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Looking Good

A Canadian cosmetics franchise expands to the United States.

A good face can charm a photographer, win a card game . . . or capture the attention of the business world. Take a look at FACES Inc., the Toronto-based retail cosmetics franchise and distribution system that has recently received a makeover.

Behind the upgrade of the 25-year-old company is new manager Flagship Capital Partners Inc., a merchant banking company which has re-branded and repositioned FACES. "We wanted a system that's exportable, universal and recession-proof, and FACES met all those criteria," says Flagship and FACES chair and president Grant D. Roebuck. Improvements include store design and packaging changes, a four-week certificate training program, and a detailed customer database allowing better franchisee/customer relationships.

Because the FACES concept consists of stand-alone boutiques selling only FACES brand cosmetics in regional malls, products don't vie for shelf or makeup counter space. Offering quality makeup, skin-care and bath products at affordable prices, FACES currently has more than 80 shops in Canada, China, Mexico, the Middle East and the Philippines. The company's new master franchise and franchise system expects the international system (including the United States) to grow to at least 2,500 boutiques over the next three years.

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This article was originally published in the November 1999 print edition of Entrepreneur with the headline: Looking Good.

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