Pierce Mattie Public Relations New York

At Pierce Mattie PR, we know that companies are always thinking of new ways they can reach consumers and untapped markets, and if there is anything that the age of social media has shown us...or rather re-confirmed for us, is that consumers respond best to 1:1 interaction, to relationships, to building trust. In marketing and sales, one of the best ways to deliver all three is via direct sales. And during this down economy we've seen direct sales companies such as Avon and Marykay position themselves as strongholds in their niche of the market. All the more reason why brands, such as L'Oreal, would be giving it a second look.

As someone who formerly was a direct sales rep. for a bath and body company, there is something to be said for this consumer base. It is one that is loyal, that fully supports women aiming to make a living this way and who enjoys the "exclusivity" that buying from a rep. brings. With celebrities getting behind products from various direct sales companies, it would make sense for L'Oreal to consider entering such an arena, especially with the departure of Lindsey Owen-Jones, its Chariman who was known to be against the MLM platform and felt it would diminish the value of the company.

But would it? Liz Earle certainly hasn't lost its clout since it was acquired by Avon (although it has yet to convert from retail to MLM.) There's speculation that if L'Oreal did acquire a direct sales company, it would be one in the natural market, such as Natura, which would be a good fit with The Body Shop in their portfolio of brands, as it has a direct sales component with The Body Shop at Home. 

So will we see L'Oreal take that next step? And if so, who will then follow their lead? Let us know your thoughts via our twitter page at @PierceMattiePR