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April 26, 1996 - Image 58

Resource type:
Text
Publication:
The Detroit Jewish News, 1996-04-26

Disclaimer: Computer generated plain text may have errors. Read more about this.

MICHIGAN'S #1
STANDARDS FOR EXCELLENCE
DEALER, ..RINKE

Direct Application
Beautifies Israel

1996 Cadillac Sedan DeVille

$11300 down

sr3

$2000 down

$3000 down

$475 mo. 5 432 mo. 5 389 mo.

,

EQUIPPED WITH: Chrome Wheels, Leather Seats,
ISB Package & Security System. 275 H.P., 4.6 Liter,
V-8 Northstar System. Anti-Lock Brakes, Airbank
System. Speed Sensitive Steering

Stk# T223065

1996 Cadillac Eldorado

EQUIPPED WITH: Chrome Wheels, Leather Seats,
Security System. 275 H.P., 4.6 Liter, V-8 Northstar
System. Full Range Traction Control, Real Time
Road Sensing Suspension, Speed Sensitive
Steering, Airbank System, Anti-Lock Brakes.

Stk# T613542

1996 Cadillac Seville SLS

24

I
'562 mo. '518 mo. '474

$1030 down

Months
Smartlease

$2000 down

EQUIPPED WITH: Chrome Wheels, Leather Seats,
Security System. 275 H.P., 4.6 Liter, V-8 Northstar
System.. Full Range Traction Control, Real Time
MO, Road Sensing Suspension, Speed Sensitve
Steering, Airbank system, Anti-Lock Brakes.

$3000 down

Stic# T822991

•GMAC SMARTLEASE 24 Mos. on Sedan DeVille & Eldorado, Sev lle SLS. First pymL, acquisition fee, Ref. sec. dep. of $500, phis down payment as shownabove on Sedan DeVtIle and ado., 52,300
on Seville SLS.; plate or transfer fee due on delivery.State & lux. tax addlional. Mt rimitatico of 24,000 on Sedan DeVRIe & Eldorado, Sev71e SLS. 15c per mile excess charge over km Cation. Lessee has
option to purchase at lease end. Sedan DeVile 526201, Eldorado 528,537, Se, ills 530282. To get total payments, mufti* payment by number of months.

R

INKE CADILLAC

I — 696 AT VAN DYKE

LLJ

A _

eneral

°tors

1917

7 5 8 — 1 8 0 0

If traveling west on 1-696, exit Hoover, follow Service Drive to RINKE.
If traveling east on 1-696, exit Van Dyke; take second bridge past Van Dyke over expressway to RINKE.

Open Mon. 7-9pm, Tues. 7-7 pm, Wed. 7-7 pm, Thurs. 7-9 pm, Fri. 7-6 pm

58

MASTER
DEALER

ATED TO
EXCELLENCE

RACHEL NEIMAN SPECIAL TO THE JEWISH NEWS

I

n the past decade, cosmetic
company representatives be-
gan going door-to-door in Is-
rael selling the latest in
makeup, lotions and perfumes.
First came Avroy Shlein, which
was followed by Justine Cos-
metics. Now, Avon, the world's
largest direct-sales cosmetics
company, has arrived in Israel,
offering makeup, perfumes,
moisturizers and a host of other
products to Israeli families.
Avon, a publicly traded com-
pany on Wall Street, is famous
for its campaign to bring the
makeup counter to the doorstep.
Founded in 1886, the company
was built on a base of sales-
women known as Avon ladies
who made house calls, offering
women personalized attention
as they sampled blushes, eye
shadows, powders and per-
fumes.
The Avon system has not
changed, but the image of the
image-making company has.
Once seen as an anti-feminist or-
ganization that pushed makeup
instead of equal rights, Avon to-
day ranks 270th among Fortune
500 companies, and has an an-
nual turnover of $4.3 billion in
merchandise, including cosmet-
ics, jewelry, lingerie and gifts. It
has also allowed self-employed
women to become representa-
tives in such faraway places as
the Amazon.
"We give women a tremen-
dous opportunity to build
their own business," says Ed-
wina Sorkin, Avon Cosmet-
ics regional sales manager
for the Middle East.
"(Avon) gives a woman
independence. She goes
to meet people, creates
her own business and
socializes, while at the
same time selling the
product."
As sales manager to
emerging markets,
Sorkin has traveled to
many different countries
to meet with Avon dis-
tributors or joint venture
partners. She has helped set up
Avon in Russia and the Baltic
States. Middle East markets in-
clude Egypt, Morocco, Jordan
and Saudi Arabia.
The structure of Avon in Is-
rael, which got started in Sep-
tember, is built around area
managers who cover one of the
initial 11 areas. Each manager
has representatives who sell
makeup door-to-door. Once a
product hab :,3en ordered by a
customer, the Avon representa-
tive places the order with local

distributor Alpa Cosmetics,
which promises to hand-deliver
the products within 10 days.
Ya'akov Brand, owner of Alpa,
says his company has invested
$3 million in setting up Avon Is-
rael, including a warehouse in
Karmiel, offices and computers.
Once a candidate is selected
by an area manager as an Avon
representative, he explains, "p11
she has to do is purchase a sam-
ple case and catalogues and she's
in business." Representatives
must also register as indepen-
dent businesses with the Tax
Authority and VAT, and can
then go on to invest in their busi-
ness, adding on to the range of
products they wish to demon-
strate to customers.
The prices for Avon products
are competitive with those in
stores, he says. And while there
may be tariffs on imports, "this
is true for the entire cosmetics
market. The prices are still rea-
sonable." A look through the
Avon price list bears this out.
With the exception of perfumes,
the highest-priced item is the
two-part Bio Advance skin reju-
venator. While Avon represents
the largest direct-sales cosmet-
ics company to set up
shop in Israel, it
is not the
first. Justine
Cosmetics
and Avroy

Shlein, both South African com-
panies, have been using direct-
sales techniques to sell their
products for years.
Justine (Israel), which spe-
cializes in skin-care treatments,
an up-market niche, began op-
erations over two years ago. Al-
though managing director Merle
Proos declines to reveal her sales
turnover, she says the company
has a direct sales network of
some 450 women all over the
country.
There are some clients from

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