Company IntroductionSince its establishment in Provo, Utah in 1984, NU SKIN Enterprises, Inc. (hereinafter “Nu Skin”) has been spreading its business to nearly 50 markets in Asia, America, Europe, Africa, and the Pacific. In 1991, Nu Skin opened its first Asia overseas market in Hong Kong.
Nu Skin is one of the leading global companies in personal care products and nutritional supplements. In 1996, Nu Skin was officially listed in the New York Stock Exchange. With integrated advanced technology and strong research teams, Nu Skin has established the leading anti-aging research centre and provided high-quality and innovative anti-aging products constantly.
Brand ElementsNu Skin’s mission is to be a force for good throughout the world by empowering people to improve lives with rewarding business opportunities, innovative products, and an enriching, uplifting culture. With the vision of becoming the world’s leading business opportunity platform with core values of being ethical, honest, innovative, optimistic, compassionate and a Force for Good.
Nu Skin’s founders aimed to build a company that would combine innovative personal care products with ingredients subscribed to the philosophy of “all of the good, none of the bad” and a generous business opportunity with one-of-a-kind products that would attract high-calibre business builder.
Since that time, Nu Skin has demonstrated a distinctively different approach to business, which promotes an innovative concept of premium quality products and a uniquely compelling global business opportunity. And today, Nu Skin is differentiated by its ability to demonstrate that they truly have the best people, product, culture, and opportunity in the direct selling industries. It also sets the standard as a premier anti-aging company.
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Company’s Brand StoryDirect selling has been limited by the original business model which highly relies on face to face communications between distributors and consumers. The business development has been challenged when the digital development has been changing the market norm of business and branding promotion.
In the past 3 years, Nu Skin has taken an initiative on new business development to deploy digital transformation by integrating the digital business strategy. Nu Skin takes advantage of rising of key opinion leaders (KOLs) to generate significant branding influence on social media by promoting the concept of “social sharing”. Nu Skin also invested in different digital infrastructures to improve digital experience to enhance the consumer engagement.
All these efforts recreated a new ecosystem that enables our business partners.
Achievements and ImpactThe transformation into a digital business model has equipped Nu Skin to adapt to challenges in the fast-changing world. With the switch of the sales business model, Nu Skin is able to stabilise the business development under adverse situations. It no longer has high dependence on traditional gathering and communications, while the new digital channels keep the sales momentum and minimise the influence during the unfavourable conditions.
For instance, with the newly released ageLOC® Boost in Sep 2020, Nu Skin leverages powerful celebrities and high reach influencers to generate awareness to deliver the product message with various formats of content via multiple third party channels. Brand’s awareness was successfully built by diverse content, creative seeding and strategic influencer architecture.
Nu Skin will keep expanding its customer base with the help of strategic brand positioning as well as reaching out to a greater portion of the public through penetration with digital platforms.
Future DirectionIn the future, Nu Skin will continue its commitment in enhancing customer experience with different digital platforms, including social media, website as well as the newly developed APP - Nu Town. Nu Skin enables a seamless environment allowing its brand affiliates, members and customers to connect without time and demographic constraints. The improvement will lay the basis for Nu Skin for continuous growth in the consumer base as well as being the leading business opportunity platform.
Apart from the business direction, the Nu Skin Force For Good Foundation Hong Kong Chapter will engage more in corporate social responsibilities activities not only in the community but also global efforts in terms of sustainability. The foundation has earmarked upcoming initiatives mainly in establishing more long-term partnerships and collaborations with different social organisations to do more for the people and planet Earth.