Why would a New-York-based cosmetics company that has been successfully selling makeup through retail channels for over 60 years decide to open a network marketing division? Founder and CEO Michele Gay says it started with her desire to reward customers for referring others and being brand advocates. When Michele’s niece Madison caught the vision and joined the new company, she quickly became instrumental in building the new brand through her blog and social media presence. The direct selling model combined with social and content marketing turned out to be the perfect way to engage the new generation.—J.G.

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