Manufacturing Industry
Going against the grain.(Bare Escentuals Inc., loyalty programs)(Brief Article)
Cosmetics International, October, 2005
Leslie Blodgett, maverick president of Bare Escentuals, the largest selling mineral cosmetic line in the world (via infomercial *), spoke of her passion for the industry and her unconventional approach to all aspects of the beauty business.
"Ths isn't a traditional company," she said. "I believe in gut and we have to be careful not to over-market."
She believes her enthusiasm--she appears as the brand's spokesperson on QVC --attracts both employees and customer loyalty. The company's customer loyalty rate is high at 88 per cent (the same, she pointed out, as Starbucks and Dell). She said passion creates energy and inspires creativity--something she encourages in the workplace with regular SAL training (singalong sessions). Online competitions like...
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