Case Studies

Promoting Women's Economic Empowerment: The Learning Journey of Belcorp Company: Belcorp

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Lessons Learned

The direct sales model has been popular in Peru since the 1970s and currently accounts for 60% of cosmetics sales in the country. What was first adopted as a model for increasing sales while limiting overhead costs by Belcorp in the 1960s soon evolved into a platform to transform the lives of women workers. Relying so fundamentally on women for its business success, women's economic and social empowerment became inextricably linked to Belcorp's business strategy. In the process, the company has learned some valuable lessons.

Crucial to Belcorp's success has been its belief in women and in their ability to not only transform their lives but to change society at large. Belcorp acknowledges their entrepreneurial spirit and helps them bring out their strengths to advance in life. Belcorp also recognizes the important role women play in their families and their communities. This recognition has been rewarded with a loyal and motivated workforce. Just as importantly, the investment in their female workforce has not only brought business benefits but also tangible changes in the local communities.

Belcorp's experience in making women's economic empowerment a cornerstone of its business model demonstrates that addressing one element of the equation is not a sufficient condition for sustainable results. Belcorp has developed a holistic model based on three axes:

• Economic: providing a business opportunity with appropriate training lays the condition for success. This provides women with the means to achieve their goals and generate additional income for their families.
  
• Emotional: through incentives, recognition, and confidence building, as well as awareness on issues such as nutrition, health, and child upbringing, the approach addresses both the personal and the family considerations that are crucial to women.
  
• Social: giving women the chance to be part of a network of their peers has proved important. Women use these networks for support and knowledge sharing.

The activities of the Foundation are extending the benefits of the company's programs and resources to society at large and providing additional impetus for other companies to follow. As Claudia explains, "We want to set an example in corporate social responsibility in the region. We hope other companies will follow, since it's only through the joint initiatives of several organizations that we can have a significant impact in the development of our region."

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