bodyType

customContents

entityId

printArticlePageQuery

filter

article

body

urlAlias

articleSectionsContent

articleSeoArticle

articleSourceHeaderArticle

contentSchemaRenderContent

contentSubHeadlineContent

contentHeadlineContent

mainImagePrintArticleArticle

authorBlockPrintArticleArticle

contentSponsorTagContent

articlePianoPaywallContent

scmpYoutubeContent

hooksTrackPageViewArticle

query printArticlePageQuery(
  $entityId: String!
  $customContents: [CustomContentInput]
  $bodyType: BodyFormatTypeEnum
) {
  article(filter: {entityId: $entityId}) {
    entityId
    body(customContents: $customContents, type: $bodyType) {
      json
    }
    urlAlias
    ...articleSectionsContent
    ...articleSeoArticle_3o8td4
    ...articleSourceHeaderArticle
    ...contentSchemaRenderContent
    ...contentSubHeadlineContent
    ...contentHeadlineContent
    ...mainImagePrintArticleArticle
    ...authorBlockPrintArticleArticle
    ...contentSponsorTagContent
    ...articlePianoPaywallContent
    ...scmpYoutubeContent
    ...hooksTrackPageViewArticle
    id
  }
}

fragment articlePianoPaywallContent on Content {
  __isContent: __typename
  ...hooksPaywallPromiseContent
}

fragment articleSectionsContent on Content {
  __isContent: __typename
  sections {
    value {
      ...helpersCheckIfNewsSectionInFirstIndexSection
      ...entityLink
      name
      id
    }
  }
}

fragment articleSeoArticle_3o8td4 on Article {
  ...hooksArticleSeoArticle
  ...helpersCheckIsPostiesArticle
  ...helpersGetArticleTypeArticle
  entityId
  publishedDate
  updatedDate
  summary {
    text
  }
  subHeadline {
    text
  }
  body(customContents: $customContents, type: $bodyType) {
    text
  }
  keywords
  sections {
    value {
      name
      id
    }
  }
  topics {
    name
    entityId
    id
  }
  urlAlias
  authors {
    name
    id
  }
  images {
    style(filter: {style: "768x768"}) {
      url
    }
  }
  readingTime
}

fragment articleSourceHeaderArticle on Article {
  urlAlias
  ...entityLink
}

fragment authorBlockPrintArticleArticle on Article {
  ...defaultArticleDateContent
  ...authorNamesArticle
}

fragment authorNameAuthor on Author {
  ...entityLink
  name
  entityUuid
}

fragment authorNamesArticle on Article {
  authorLocations
  authors {
    entityId
    location
    ...authorNameAuthor
    id
  }
}

fragment blockquoteQuoteContent on Content {
  __isContent: __typename
  ...contentShareWidgetContent
}

fragment checkersCheckContentContainsStarlingImageContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment contentHeadlineContent on Content {
  __isContent: __typename
  headline
  socialHeadline
  ...contentHeadlineTagContent
  ...helpersUseContentSponsorContent
}

fragment contentHeadlineTagContent on Content {
  __isContent: __typename
  ...hooksContentHeadlineTagContent
}

fragment contentNewsletterWidgetContent on Content {
  __isContent: __typename
  topics {
    relatedNewsletters {
      ...helpersMassageToNewsletterItemNewsletter
      id
    }
    id
  }
  sections {
    value {
      relatedNewsletters {
        ...helpersMassageToNewsletterItemNewsletter
        id
      }
      id
    }
  }
  ... on Article {
    relatedNewsletters {
      ...helpersMassageToNewsletterItemNewsletter
      id
    }
  }
}

fragment contentSchemaRenderContent on Content {
  __isContent: __typename
  ...blockquoteQuoteContent
  ...imageContent
  ...inlineWidgetContent
  ...photoGalleryWidgetContent
  ...scmpYoutubeContent
}

fragment contentShareWidgetContent on Content {
  __isContent: __typename
  entityId
  urlAlias
  shortUrl
  socialHeadline
  headline
}

fragment contentSponsorTagContent on Content {
  __isContent: __typename
  ...helpersUseContentSponsorContent
}

fragment contentSubHeadlineContent on Content {
  __isContent: __typename
  subHeadline {
    json
  }
  summary {
    json
  }
  ...contentSchemaRenderContent
}

fragment defaultArticleDateContent on Content {
  __isContent: __typename
  ...hooksArticleDateUtilsContent
}

fragment entityLink on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  __typename
  entityId
  entityUuid
  urlAlias
  urlRedirect {
    toUrl
    id
  }
  application {
    entityId
    id
  }
  ... on Section {
    fullSectionPath {
      entityId
      id
    }
    parentSection
  }
  ...helpersAppBarVariantBase
  ...helpersApplicationBase
  ...helpersCheckIsPlusArticle
  ...helpersStyleSectionContent
}

fragment helpersAppBarVariantBase on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  ...helpersCheckIsLiveArticle
  ...helpersCheckIsPlusPage
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostiesPage
  ...helpersCheckIsPostMagazineArticle
  ...helpersCheckIsStyleArticle
  ...helpersSectionContent
  ...helpersStyleSectionContent
}

fragment helpersApplicationBase on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostiesPage
  ...helpersCheckIsPlusPage
}

fragment helpersCheckIfNewsSectionInFirstIndexSection on Section {
  name
}

fragment helpersCheckIsAmpEnabledArticle on Article {
  entityId
  types {
    value {
      entityId
      id
    }
  }
  sections {
    value {
      entityId
      id
    }
  }
  disableOffPlatformContent
  sponsorType
  published
  ...helpersCheckIsPlusArticle
  ...helpersCheckIsPostiesArticle
}

fragment helpersCheckIsLiveArticle on Article {
  flattenTypeIds
  liveArticle {
    status
    id
  }
}

fragment helpersCheckIsMainTopicContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment helpersCheckIsPlusArticle on Content {
  __isContent: __typename
  ... on Article {
    paywallTypes {
      entityUuid
      id
    }
  }
}

fragment helpersCheckIsPlusPage on Page {
  urlAlias
}

fragment helpersCheckIsPostMagazineArticle on Article {
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersCheckIsPostiesArticle on Article {
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersCheckIsPostiesPage on Page {
  urlAlias
}

fragment helpersCheckIsStyleArticle on Content {
  __isContent: __typename
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersGetArticleTypeArticle on Content {
  __isContent: __typename
  ... on Article {
    types {
      value {
        entityId
        id
      }
    }
  }
}

fragment helpersMassageToNewsletterItemNewsletter on Newsletter {
  entityId
  name
  alternativeName
  description {
    text
  }
  summary {
    text
  }
  homepageDescription {
    text
  }
}

fragment helpersSanitizeArticleTypeEntityIdsArticle on Article {
  types {
    value {
      entityId
      id
    }
  }
}

fragment helpersSanitizeAuthorTypesArticle on Article {
  authors {
    types
    id
  }
}

fragment helpersSanitizedAuthorEntityIdsArticle on Article {
  authors {
    entityId
    id
  }
}

fragment helpersSectionContent on Section {
  fullSectionPath {
    entityId
    id
  }
}

fragment helpersStyleSectionContent on Section {
  fullSectionPath {
    entityId
    id
  }
}

fragment helpersUseContentSponsorContent on Content {
  __isContent: __typename
  topics {
    entityId
    sponsor {
      ...sponsorTagSponsor
      name
      type
      id
    }
    id
  }
  ... on Article {
    sponsorType
  }
  ...helpersCheckIsMainTopicContent
}

fragment hooksArticleDateUtilsContent on Content {
  __isContent: __typename
  createdDate
  publishedDate
  updatedDate
}

fragment hooksArticleSeoArticle on Article {
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostMagazineArticle
  ...helpersCheckIsStyleArticle
  ...hooksContentHeadlineTagContent
  ...helpersCheckIsAmpEnabledArticle
  entityId
  headline
  socialHeadline
  types {
    value {
      entityId
      id
    }
  }
  authors {
    entityId
    id
  }
  images {
    generic_og: style(filter: {style: "og_image_scmp_generic"}) {
      url
    }
    styles(filter: {styles: ["og_image_posties_article", "og_postmag", "og_image_style", "og_image_scmp_analysis", "og_image_scmp_explainer", "og_image_scmp_editorial", "og_image_scmp_fact_check", "og_image_scmp_debate", "og_image_scmp_live", "og_image_scmp_obituary", "og_image_scmp_opinion", "og_image_scmp_review", "og_image_scmp_series", "og_image_scmp_generic"]}) {
      url
      style
    }
    type
  }
  urlAlias
}

fragment hooksContentHeadlineTagContent on Content {
  __isContent: __typename
  __typename
  ... on Article {
    types {
      value {
        name
        entityId
        description {
          text
        }
        id
      }
    }
    ...helpersCheckIsStyleArticle
  }
  flag
  sections {
    value {
      name
      id
    }
  }
  ...hooksContentHelperContent
}

fragment hooksContentHelperContent on Content {
  __isContent: __typename
  ...helpersSanitizeArticleTypeEntityIdsArticle
  ...helpersSanitizeAuthorTypesArticle
  ...helpersSanitizedAuthorEntityIdsArticle
  flag
}

fragment hooksPaywallPromiseContent on Content {
  __isContent: __typename
  entityId
  ...helpersCheckIsPostiesArticle
}

fragment hooksTrackPageViewArticle on Article {
  entityId
  publishedDate
  headline
  sections {
    value {
      name
      id
    }
  }
  urlAlias
  authors {
    name
    id
  }
  entityUuid
}

fragment imageContent on Content {
  __isContent: __typename
  headline
  ...checkersCheckContentContainsStarlingImageContent
}

fragment inlineWidgetContent on Content {
  __isContent: __typename
  ...contentNewsletterWidgetContent
}

fragment mainImagePrintArticleArticle on Article {
  images {
    title
    url
    isSlideshow
    size_652x446: style(filter: {style: "652x446"}) {
      url
    }
  }
}

fragment photoGalleryDialogContent on Content {
  __isContent: __typename
  __typename
  ...contentShareWidgetContent
}

fragment photoGalleryWidgetContent on Content {
  __isContent: __typename
  ...photoGalleryDialogContent
}

fragment scmpYoutubeContent on Content {
  __isContent: __typename
  entityId
  urlAlias
  publishedDate
}

fragment sponsorTagSponsor on Sponsor {
  name
  type
  images {
    url
  }
}


sections

types

disableOffPlatformContent

sponsorType

published

headline

socialHeadline

authors

images

publishedDate

updatedDate

summary

subHeadline

keywords

topics

readingTime

authorLocations

entityUuid

SCMP Reporter

Skincare empire has overcome initial consumer confusion to capitalise on the Chinese diaspora in the US and Canada

Revisiting the Hong Kong offices of Nu Skin Enterprises 14 years after the fanfare of their launch is an enlightening experience.

Back in 1991, the arrival of the clean-cut Utah Mormon bosses of the now vast skincare empire was greeted with some scepticism. Multi-level marketing, or direct sales as Nu Skin insists on calling it, was poorly understood in 1991 even though Amway and Tupperware had blazed a similar trail. Hong Kong seemed too small a place for network sales to endure.

The image of multi-level marketing has had a bumpy ride, thanks to public confusion which has been compounded by periodic dodgy pyramid-selling scheme scandals in China. These led to the mainland authorities slapping a blanket ban on direct sales in 1998.

No such ban exists here, and Nu Skin has built a business with an annual turnover of  $300 million. They listed  in New York in 1996, and global sales hit a massive US$1.14 billion last year in the 39 countries where they operate. Growth is 15 per cent per annum.

Founded by Mormons from Provo, Utah, the company operates according to a strict philosophy. There is no borrowing of money and their earnest mission statement sums up their philosophy: 'We are in business to act as a force for good throughout the world. We do this by selling exceptional products, by providing rewarding direct sales business opportunities and by supporting distributors, stockholders, consumers, and employees in ways that improve their quality of life.' And all this by selling premium skincare products and Pharmanex dietary supplements.

Their products, developed by the team of 125 in-house scientists, featured 'all of the good and none of the bad', said  Angela Lau Ming-yan, Nu Skin Enterprises' president for Hong Kong and Macau.

A giant spoon adorns the lobby wall of their opulent  Causeway Bay  offices and harks back to the company's origins in 1984, Ms Lau says. Then the founders, who had just US$5,000 of start-up capital, produced big buckets of test potions complete with spoons so neighbours could help themselves to samples.

From such humble origins has the mighty empire grown. The Hall of Fame along one wall is crammed with beaming photos of Nu Skin icons, Hong Kong's super sellers or Blue Diamond 'distributors' who have made serious money.

Many of the stellar performers started selling Nu Skin part-time and became so successful they gave up their day jobs, Ms Lau says.

The world of Nu Skin has its own language. There are Blue Diamonds, 'uplines' and 'downlines' - the last two refer to people above or below you, respectively, in the sales hierarchy. And everything is couched in terms of the utmost positivity.

Do they still call anyone who doesn't share the Nu Skin vision a 'dream stealer' - something this interviewer was accused of being in her last encounter with  Nu Skin.  'Yes', Ms Lau admits reluctantly.

Indeed, all is not as relaxed as it seems. Beneath the blinding fluorescent glare of the showroom lighting both Ms Lau and her PR executive tape this interview and, though free with the big numbers, they are cagey about just how much star performers rake in. If she revealed the figures, she laughs nervously, the distributors might think they can 'put up their cheque, saying I made this much, follow me'.

The Nu Skin model is ingenious. Having started in the United States and Canada, it moved to Hong Kong where it capitalised  on the Chinese diaspora and its web of links between the three countries.

It works like this: the top layer or upline (the early birds who got in first) recruit their downline people and then make commission on every layer of sales as the downline fans out with each layer of new recruits. Each tier of new and active distributors recruited means more money for the layers above. This is on top of the 43 to 50 per cent everyone makes on their personal product sales. From 2,000 in 1991, Hong Kong now boasts 22,000 'active' distributors.

Marketing and advertising are superfluous because the Chinese overseas network is so global that the uplines, many of which originated in the US and Canada, can recruit downlines overseas as soon as a new country is added to the list. Does that effectively block anyone new getting in at the top in a new market? Ms Lau says not.

'A lot of people come in late but are very successful,' she insists. For example, the Hong Kong upline moved to Taiwan when that market opened. Nu Skin distributors include every nationality - Hong Kong's top performer is Japanese and Japan is their biggest market. But she admits a lot of uplines originate in the US.

When a new market is announced, Nu Skin headquarters in Utah can watch as their networks swing into action. 'They will do the work, call their friends,' Ms Lau says. 'Every unopened market is a new opportunity.'

Hamstrung by the 1998 direct selling ban in China, Nu Skin instead opted for the traditional retail route in early 2003 and now operates 110 outlets on the mainland. 'It's worked very well,' Ms Lau says. 'Turnover in China is US$114 million annually with 10 per cent growth in 2004. After just two years it shows great potential.'

Without the network of eager beavers doing their marketing for them in China, the company is using traditional media and billboard advertising to spread the Nu Skin gospel. As soon as the mainland relaxes the ban on direct selling, they plan to revert to their usual model.

So what attracts Nu Skin distributors?

'Low risk and low capital, it provides a level platform no matter what your education or background, it's all equal opportunities,' Ms Lau says, adding that new recruits receive  training. 'The training is compulsory - we want to make sure they understand the code of ethics.'

She is quick to scotch the idea that the top upline people have an easy time living off the efforts of those below. 'The upline has to have training and do a lot of work,' she says. 'Bonding is very important in this kind of business.'

So where next for Nu Skin? India and Russia remain unconquered. Indonesia opens this year, but so keen is the  appetite to colonise new territories they are rationed. 'We only open two new markets each year, to give them a chance to do it properly,' Ms Lau explains.



Nu Skin grows layer by layer