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Looking Good A Canadian cosmetics franchise expands to the United States.

By Karin L. Henderson

Opinions expressed by Entrepreneur contributors are their own.

A good face can charm a photographer, win a cardgame . . . or capture the attention of thebusiness world. Take a look at FACES Inc., the Toronto-based retailcosmetics franchise and distribution system that has recentlyreceived a makeover.

Behind the upgrade of the 25-year-old company is new managerFlagship Capital Partners Inc., a merchant banking company whichhas re-branded and repositioned FACES. "We wanted a systemthat's exportable, universal and recession-proof, and FACES metall those criteria," says Flagship and FACES chair andpresident Grant D. Roebuck. Improvements include store design andpackaging changes, a four-week certificate training program, and adetailed customer database allowing better franchisee/customerrelationships.

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

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