."
Ms. Devine chose to sell not
through stores but by direct sales,
which she favors because "it cre-
ates jobs.'
"People should
learn to trust their
intuition."
—Veronica Devine
. In addition, she says, Justine's
direct marketing encourages peo-
ple to "discover how good they
are."
Sales in South Africa today are
conducted through 9,000 consul-
tants and 650 beauty salons. In
other countries, Justine sells
through retail channels.
"It depends on the country, the
distributor and on the amount of
customer education needed," she
says.
In order to penetrate the brand-
oriented Israeli mentality, mar-
keting in the country is carried
out by the one-on-one direct sales
method, by referral or appoint-
ment, and through beauty salons.
Makeover days at hotels also
are held.
"It is important for potential
customers to sample and feel our
products," says Ms. Devine.
Justine entered the market in
Israel some 18 months ago, fol-
lowing months of waiting for ap-
proval from the Health Ministry.
Merle Proos is Justine's Israel
representative, with some 180
consultants and a target of 500
consultants by the end of 1995.
Ms. Devine says South Africa
and Israel share similar problems
in terms of sun, heat, dryness and
humidity.
The coastal regions of Durban
and Cape Town prefer light, eas-
ily absorbed products, while in the
dry high altitude of Johannes-
burg, consumers require hydra-
tion.
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