There seems to be a line drawn in the direct-selling industry between the two types of companies out there; those that focus on customers and products and those that focus on the distributors and their income.
With the recent pressure on the DSA to make serious progressive changes and the Ackman/Herbalife battle, it comes as no surprise that more and more Americans are looking at the home party company model — companies that have stood the test of time like; Avon, Mary Kay, Tupperware, and Pampered Chef.
But what is happening in the home party company that is relatively unknown to veterans of direct-selling industry is the unique twists these companies are taking to propel them forward into the future. Is it possible that these very companies that are flying under the noses of veterans will be the ones that are standing at the forefront in just a few short years? Only time will tell. One thing that can't be argued; these home party companies aren't dealing with the slue of issues many of the income focused companies are, mainly being the FTC's pyramid scheme investigations.
When so many giants in marketing like Amazon, GoDaddy, and others are offering free affiliate sign ups what's to keep an individual motivated to pay money for their home based business? A party.
1. Mía Mariú* isn't selling anything new. It's a beauty based company for the woman that encourages female entrepreneurs to get together with their girlfriends for a beauty session. What makes them unique is they offer one of the highest retail commissions in the industry at 50%. Mía Mariú also offers a unique twist in that they are a social-selling company that highlights their beauty bloggers, something any YouTube viewer will know is a trend that is growing like wild fire.
2. Chloe + Isabel, a jewelry company in the heart of the fashion industry in New York City, falls safely in the direct-selling only side of the industry. A company that doesn't boast about one of its angel investors, Ashton Kutcher, humbly builds their jewelry business through their in home or online parties, called pop-ups. There are no teams here which is something the merchandisers of the company enjoys. This is a home party company that also offers commissions on the higher end of about 30% and is unique in one additional way, they don't accept everyone to be a merchandiser. Prospects must fill out an application and be interviewed by one of the corporate team.
3. Almost everyone is familiar with the Dove brand. But what many people haven't learned yet is that Dove jumped in head first into the deep-end of direct selling with their home based business model. They, of course, are focused on their chocolate products – but when you have chocolate, what else does one need? Dove Chocolate Discoveries is unique in that they are a major brand that has fully embraced the home based business model and are offering high commissions of around 40%. (See a trend?) Makes one wonder how many other major brands will follow suit and take on the home based business arena like Dove has.
4. Matilda Jane is another company that doesn't just take anyone. In order to join, prospects are required to host a trunk show first to decide if they even like it and then can submit an application to be considered. Although the founder, Denise DeMarchis, is the mother of two boys, the company is focused solely on selling little girl clothing, and cute ones at that.
5. Another company focused on a very specific, yet large, demographic is Simply Fun. Simply Fun believes in building smarter kids and stronger families through play. Winner of many awards, this toy company has had their products individually reviewed to identify key skills developed and other content that ties to U.S. national and state core standards, Head Start domains, suitability for special needs including suggested modifications in game play to make the game more accessible, as well as for eleven characteristics of autism, indicating for each characteristic whether the game is appropriate and/or providing strategies for developing compensatory skills.
6. We thought when a 16 year old founded Origami Owl and turned it into a $250 million company. that she was one-of-a-kind. Then there came 12 year old Willa Doss who founded Willa Girls, a skin care company for tween girls. She didn't like using products for children and wasn't old enough to use her older sisters skincare products and decided to create something herself with the help of her mother.
Anyone can create something. They just have to be really determined.” – Willa Doss
Is there a turn in the industry happening? These businesses certainly hope so and the pressure on the DSA might make that a possibility.
*Members of the DSA