Merle Norman Cosmetics

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Merle Norman Cosmetics
Private
IndustryCosmetics
Founded1931; 91 years ago (1931) in Santa Monica, California, U.S.
Founder
  • Merle Nethercutt Norman
  • J.B. Nethercutt
HeadquartersLos Angeles, California, U.S.
Number of locations
1100 studios
Area served
Worldwide
Key people
  • Jack Nethercutt II (Chairman)
  • Travis Richards (VP)
Products
  • Cosmetics
  • Skin care
Websitemerlenorman.com

Merle Norman Cosmetics is an American privately held cosmetics manufacturer founded in Santa Monica, California in 1931 by Merle Nethercutt Norman and J.B. Nethercutt.[1][2] The company is headquartered in Los Angeles, California and operates over 1,100 franchise studios.[3]

History

Merle Nethercutt Norman, with a background in chemistry, began creating her own cosmetic products at her own Santa Monica estate's kitchen in the early 1920s.[4] Her nephew, J.B. Nethercutt, dropped out of CalTech to help her with establishing the company.[5] In 1931, they opened her first cosmetics studio in Santa Monica.[6][7] By 1934, the company had expanded to dozens of studios across the contiguous United States, the majority of which were owned by women.[6][8][9] Merle Norman began the "Try Before You Buy" philosophy which is still used by their studios today.[3][8][10][11]

In 1952, the headquarters was relocated to a new facility in Westchester, Los Angeles, which is still in use.[12] In 1963, Norman stepped down as Chairman and passed down the company to J.B. Nethercutt.[13]

By 1981, Merle Norman was briefly traded publicly on the American Stock Exchange (now the New York Stock Exchange), but reverted back to being private.

By 2004, the company had an operating income of over US$100 Million and has expanded internationally to 8 countries.[1][14][15] Later in 2004, Nethercutt passed the company down to his son, Jack Nethercutt II.[16]

During Merle Norman's 80th anniversary convention in 2011, the company unrevealed a new logo; the first revision since the company's foundation in 1931. Along with the new logo, the designs of the packaging and products were updated as well.[17]

In wake of the 2019–20 coronavirus pandemic, Merle Norman was contracted to produce WHO approved hand sanitizer with 51 other beauty brands.[18][19][20]

Business model

Merle Norman is a privately owned company that has been family owned since its creation.[21][22] The company's growth has based primarily on the franchises itself.[23][24] In 2019 the company began e-commerce alongside its traditional franchise model.[25][26]

The company operates a franchise based model which operates over 1,100 franchise "studios" in 8 countries; United States, Canada, Mexico, United Arab Emirates, Bahrain, Guatemala, Taiwan, and Hong Kong, the majority of which are in North America.[27][28] The studios are Retail|retail outlets with the majority of them located inside shopping malls and strip malls.[29][30] All the studios are independently owned and do not charge a franchise fee.[31][32] New studio owners attend a 3 week training seminar at the Westchester corporate headquarters.[33]

The company has had several partnerships with OPI Products to produce joint product lines.[34] Merle Norman has associated with University of Southern California to produce several exclusive products in their school colors for its athletes and cheerleaders.[35][36][37]The company helped fund the Merle Norman Stadium.[38]

Conventions

Merle Norman hosts a convention yearly at a random major United States city to announce new products and lines to the franchisees designed by the company.[39][40] Highlights include sneak peeks at upcoming or exclusive products, gifts for attending franchise owners, and live makeover tutorials by professional make-up artists.[39][41][42] New product collections that are announced at convention are themed after Earth's seasons.[43][44]

In the media

        

References

  1. 1.0 1.1 Press, The Associated (2004-12-11). "J. B. Nethercutt, 91, Co-Founder of Merle Norman Cosmetics, Dies". The New York Times. ISSN 0362-4331. Retrieved 2020-04-08.
  2. "J.B. Nethercutt, 91; Co-Founder of Merle Norman, Car Collector". Los Angeles Times. 2004-12-10. Retrieved 2020-04-08.
  3. 3.0 3.1 "Merle Norman Cosmetics Inc. Franchise Information". Entrepreneur. Retrieved 2020-04-08.
  4. "Merle Norman House | Santa Monica Conservancy". www.smconservancy.org. Retrieved 2020-04-09.
  5. "J.B. Nethercutt, 91; Co-Founder of Merle Norman, Car Collector". Los Angeles Times. 2004-12-10. Retrieved 2020-04-08.
  6. 6.0 6.1 "J. B. Nethercutt -- Cosmetics tycoon Merle Norman's co-founder". UPI. Retrieved 2020-04-08.
  7. "Merle Norman Cosmetics Inc. Franchise Information". Entrepreneur. Retrieved 2020-04-09.
  8. 8.0 8.1 "Merle Norman Cosmetics Franchise Overview". Franchising.com. Retrieved 2020-04-08.
  9. Times, Special to the New York (1981-03-31). "Makeup Chain Seeks Wider Awareness". The New York Times. ISSN 0362-4331. Retrieved 2020-04-09.
  10. "Merle Norman Cosmetics". www.webpackaging.com. Retrieved 2020-04-09.
  11. "Merle Norman Cosmetics, Inc. | Company Profile | Vault.com". Vault. Retrieved 2020-04-09.
  12. CorporateOffice.com. "Merle Norman Cosmetics, Inc Corporate Office & Headquarters | Los Angeles, CA". www.corporateoffice.com/. Retrieved 2020-04-09.
  13. Times, Special to the New York (1981-03-31). "Makeup Chain Seeks Wider Awareness". The New York Times. ISSN 0362-4331. Retrieved 2020-04-13.
  14. "Merle Norman Cosmetics Inc. Franchise Information". Entrepreneur. Retrieved 2020-04-09.
  15. Times, Los Angeles. "J.B. NETHERCUTT, 91". chicagotribune.com. Retrieved 2020-04-09.
  16. "Most Influential Family Owned Businesses 2019: MERLE NORMAN COSMETICS | Los Angeles Business Journal". labusinessjournal.com. Retrieved 2020-04-09.
  17. Inc, Merle Norman Cosmetics. "Merle Norman Celebrates 80th Anniversary at Los Angeles Convention". www.prnewswire.com. Retrieved 2020-04-13.
  18. Kragen, Aubrey. "USC Alum's Company Changes Course During Crisis". USC Athletics. Retrieved 2020-04-08.
  19. "The Beauty Industry Gives Back: Merle Norman Cosmetics Produces Hand Sanitizer | LATF USA". latfusa.com. Retrieved 2020-04-08.
  20. "How 51 Beauty Brands Are Supporting Coronavirus Relief Efforts". InStyle.com. Retrieved 2020-04-08.
  21. "Merle Norman Cosmetics". www.webpackaging.com. Retrieved 2020-04-09.
  22. "Venerable cosmetics company Merle Norman gets a makeover". LA Times Blogs - All The Rage. 2011-05-03. Retrieved 2020-04-09.
  23. Times, Special to the New York (1981-03-31). "Makeup Chain Seeks Wider Awareness". The New York Times. ISSN 0362-4331. Retrieved 2020-04-09.
  24. "Most Influential Family Owned Businesses 2019: MERLE NORMAN COSMETICS | Los Angeles Business Journal". labusinessjournal.com. Retrieved 2020-04-09.
  25. "2,000+ Ecommerce Manager jobs in United States (73 new)". www.linkedin.com. Retrieved 2020-04-09.
  26. "Merle Norman Cosmetics Announces New E-Commerce Platform - Merle Norman". merlenormanfranchise.com. Retrieved 2020-04-09.
  27. "Merle Norman Cosmetics, Inc. | Company Profile | Vault.com". Vault. Retrieved 2020-04-09.
  28. "Merle Norman Cosmetics Inc. Franchise Information". Entrepreneur. Retrieved 2020-04-09.
  29. "Most Influential Family Owned Businesses 2019: MERLE NORMAN COSMETICS | Los Angeles Business Journal". labusinessjournal.com. Retrieved 2020-04-09.
  30. "Merle Norman Cosmetics, Inc. | Company Profile | Vault.com". Vault. Retrieved 2020-04-09.
  31. Times, Special to the New York (1981-03-31). "Makeup Chain Seeks Wider Awareness". The New York Times. ISSN 0362-4331. Retrieved 2020-04-13.
  32. "Merle Norman Cosmetics Franchise Costs & Fees for 2020". Franchise Gator. Retrieved 2020-04-13.
  33. Times, Special to the New York (1981-03-31). "Makeup Chain Seeks Wider Awareness". The New York Times. ISSN 0362-4331. Retrieved 2020-04-13.
  34. Heath, Lisa (2012-02-23). "OPI Nail Polish and Merle Norman Lip Polish in Hussy Swatches and Review". Cosmetic Sanctuary. Retrieved 2020-04-09.
  35. Kragen, Aubrey. "USC Alum's Company Changes Course During Crisis". USC Athletics. Retrieved 2020-04-09.
  36. "Spirit at your fingertips: Nail-polish firm debuts USC colors". USC News. 2014-10-31. Retrieved 2020-04-09.
  37. "The USC Bookstore Is Not Your Basic Bookstore". Her Campus. Retrieved 2020-04-09.
  38. "Facilities". USC Athletics. Retrieved 2020-04-08.
  39. 39.0 39.1 Inc, Merle Norman Cosmetics. "Merle Norman Celebrates 80th Anniversary at Los Angeles Convention". www.prnewswire.com. Retrieved 2020-04-09.
  40. "Venerable cosmetics company Merle Norman gets a makeover". LA Times Blogs - All The Rage. 2011-05-03. Retrieved 2020-04-09.
  41. SPENCER BARNES MAKEUP Summer 2013 Color Collections with Merle Norman (Behind The Scenes), retrieved 2020-04-09
  42. "Venerable cosmetics company Merle Norman gets a makeover". LA Times Blogs - All The Rage. 2011-05-03. Retrieved 2020-04-09.
  43. Marketplace, Newschannel 20 (2020-03-23). "Merle Norman Cosmetics launch new Spring Collection". WICS. Retrieved 2020-04-09.
  44. SPENCER BARNES MAKEUP Summer 2013 Color Collections with Merle Norman (Behind The Scenes), retrieved 2020-04-09

External links

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