Getting up to speed on her new company and her new position currently tops the short-term agenda for Sheryl Adkins-Green, who joined Mary Kay earlier this month as vp of brand development.

Based in Addison, Texas, Mary Kay has an extensive portfolio of skincare, cosmetics and fragrance products. In her new role, Adkins-Green said she is "responsible for development of the brand and brand portfolio around the world, global initiatives and products specially formulated for global markets . . . There is a tremendous opportunity to grow."

Adkins-Green comes directly from Pro-Line International, the multicultural beauty segment of Alberto-Culver, where she was gm and vp. Prior to that, she also gained consumer product experience working for Snapple and Kraft. She sees her biggest challenge as keeping up with emerging trends and anticipating what will drive consumer interest in the next two to three years.

Mary Kay global research indicates there are diverse needs and trends in beauty around the world, differing by region and, sometimes, within countries. Adkins-Green pointed to Brazil and India, where there is an influx of people from different backgrounds, and therefore a wide range of complexions. "Mary Kay has turned that diversity into an opportunity for creating new products," she said.

"Even in these economic times, women still want to pamper themselves, and to look good is to feel good," said Adkins-Green. "Mary Kay is promoting unique ways for women to customize their look in a very affordable way."

Last year, Mary Kay spent $19 million on U.S. advertising (not including online), up from $9 million in 2007, per Nielsen Monitor-Plus.

The brand's Web site, www.marykay.com, also offers a wealth of information on the products to build an Internet relationship with consumers, who can then electronically connect with an independent beauty consultant. The virtual makeover feature on the site aims to deliver a personal experience, where women can try new looks on a photo, at no charge.

Adkins-Green said: "Mary Kay's most powerful marketing vehicle is the direct selling organization," which has remained a key component of the brand's marketing strategy. "In the beauty category, women really want and value personal advice, which is a direction that many channels are taking. Mary Kay recognized this pattern 45 years ago and has leveraged access between consumer and company."