Nu Skin innovates ways to boost quality of life
Print Edition
US-BASED skincare and nutrition product company Nu Skin has innovated the ways it interacts with the society and the consumers.
Nu Skin on October 22 won the awards for its best innovation efforts in setting up a children’s heart disease fund in China. The campaign, called Innovation and Development: Multinational Companies in Shanghai, was organized by Shanghai Daily and Eastday.com.
After three months of public voting and panel assessment, Nu Skin was among the 12 companies that won the top award for their commitment to innovation and community.
Sheng Ziren, vice president of corporate communications at Nu Skin, told a forum on the ceremony that all the innovation Nu Skin has done in corporate social responsibilities is to make good wills widely-spread. Sheng said that Nu Skin, as a company born with innovative
DNA, is always trying to merge the spirit of innovation into good deeds for the public.
“The mission of Nu Skin is to practice the ‘Force for Good’ and create as many smiles as we can. So that when we design a public campaign, we not only focus on how many people will benefit, but how many lives will be changed,” Sheng said.
“Taking our Children Heart Fund for example, as of September this year, the fund had helped more than 4,200 children with congenital heart diseases. The children, with a thankful
heart, will be willing to help others when they grow up. In this way we are turning the society’s negative energy into something positive.”
The Nu Skin Children Heart Fund started in 2008 and teamed up with charity organizations and hospitals to help China’s poor children with congenital heart diseases.
In April this year, the fund started cooperation with the China Youth Development
Foundation and promised to donate 100 million yuan (US$15.9 million) in the next 10 years to aid the treatment of kids with congenital heart diseases. About 10,000 young patients are expected to benefit from the program.
The Children Heart Fund is one of the corporate social responsibilities programs of Nu Skin. From “Nourish the Children” program, to “5.12 Small Sum Credit Fund” and to “Nu Skin Star Making” program, Nu Skin has been delivering on its promise to contribute to the good.
Different from many companies that are keen to make donations, Nu Skin has a philosophy for charity that highlights teaching, sustainability,and public engagement. In every charity program of Nu Skin, the three elements support each other and last from the beginning to the end.
The company’s commitment is to set a lasting plan and offer continuous support. The essence of teaching is to let the recipients thrive on their own and solve problems from the root. By involving the public, the little power of individuals can be aggregated.
As Andrew Fan, president of Nu Skin China said, what Nu Skin cares is not to win eyeball through large amounts of donation, but to offer continuous help to those really in need. This is the philosophy of innovation in charity.
In terms of business operation, Nu Skin has upgraded its experiential marketing to online-to-offline life experience as an innovative way to be closer to consumers.
Nu Skin in April launched an experience store in Xujiahui area in Shanghai, marking a big step in embracing the “New Normal” of Chinese economy. It is the world’s largest experience store for Nu Skin, and it is more comfortable and smarter than other centers in China.
Truman Hunt, president and CEO of Nu Skin Group, said increasing interest of Chinese consumers in online shopping has encouraged Nu Skin to renew its experience center.
“Growth of the health and sustainable market in China is very important to us,” Hund said as he visited the store in April. “With the rapid development of Internet technologies in recent years, more and more Chinese consumers have been accustomed to experiencing offline and purchasing online. Such a consumption trend has prompted Nu Skin to redesign the experience store, and makes it smarter and interesting with stronger focus on consumer experiences.”
The upgraded store covers an area of 3,000 square meters, and represents harmony that Nu Skin advocates between green environment and fashionable technology. The plant’s wall, shelves, and installations could eliminate more than 80 percent PM2.5 outdoors. In the perfectly arranged rest area, consumers can share their leisure time with friends on fashionable and comfortable sofas.
Smarter store
The store has also been smarter after the upgrade with all entrances to training
rooms equipped with conference management systems. The centralized control can cut or connect power at designated times of training. The queueing system is also changed from ordinary screens to flashing lighting digital.
Nu Skin has been growing rapidly in the past 10 years. By the end of Nu Skin has been growing rapidly in the past 10 years. By the end of this year, the market of direct sales in China is expected to exceed the US to become the largest in the world.
After a decade’s experience, Nu Skin has proved to be adaptive to the Chinese market. The public is highly assured of its high quality products and services.
During Chinese president Xi Jinping’s visit to the US in September, Hunt was among US business representatives invited to attend the evening banquet.
“The United States and China are the world's two largest economies and the world’s most influential powers. The two countries currently face many common opportunities and challenges and have become more interdependent,” Hunt said.
“Our company will continue to invest in China and participate in the development of Chinese society. We are willing to make efforts to promote mutual and positive understanding between the two peoples as well as to promote economic and trade cooperation between the two countries.”
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