Direct Selling in Venezuela

PROSPECTS

Limited product availability continues to hit the channel in 2017

Companies in the direct selling channel mainly sold imported products, which became unaffordable for the majority of Venezuelans after large value losses suffered by the domestic currency since 2015. The survival strategy followed by most international companies was to streamline their portfolios and retain only the most needed and popular products.

Beauty and personal care drives value growth

Beauty and personal care direct selling recorded a major rebound in 2017, driving the overall performance in direct selling. The largest players’ product portfolios included fragrances, colour cosmetics, skin care, hair care, deodorants, and bath and shower products.

Direct selling is projected to continue adapting for long-term survival

Direct selling is set to remain a significant retailing channel over the forecast period. Cultural preferences for this channel and strong company activity that will adapt to overcome the current troubles are two key variables that will support a positive sales forecast.

COMPETITIVE LANDSCAPE

Avon Cosmetics de Venezuela maintains its leadership

Competition was robust in direct selling with several large multinationals present in 2017. Avon Cosmetics de Venezuela CA led since 2015 when it took the top position from Corporación Belcorp de Venezuela CA.

Corporación Belcorp de Venezuela CA keeps the sophistication

Although Avon continued to consider Belcorp its main rival because of its attractive catalogues and innovative products, Belcorp had only a limited stock of products while some of Avon’s products sell thousands of units. Corporación Belcorp had the competitive advantage of three different brands – L’Bel, Ésika and Cyzone – that targeted different consumer groups and thus catered to all women with a broad product portfolio and price ranges.

Local producers will maintain their competitive edge

Due to short supplies of products, direct sellers continued to struggle to survive in Venezuela in 2017. Among top players, only Herbalife, Stanhome and Avon had local production.

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