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Profile: Benton Jordan Weinstock

Posted: October 7, 2008, from the January 2007 issue of GCI Magazine.

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According to Weinstock, the direct selling cosmetic market has a 10% retention rate. However, Henry Beautiful has a retention rate of 60%. “If they really believe in the product, they will stay and grow with you.” Stylists are trained in how to use the skin care line and makeup products to create customized routines for women of every age and ethnicity.

“We are giving stylists a chance to be part of the company, get with our brand and create a full-time, at-home job opportunity,” said Weinstock. Following the direct selling model, stylists create their own business within the business.

“We are thinking smaller at first and growing at a slower rate,” said Weinstock. Recent steps include bringing in a CEO and launching a new Web site that allows consumers to use their stylists’ code for their purchases, thus crediting the stylist with the sale. Future plans include launching a bath line. While distribution currently is limited to the Southern U.S. and through online sales, “the goal is to go all the way,” said Weinstock.