Scentsy Opens Doors to Community for Holiday Festivities

Sales-&-Use-Tax-for-Dummies - Download Your Free Copy
Paysafe Ad

Photo: Scentsy Commons in Meridian, Idaho, lit up for a past holiday season.


Scentsy Inc. opened its doors to the public Tuesday for a holiday celebration that drew about 3,000.

The home fragrance company threw a different kind of holiday party this year, inviting the community out to its Meridian, Idaho, headquarters for a first-ever Thousand Points of Light event. The evening featured a Christmas concert with choirs from local high schools and nearby Boise State University, complimentary refreshments, and the chance to snap a photo with Santa.

Guests also took in a display of some 450,000 lights decorating the Scentsy campus. Since late November, the company has lit up the night with more than 26 miles of lights, hand-wrapped on trees throughout its 73-acre campus.

“Everyone at Scentsy is part of the family,” said Lonni Leavitt-Barker, Senior Manager of Public Relations and Media at Scentsy. “We wanted to invite the community to be a part of that, enjoy a hot drink, partake of the Christmas spirit and see what we’re all about.”

The response from the community exceeded expectations, said Leavitt-Barker, with as many as 3,500 turning out for Thousand Points of Light. The company is already planning to expand the event next year and bring in additional elements, such as a live nativity on the grounds.

In the meantime, guests can continue to enjoy Scentsy hospitality at the Scentsy Commons Kitchen, an on-site café where breakfast and lunch is served up Monday through Friday for employees and the general public.

Scentsy Raises $244K to Date for Shriners Hospitals

Free Subscriptions!
Sales-&-Use-Tax-for-Dummies - Download Your Free Copy

Scentsy Inc. is about halfway to a $500,000 fundraising goal in support of Shriners Hospitals for Children.

In September, the home fragrance company introduced the Love Heals Warmer, a seasonal cause product benefiting Shriners Hospitals. The nonprofit has 22 locations across North America where children can receive expert specialty care, regardless of a family’s ability to pay.

Scentsy is supporting the work of Shriners Hospitals with $8 from the sale of each Love Heals product, in a promotion that will run through February. Three months in, and with the holiday giving season in full swing, Scentsy reports that customers have helped to donate $244,000 to date.

The company has earmarked proceeds from its charity products for a variety of causes, including autism awareness and breast cancer research. The Scentsy Family Foundation, the company’s charitable arm, also provides academic scholarships and direct donations to organizations that support families.

Scentsy Launches Cause Product with Shriners Hospitals for Children

The Social Age

by Andrea Tortora

Click here to order the January 2016 issue in which this article appeared or click here to download it to your mobile device.


The Social Age is here. If you’re not taking full advantage of the tools and technologies that social platforms have to offer, you and your company are likely to be left behind as the competition leaps ahead. Now well into its infancy, the Social Age is and will be making a tremendous impact on the sales industry, especially within the world of direct selling. The changes already cannot be ignored.

Technology drives everything—recruitment, retention and revenue—for most companies. Those businesses that realize what they can achieve when all of their internal, back office, social media, field tools and software systems work together are equipped to innovate and leverage essential data that will let them thrive in the future.

Facebook, Twitter, LinkedIn, YouTube, Pinterest and Instagram are potent tools that companies and consultants are learning to use as they build connections with customers and grow sales. Other apps such as Periscope and Google Hangout are gaining traction, too. Yet many executives and companies are slow to embrace these advances. A study from CEO.com and Domo finds that 68 percent of Fortune 500 CEOs have no social media presence. Among the 30 percent who do, they only use one social channel. Here LinkedIn was the chosen platform.

In contrast to that study, it does appear that C-level executives within direct selling are more plugged in to the benefits of these engagement tools. A recent study conducted among members by the U.S. Direct Selling Association (DSA), titled The 2015 Managing Your Company’s Web Presence and Technology Systems Survey, indicates that nearly six in 10 companies surveyed report that one or more of their chief-level executives have company-associated social media accounts that they actively engage in
(57 percent).

Additionally, over half of those also indicate that the chief executives create the content for those accounts. At Scentsy, the Idaho-based wickless candle company, it’s common for an executive to personally respond to field achievements or post in conversations on Facebook, the social media platform most used by Scentsy Consultants.

Rick Stambaugh, Chief Information Officer at Utah-based company USANA, refers to the focus of today as “Digital Humanism.” He says, “The consumer-driven Internet of things has many components, but the most prominent one is social.”

As direct sellers work toward more fully embracing the Social Age and everything that comes with it, a few things are clear…

Click here to read the full article in Direct Selling News.

Jeunesse Reports Annual Sales of $1 Billion in 2015

Jeunesse has set a new benchmark for direct selling companies looking to achieve billion-dollar revenue. The skincare and nutrition company reports that annual sales surpassed $1 billion in 2015, its sixth year of business.

The husband-and-wife team of Randy Ray and Wendy Lewis, CEO and COO, respectively, founded Jeunesse in 2009. In 2015 the company acquired a 130,000-square-foot corporate headquarters in Heathrow, Florida, and opened a “Jeunesse West” facility in Draper, Utah, with 150 staff. Thanks to an early emphasis on building an international infrastructure, Jeunesse sells its anti-aging products—collectively dubbed the Youth Enhancement System (Y.E.S.)—through independent distributors in more than 100 countries.

“Our success is the direct result of the hard work, professionalism and dedication of our amazing network of Jeunesse Distributors around the world,” Lewis said in a statement. “I congratulate each and every one of them for helping Jeunesse reach this important milestone.”

Jeunesse is one of several young companies powering through the ranks of the DSN Global 100, an annual list of the top revenue-generating direct selling companies in the world. On the 2015 list, Jeunesse shared the No. 38 spot with home fragrance brand Scentsy, both companies having posted revenue of $419 million in 2014. The list includes just 16 companies with revenue exceeding $1 billion, half of them U.S. firms.

The Inc. 5000/500, which ranks America’s fastest-growing private companies, also served as an early indicator of remarkable growth at Jeunesse. The company made its debut on the list in 2014, breaking into the top 10 percent, known as the Inc. 500, at No. 258. In 2015, Jeunesse ranked No. 564 with three-year growth of 811 percent.

Management regularly points to the company’s technology prowess as a primary driver of growth. In the creation of Jeunesse, Ray and Lewis brought to bear their own expertise in the technology sector, including the fields of medical software and computer hardware. The company’s tailor-made technology includes the “J-World” marketing system, comprised of back office, social and mobile components to help distributors build their businesses.

“Investing in the right technological infrastructure from the beginning while expanding globally has allowed us to reach this level and positions us to continue to grow from $1 billion and beyond,” said Ray.

This Week: Herbalife’s Attorney Warns off Ackman, J.Hilburn CEO Talks Holiday Style

Catch up on this week’s industry chatter with these click-worthy links:

  • Fox Business Network’s Charlie Gasparino set Herbalife’s stock price aflutter on Tuesday with news of a letter from Herbalife’s legal counsel to OTG Research Group, the outside research firm of Bill Ackman’s Pershing Square Capital Management. The letter calls on the firm to cease and desist what it terms “improper conduct” on behalf of Herbalife short seller Ackman, including contacting current and former Herbalife employees and offering compensation for confidential information on the company.
  • After having her first child, model Erin Joy Henry found herself mentally and physically depleted, with less time to meet the demands of her career. That’s when she began using health products recommended by a friend in direct selling, despite her skepticism about the business model. Writing for the Huffington Post, Henry shared her evolution from skeptic to direct sales entrepreneur and holistic nutrition counselor, helping other people improve their health and finances in what she calls a “dream career.”
  • Also at HuffPost, J.Hilburn’s Veeral Rathod has some tips on how to be the best-dressed man at any holiday party. Drawing on his expertise as Co-Founder and CEO of the custom menswear company, Rathod lays out a few rules of thumb to help his fellow men celebrate the holiday season in style.
  • Two top Avon executives will exit the company at year-end, according to a report by The Wall Street Journal. The beauty brand’s strategy chief and supply chain head, both brought on by CEO Sheri McCoy in 2013, were named by an anonymous source (paywall). News of the decision, reportedly communicated within the company last month, comes as activist investors including Barington Capital Management LP call for restructuring and new leadership within the company.
  • Scentsy is lighting up the night with an elaborate holiday display at the company’s Meridian, Idaho headquarters. To get the job done, the home fragrance seller tapped a local husband-and-wife team, who set out in October to string 20 miles of lights on hundreds of trees across the corporate campus.

The Future of Direct Selling in the U.S.

by Andrea Tortora

Click here to order the October 2015 issue in which this article appeared or click here to download it to your mobile device.


Direct selling in the United States is undergoing a transformation fueled by innovative approaches rooted in classic business practices. The power generators leading the way for direct selling as a channel of distribution can be found in what Direct Selling News has identified as the upper middle market: those companies with annual sales roughly between $300 million and $1 billion.

Because most direct selling companies are privately held and many decline to disclose their financial results, it is difficult to create a definitive list. Our research honed in on a group of more than 30 U.S.-based companies, most of which are experiencing significant growth. Some of them are on the cusp of reaching $300 million, and some likely have recently passed the $1 billion mark. But together they are critical to direct selling’s competitiveness and future. They tend to be among the fastest growing when it comes to revenue, and they account for a large slice of the job creation pie.

An in-depth analysis of this group reveals a high level of consistency when it comes to executing on key common strengths. The ability of these companies to focus in on products, customers, serving their salesforce and creating a culture that reinforces a sense of family put them on track to shape the future of direct selling in the U.S.

Companies emphasize each area in different ways, but in general these leaders:

  • Harness data. The upper middle market knows how to mine the data it has to gain insights that lead to more and better sales. Executives train leaders and consultants to use data to open doors that might otherwise remain closed.
  • Stay true to classic business practices. Technology and social media do not replace person-to-person interactions, they complement them. Upper mid-market firms build relationships with customers that maintain the consultant-client affiliation but also allow the customer to have a connection with the company itself.
  • Use compensation plans that span all levels of engagement. To cultivate trust and long-term relationships, comp plans are created to appeal to new customers, product enthusiasts, fierce advocates and influencers—all the way up to the entrepreneur who is all in. Payments also follow a more modern schedule.
  • Foster an entrepreneurial spirit. Consultants are allowed and encouraged to go far with personal marketing (think YouTube videos) while maintaining brand identity. Companies deliver superior and frequent training and messaging to make this happen.
  • Maintain a laser-focus on selling. The sale of a product, a group experience or an opportunity all lead to more sales, which generate positive results.

No matter the specific approach, one thing all upper middle market companies excel at is …

Click here to read the full article at Direct Selling News.

 

 

Scentsy Rock-a-Thon Raises $252K for March of Dimes

Scentsy Inc. invited members of the community to donate time, money or diapers during a Rock-a-Thon held at the company’s Meridian, Idaho, headquarters this weekend. The annual event raised more than $252,000 for the Idaho March of Dimes, an organization focused on pregnancy and baby health.

The wickless candle seller lined the sidewalk outside its headquarters with 70 rocking chairs and committed to donating $275 per chair, per hour—a total of $211,750. Scentsy also opened the event to the community, aiming to raise an additional $25 hourly per chair and bring the total to $231,000. The response surpassed expectations, with participants donating 12,000 diapers and infant sleep sacks in addition to topping $252,000 in donations.

“The Idaho March of Dimes is the perfect fit for our Scentsy Rock-a-Thon, considering the incredible work they do to improve the health of babies and support local families,” Scentsy President Heidi Thompson said in a statement. “We have heard so many stories about how the March of Dimes has impacted families throughout Idaho, and we wanted to do our part.”

The fundraiser was an all-day affair, beginning with a crepe breakfast dished up by consultants for Velata, Scentsy’s line of kitchen products. Following the 11-hour Rock-a-Thon, the company hosted a fireworks show for the community, with all parking proceeds benefitting the Idaho March of Dimes.

DSA Unveils ETHOS Winners at Annual Meeting

Seven companies received industry-wide recognition Tuesday evening at the Awards Gala capping the Direct Selling Association’s Annual Meeting. Held in San Antonio, the event revealed the winners of this year’s ETHOS Awards, as well as a new inductee into the DSA Hall of Fame.

Last month the DSA announced the ETHOS sub-category winners across seven categories. From those finalists, a panel of industry leaders and outside experts narrowed the selections on the criteria of excellence, creativity and innovation.

In addition to taking home the ETHOS Award for its Project Runway marketing campaign, cosmetics giant Mary Kay saw Senior Vice President Michael Lunceford join other direct selling luminaries in the DSA Hall of Fame. The award honors Lunceford’s longstanding support and leadership of the DSA, where he serves as Chairman of the Government Relations Committee, and the entire industry.

2015 ETHOS Awards

Marketing & Sales Campaigns: Mary Kay Inc., Project Runway/Lifetime TV sponsorship
Product Innovation: LifeWave Inc., Theta One and Theta Active
Excellence in Salesforce Development: Scentsy Inc., Idea Share
Technology Innovation: Rodan + Fields, self-checkout point-of-sale
Vision for Tomorrow: Nu Skin Enterprises, Creating Smiles
Rising Star: All’asta
Partnership Award: Step Into Success

2015 DSN North America 50 List


The DSN North America 50DSN Announces the 2015 North America 50!

This marks the sixth year for the Global 100 list of top direct selling companies in the world, and we would not be Direct Selling News if we did not continually strive to raise the bar.

That is why we are pleased to share with you a new component of the project this year: The North America 50. As a subset of the Global 100, this list draws attention to the most significant players in one of the world’s largest direct selling markets.

As DSN embarks on the annual research for the Global 100, we continue to refine the process as we identify the largest companies and acknowledge their achievements while bringing attention to the magnitude of the direct selling industry as a whole. Within that context, the impact that North American companies have on the global marketplace as well as on those that buy and sell through this channel cannot be overstated.

The following contains the North America 50 ranking for the 2015 DSN Global 100 (based on 2014 revenues). Both lists will be published in the June issue of Direct Selling News.


2015 Rank

Company Name

2014 Revenue

1 Amway $10.80B
2 Avon $8.9B
3 Herbalife $5.0B
4 Mary Kay $4.0B
5 Tupperware $2.60B
6 Nu Skin $2.57B
7 Ambit Energy $1.50B
8 Primerica $1.34B
9 Stream Energy $918M
10 Shaklee $844M

Click here to see the rest of the DSN North America 50 List.