Enjoying the sweet smell of success

According to the Cosmetic, Toiletry & Fragrance Association of South Africa, the annual turnover of the largest cosmetics houses in South Africa is over R200-million.

Mala Govender is the national sales and education manager of Estée Lauder, one of the largest cosmetics companies in South Africa.

Govender is responsible for ensuring that all the company's sales outlets across the country are profitable.

“From an education perspective, I am responsible for educating staff in terms of product knowledge and selling skills,” she says.

Govender is also responsible for event management.

“We have a lot of events involving our brands, such as launches where we invite our clients to sample our new products before we put them in the market.”

Govender, who has worked in the industry for 19 years, has a diploma in aesthetics, a diploma in public relations and a post graduate diploma in business management.

“I joined beauty college after I finished school and I love working in this industry. My passion and competitive nature inspire and motivate me to work.”

Before Estée Lauder promoted Govender to her current position, she was an account executive for the company. Her responsibilities included improving sales of the company's fragrance brands, recruiting counter staff, developing key staff and identifying growth opportunities.

Govender has also worked as an area manager for Dior and as a cosmetic consultant for various cosmetic houses. She has also worked as a beauty and physical therapist at a salon.

“You need to have people skills to work in this industry, because our work always involves people, not machines,” she says.

“Understanding of the industry is crucial — being one step ahead of the rest and most of all, having passion for the industry.”

Govender begins her day in the office at 7.30am where she reads and responds to e-mails, analyses sales figures for various products, liaises with retailers and plans the education schedule for the staff.

“My day ends at 5.30pm, but I remain available on my cellphone in case customers or staff want to reach me.

“If you want to remain up to date with the industry, you have to spend time in the industry and network widely with the industry players.

“I also subscribe to Les Nouvelles Esthetiques — a publication dedicated to keeping industry professionals informed of the latest developments in the world of spas, cosmetics and beauty.”

Source: The Times

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