Question-and-Answer Session
Operator
(Operator Instructions)
Our first question will come from the line of Simeon Gutman with Goldman Sachs. Please go ahead.
Simeon Gutman - Goldman Sachs
First, a question for Mark. What can you do to ensure that the incentives being implemented are creating permanence in the business, and is there anything that you can point to today that says it's already happening?
Mark Wilson
Great question, Simeon. Yes, in fact, the incentives and enhancements we're working on are geared towards long-term stability and growth. We've done a number of promotions that have been quick tests, so to speak. And what we've learned from those is we've been able to kind of ascertain which ones work and which ones maybe are short-term growth, but really don't build the long-term business.
From those, we're able to develop some very exciting things that we'll come out with at convention. I can't really say too much about it. But we're looking forward to this and we're anticipating some positive momentum, as you can see in our second quarter. We're already starting to move that direction.
Simeon Gutman - Goldman Sachs
And how quickly do you think the U.S. business can resume growing on a year-over-year basis? And, I guess, aside from convention, what are some of the measures that you think might get you there?
Mark Wilson
Well, I think, primarily, as we mentioned, by bringing in our top leaders and sitting down with them and discussing the areas where we needed to improve in recognition and enhancements to helping them grow the business, we think that this kind of noise out in the media is starting to subside, as we talked about.
The momentum can come back. It is a big wheel. Obviously, it's our biggest market, and there is a lot of maturity to that. But we're seeing some trends already in the rank advancements, as we mentioned, and some positive indications. I think convention will be a great indicator of kind of our future and leading us into the end of the third quarter and the fourth quarter.
Gil Fuller
Simeon, this is Gil. Let me just add a little bit more color there. We did have, of course, consecutive quarter growth in the U.S. in all of our markets except our two smallest. But the comps, second quarter this year versus last year, are very tough.
We had a promotion a year ago in the second quarter of 2007 that was unusually successful. As Mark alluded to, it was one of those that had kind of a relatively short-term, but a large bang, and we've taken what we've learned from that experience and are building it into the things that are going to be announced here at convention. So, we think it's turned, and we're looking forward to the things that will be announced.
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