From the Archives: In the post-socialist era, Mary Kay and other multilevel marketing companies offer dreams of wealth and a life of meaning.
as neutral, internationalized places in which to see and be seen.
Yet now that the markets have settled down and the novelty has worn off, why do some Kazakhstani citizens continue to spring for pricey, imported products? What is it about these companies that catches people’s attention and fosters such an ardent following? Multilevel marketing companies dangle the prospects of additional income, independence, and a flourishing business—but it doesn’t always turn out as a seller might imagine. Even if they don’t lose money, sellers frequently suffer from lackluster sales and end up no better off than when they started. And occasionally they’re even worse off. Yet in Kazakhstan, as in North America, the possibility of a better life is enough to create a regular turnover of new recruits.
The author learned that over the years Rahima has signed on more than 600 people with Neways, an American multilevel marketing company.That was a decade ago. Rahima has been faithful to Neways ever since. Over the years, she has signed on more than 600 people—although most didn’t stay with the company for long. Some dropped out because they weren’t making money, she said, while others left to join newer companies with more potential for growth.
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