Sacha calling the shots

WITH EXPORT markets in over 23 countries worldwide, Sacha Cosmetics owner Kama Maharaj believes he can compete with any of the big names names out there. He  is leading the charge for the Caribbean in the cosmetics world . Sacha is also the only Caribbean product that is marketed on the shelves of Walmart, Puerto Rico, the world’s largest retailer. Sacha cosmetics was established in 1979 — 24 years ago — by Kama Maharaj, with a dream of becoming the leading cosmetic company for women of diverse and exotic skin tones. A dream that, according to Maharaj, is just a few leaps away. Maharaj, who is now the company’s managing director, and who was once  selected as a finalist in the Caribbean Entrepreneur of the year award in 1998, is busy plotting course for his company. Maharaj noted that for years no brand catered to the special needs and demands of the woman with the exotic skin, the Caribbean woman. While the exotic woman possessed a yellow undertone, all existing foundations and powders had pink and orange undertones. “Everywhere I turned women were looking pink, orange and two-toned,” said Maharaj. “I saw darker women looking ashy and artificial. I had to do something about this to ensure exotic women looked natural and flawless.”

The company finally made a breakthrough six years ago, when the Sacha chemists developed a line of yellow-based foundation, which matched the diverse skin tones more perfectly than other brands. The product was tested at the 1997 Miss Universe Pageant, where TT’s representative Margot Bourgeois placed second runner-up wearing the new brand of Sacha cosmetics. Inspired by this milestone, Sacha decided to work alongside Wendy Fitzwilliam for the 1998 Miss Universe Pageant, which she eventually won. Sacha went on to become the official make-up of the Miss Universe 1999 pageant, held in Trinidad and Tobago. The 2000 experience gave his company  the recognition it  needed and the brand began attracting international attention, said Maharaj. It was at this juncture that Sacha decided to approach Walmart, the largest retail chain in the world, to try to market the brand there. Walmart was so blown away by the quality, colours and the perfect match of the Sacha Foundation to Latin skin-tones, that they allocated four feet of wall space to Sacha. The product had now found a space amongst the major and leading American brands and amongst the Caribbean’s only product to achieve this landmark. It was after this coup  that Sacha realised they were ready to take on the world. In doing so, Sacha decided to sign on Miss Universe 1998 Wendy Fitzwilliam as their international spokesperson.

Fitzwilliam said her new job offers the opportunity of using her legal training, since she will assist the company in negotiating contracts with new and existing clients. In addition, Fitzwilliam will be responsible for export promotions, establishing new markets and making public appearances in all new and existing markets and advertising campaigns on behalf of the company. Fitzwilliam has already begun working with the company to establish markets in Angola, South Africa and Mexico. She explained that she is determined to make Sacha cosmetics the official and only product used in pageants in Angola. She stated that she had the opportunity to be in Angola for the country’s last pageant, and realised that no international cosmetic company has made an effort to market its products there. “The market in Sub-Sahara Africa has been neglected by cosmetic companies, and I aim to ensure that Sacha is the name that establishes a link there. Although, only about .5% of the population there can afford Sacha, I intend to make sure they know Sacha,” Fitzwilliam said. Although she has the confidence and ability to sell the world on Sacha, Fitzwilliam admitted that it would not be easy to break into the European market. “Those markets would be harder to get into, but once we do and people get a feel of Sacha, everything else will fall into place.” However Maharaj is a little more optimistic about their chances in the larger markets. “I am confident in the Sacha line and I believe that we are producing a superior product, so right now I am not afraid, I believe Sacha can compete with anyone.”Sacha has also gone in the direction of technology, and caters to the global market via the Internet:
http://www.sachacosmetics.com.