Due to the fast growth of the cosmetic direct sales, usually known as door-to-door, L`Oreal felt that it was important to study the consumers of this segment, understanding their purchase behavior, the reasons why they choose this form of purchase and the image that they had of L`Oreal as a company. A qualitative research was made and it verified that through the catalogue, the contact with many categories stimulates the purchase and, the catalogue itself seduces the consumers. The consumer promotions also help, especialy when directed to the consumers of the lower social classes, who wait ansiously for the promotions. In the case of aspirational products, like make up, it helps even more. The accessible prices are also important because once the products are bought through the catalogue, they can`t be changed. This purchase becomes an apprenticement until the women makes the right choice, since through the catalogue the women can`t see the products` colors, consistency, etc. According to the study, L`Oreal could adopt some actions like: the investiment in product displays more attractive; creation and production of in-store printed ads with its partners in the retail; study its main stores and more profitable ones and suggest a partnership, providing its clients a rewards card; consumer promotions should be well communicated, in the places whith biggest flow of shoppers in the stores, especialy where the target are lower social classes.