Nutrition Program Part of Marketing Plan for Cosmetics Firm

By Robinson, Robin | THE JOURNAL RECORD, April 23, 1987 | Go to article overview

Nutrition Program Part of Marketing Plan for Cosmetics Firm


Robinson, Robin, THE JOURNAL RECORD


"Better and different" is the slogan for a line of skincare products introduced to the United States market in September by a Japanese cosmetics firm.

Better, says Rusty Culler, president of Pola International Inc., the American division of Pola Cosmetics Ltd., because her firm tries to educate consumers about the ingredients used in its products.

Different, because the company markets a nutrition program consisting of vitamin and mineral supplements that treat beauty and health as symbiotic: you can't have one without the other.

Culler was in Oklahoma City to help develop local distributors for direct-marketing the Pola International products. Pola Cosmetics has been in existence for 57 years and operates in 11 other countries. Though Culler declined to release figures on Pola International's revenues, the parent company is second only to Avon Cosmetics Inc. in door-to-door sales and is one of the top 10 cosmetic companies in the world, she said.

The nutritional program is available only to American division customers, however, since the idea grew from Culler's suggestions upon being offered the presidency of the division.

Culler said the American market needed a different approach, that glamour products and skin care for both sexes was not enough.

"It's a 1987 marketing strategy - not 1955," Culler said.

The new line of products, to be direct-marketed to the public through hand-picked distributors, would have to treat the person as a whole.

"Pola offers inner and outer beauty, which is not an approach used full-force in the United States," Culler said.

Sold under the brand name "Salus," from the Latin for "health," the line is produced in the company's laboratories in Japan. …

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