"It's absolutely critical and key for us to be partnered with somebody that can understand all the intricacies of setting up the financials and business structure and so forth in all territories, and to have one partner that can reach all those territories and give us a blueprint for each of those businesses so we can turn them on quickly with as little pain as possible. That is critical, so I think this will be a long and fruitful partnership"
Paul Jones, Head of Operations, SeneGence International
SeneGence International case study
SeneGence International – No glossing over growth
The SeneGence story began in 1999 when founder and CEO Joni Rogers-Kante launched its premier product, LipSense Long-lasting Liquid Lip Colour, marketed through a network of Independent Distributors. Today, it has more than 300 products including a complete line of cosmetics, anti-aging skincare solutions and accessories available around the world, with new products and Distributors being added faster than you can say ‘powder my nose’.
The direct seller of skincare, body care and cosmetic products has achieved dramatic growth particularly over the past four years, with revenue growing by 100 percent year on year. It has done this by ‘frictionlessly’ enabling women with all levels of sales experience to become businesswomen. Whilst the rapid growth has been more than what Rogers-Kante could have ever hoped for, it has also meant responding quickly through the implementation of fairly significant changes throughout the company.
These developments include bolstering the leadership team and relocating its corporate offices and warehouse to a much larger 50,000 square foot space in California – this is an interim abode whilst the construction of a 150,000 sqft distribution centre and 250,000 square foot warehouse in Oklahoma is completed in 2018. There is also clearly no time for Rogers-Kante and her R&D team to rest on their laurels with more products being continually added, all manufactured in the United States with no lead or animal testing.
RSM’s director of business advisory Andrew Graham who specialises in advising fast-growth companies with global operations, says SeneGence has embraced innovative technology platforms and support tools to help distributors grow their business.
"The team has made massive technological developments including migrating all systems to cloud-based applications. No mean feat given the size of its operations. The creation of a new quick-order webpage with new security features to provide a secure online experience for distributors and microsites (or SeneSites) for their individual businesses has benefitted the growing legion of distributors which is now in the hundreds of thousands."
SeneGence is on the path to world domination although for the moment, Rogers-Kante has both feet firmly planted in the States in light of current expansion and relocation efforts. Backed by an award-winning formula of outstanding product development, a business model which has allowed its customers to become business owners and a leadership team with extensive experience in guiding rapid growth, SeneGence is a success story that has written itself into many business and management textbooks.