International sales for Carmex represented less than 8% of the brand’s total volume. Half of this volume could be traced to diverters reselling product back into the U.S.

Only a few of the countries produced significant volume. Brand presence was inconsistent from country to country. There were 36 different product formulations due to country-specific regulatory and registration issues.

Bolin prioritized markets (countries). All distribution arrangements were reviewed and diverter relationships ended. Current and new brokers were asked to develop two-year, country-specific marketing plans with consumer and trade support. We selected a global regulatory agency and developed processes to manage sample requests, packaging approvals and forecasting.

Three new distributors.
Shut down five diverter distributors.
Over 100 new or improved product packages.
First international distributors meeting.
Sales up 46.5%.