brand-logo
Subscribe

New Study Shows Benefits of LifeVantage Products

by

A third-party cell study provided new insights into the synergistic impact of LifeVantage Corporation’s Protandim Nrf2 Synergizer and the MindBody GLP-1 System. When used in combination, the study revealed, the products were shown to not only amplify each other’s benefits, but also activate 22 new genes that can help organs stay structurally sound and support cell regeneration and repair.

Known as the Healthy Weight Stack, synergistic use of the products was found to enhance antioxidant defense, amplify fat metabolism and fight aging on a cellular level. Additionally, it was shown to boost energy and mental clarity while supporting a healthy gut barrier to prevent digestive issues.

“As we age, the health of our organs often dictates how well we feel and function, from maintaining energy levels to staying sharp and coordinated,” said Lisa Barnes, LifeVantage Vice President of R&D and Regulatory. “The Healthy Weight Stack is a true breakthrough. It works by strengthening the cellular bonds that hold our tissues together and restoring the communication networks between and within your organs. This approach empowers the body to age more gracefully and perform at its best.”

The Four “C”s of Building Culture

by

A step-by-step guide to create a vibrant community for your brand.

In our industry, we have a field inherently built into our business model. But the real question is: Have we invested the time and intention to create a true community and strong culture? You may wonder if it’s even important or your responsibility.

The answer is YES, and NOW is the time to double down and really take a stand for the element that makes our industry shine—community.

A true community isn’t just a group of people. It’s a deeper connection. That’s what creates culture—where people can unite around shared ideas, behaviors, beliefs, goals and vision. And when they deeply align with a culture, they can’t help but share it with others.

Face Stock/shutterstock.com

A Spirit of Collaboration

Some companies choose to leave culture creation entirely to the field because they lack the internal resources or attention it deserves. The result is a culture created by default. This hands-off approach creates a missed opportunity to not only build a strong culture but to make your field feel loved, valued and important in the process.

On the other hand, if a company tries to create culture alone, it risks alienating the field, leading to disengagement and exclusion. The essence of a community is belonging, and to exclude your community from taking a big role leaves them feeling isolated and undervalued.

Creating culture isn’t about competing, it’s about complimenting, collaborating and building something better than corporate or the field can do alone. The best culture emerges from co-creation between the company and its community. Done right, it’s one of the most powerful tools a brand can possess. It’s not just nice to have, it’s essential—and more important than ever.

In today’s competitive landscape, word-of-mouth and referral marketing are highly valued across industries. Brands work hard to build communities that foster loyalty and belonging.

It should be no different for direct selling.

Our industry has a built-in field, but we can’t take this for granted. Creating and sustaining community and culture requires effort and intentionality. So how do you create a strong community and thriving culture?

There are four key phases.

Phase 1 / Clarity
Phase 2 / Creation
Phase 3 / Communication
Phase 4 / Consistency

1 / Clarity

This is about knowing who you are; who your community is; and what you collectively stand for. It’s about finding that sweet spot where the company and community intersect to form a culture and naming it by creating what I call a Brand Blueprint.

Chances are you already have a Brand Guide that includes your market position, purpose, mission, vision, core principles and voice as well as logo guidelines and color palettes.

Your Brand Blueprint takes this a step further and includes:

  • Community Identity: Their values, attitudes, interests, lifestyle, personality, etc. This doesn’t need to be who the community is, but it should reflect what it aspires to be.
  • Community Promise: An aspirational statement that affirms the community identity.
  • Community Responsibility: A clearly defined statement of the field’s wants and needs.
  • Community Exchange: How the company rewards the community for its contribution.
  • Community Value: How the company views the community and what they value most about it.
  • Community Collaboration: A policy for how the company seeks to work with the community and what the community can expect.

A Brand Blueprint can foster a deeper connection to your company, empowering your community to feel engaged in co-creating the culture and taking responsibility for it.

Get creative. Go deep. Splurge on this phase and remember, your company is more than what it sells.

2 / Creation

This phase focuses on creating spaces for connection. Review your current tools (e.g., Facebook groups, back-office platforms) and confirm they align with the culture you want to foster. Next, review the communication channels you are currently using and identify opportunities for new channels, elevating the quantity and quality of your communication.

Make these spaces and channels about more than corporate updates; they should reflect the community’s shared identity and values and work intentionally at validating the culture you seek to create.

Now of course, leaders will create their own communities and forums for their team. You want this! Just keep in mind that there also needs to be a stable place that everyone companywide can plug into to connect with the culture of your brand. This is vital in creating and affirming the culture, as well as shining the light on contributors to the community.

DavideAngelini/shutterstock.com

3 / Communication

Now it’s time to make the culture known and loved. To bring it to life. And the most important tool to do that is communication. During this phase, identify the initiatives needed to support your goals, execute projects and measure the results. Aligning this back to your Brand Blueprint is what makes the magic happen. This is where you get to stand out and truly create the unexpected.

Start by aligning all messaging—social media, marketing materials, events, even packaging—with your Brand Blueprint. Create unique, memorable experiences that reflect your culture and resonate with your community.

Do what you say you are going to do. Be who you say you are. If you don’t do this well, you will confuse your community, and they will lose trust. This seems obvious but is often overlooked.

Whether it’s a messy design or mixed messaging in your communication, it creates confusion. Everything from the fonts on your posts and reels to the personality of your customer service rep matters. Your brand voice, personality, key messaging, logo, fonts and colors—it all communicates.

Here are some tips to make whatever you create extraordinary.

  • Collaborate with your community in launches and campaigns.
    Involve the community in the launch of a new product. Promote them in your reels. Let them announce the release of a new tool or product. Encourage user-generated content, reward engagement and recognize contributions.
  • Add value in unique ways at unexpected times.
    Offer exclusive content, experiences or support. Surprise and delight your community. This could be anything from behind-the-scenes access to special events or expert advice. Most companies put attention on the activity before the sale and at the sale. Do the unexpected and look to go beyond the transaction.
  • Show admiration and appreciation consistently.
    Let your community know you are grateful for them. This is beyond the basic recognition. Go bigger. Be louder. And be consistent with it. Spotlight your community members in newsletters or social media shout-outs for more than rank, enrollments or sales.
  • Make it Instagram-worthy.
    Create moments your community will want to share organically. Think of what your community will make a reel about or post about or put in their stories. Not because you ask them to—or even because you incentivize them—but because it had that much of an impact on them.

4 / Consistency

Consistency is what transforms average to excellence. This final phase ensures your efforts are sustained. The goal is to protect the systems, strategies and practices you implemented in the previous phases.

Here is where you must build systems and document processes to maintain the culture, positioning your community and culture to thrive amid challenges, whether it’s employee turnover, rapid growth or unexpected changes. It’s not just about solving problems as they arise—it’s about building resilience and readiness to handle anything that comes your way.

We have all heard the phrase “how you do anything is how you do everything,” and that definitely applies to culture. Consistency builds trust and positions your community and culture to thrive long-term.

“C”s the Day

Community and culture aren’t just buzzwords; they’re essential elements that set great companies apart. And they just happen to be something that our industry is poised to dominate. By co-creating a strong culture with your field, you foster loyalty, collaboration and growth.

It’s time to take a stand; invest in your community; and build something extraordinary. You and your community deserve it.

Jenn Ashby leverages 17 years of multifaceted industry experience, blending her hands-on work as a distributor with her roles consulting with leaders and companies. With a robust background in project management, Jenn excels at translating knowledge and strategies into actionable steps that get results. Her expertise lies in fostering sales growth and brand loyalty by building vibrant communities and cultivating strong company cultures.

From the January/February 2025 issue of Direct Selling News magazine.

VIVRI: To Love Living

by

Founded | 2014

Headquarters | Texas

Top Executive | Daniel Chavez Saul / Founder & CEO

Products | Health & Nutrition

Daniel Chavez Saul has been pursuing excellence throughout his life, first in his education, excelling in his studies at Rice, Harvard and Stanford and then professionally at both Goldman Sachs and McKinsey & Company. But he saw true success—the beautiful balance of personal growth, family connection, financial freedom and generosity to others—as simply out of reach.

To Live

Two fundamental questions inspired Daniel in his journey to launching his own network marketing company: what does it take to be healthy and what does it take to be successful?

“We started VIVRI because we saw an opportunity,” he shared. “An opportunity to achieve more in the two most difficult and important tasks almost every individual undertakes: to be healthy and to be successful.”

Leveraging his relationships at Harvard and Stanford, Daniel assembled a Medical-Scientific Advisory Board to address the critical question of health, and together they worked to develop what would become the VIVRI’s foundational nutrition system. But the question of success was more complicated to answer. With the science in place to develop a nutrition line, Daniel and his team dreamed up a company that would merge their highest life goals into a single path—one that would allow anyone to enjoy a journey where they are rewarded for becoming the best versions of themselves.

“VIVRI originates from the Latin ‘vivere’, which means to live,” he explained. “We placed a heart at the center of our logo, because to us VIVRI means to love living. Our entire community is built around positive values, with love being front and center in everything we do. Today, precisely by growing personally and enriching our families, we pursue financial success and contribute to society.”

In 2014, Daniel brought this vision to life and launched VIVRI in the United States and steadily added new markets, which today include Mexico, Colombia, Peru and Costa Rica among others.

The VIVRI Essential Nutrition System remains the company’s flagship product line and consists of three integral components:

  • ShakeMe!: A complete meal replacement shake with 45 essential nutrients per serving.
  • PowerMe!: An antioxidant energy drink with B-complex vitamins.
  • CleanseMe!: A natural digestive drink with prebiotics.

Additional products include an Omega-3 and Vitamin D supplement for both adults and children, as well as meal replacement soups in several flavors. But the VIVRI products are only a part of the VIVRI lifestyle, which empowers customers and distributors alike with nutrition guidance, including foods to enjoy, foods to avoid, goal setting and healthy living inspiration.

“We dug deep into what the body truly needs to reach its ideal weight and function at its peak,” Daniel shared. “We’ve got millions of satisfied customers and multiple clinical studies backing our method and results.”

To Love

These millions of happy VIVRI customers were introduced to the brand through the company’s growing field of 100,000 Independent VIVRI leaders across the western hemisphere. This dynamic group of LIVs, or Leaders in VIVRI, are sharing the VIVRI lifestyle on social media, through events and in their daily lives. Daniel believes the passion and values of his team and field reflect the network marketing industry itself.

“Network marketing, like VIVRI, is replete with people who have a huge heart and are committed to making a positive impact—brilliant women and men, who are brave to reach outside of their comfort zone and who decide to take control of their destiny. We love our industry and appreciate the companies and individuals who are working ethically to make it better.”

But he also believes that VIVRI offers an opportunity that stands apart in the industry, serving as fuel a potential leader needs to launch a successful entrepreneurial journey. The company’s growth has been organic, growing leaders through its comprehensive income-generation opportunity, rather than recruiting proven leaders from other brands in the industry. As these leaders move through the levels, they can qualify for generous bonuses and annual trips. VIVRI has awarded more than 30,000 trips in the last decade to destinations all over the world.

“Not a single member of our executive team or field leadership came from another direct selling company, so we have been able to build our culture entirely from scratch,” Daniel shared proudly. “We think of VIVRI as being this huge magnet that attracts people who are ‘givers’ and ‘lovers,’ not ‘takers’ and ‘haters.’ We prioritize team over self; we listen to each other; and we build each other up. One of the happy unintended consequences of our giant magnet is to end up meeting so many amazing individuals and developing so many fabulous friendships. For so many of us, VIVRI has become a second family.”

To Grow

Daniel and his team are passionate about the future of VIVRI and expanding the company’s impact throughout the world. But VIVRI’s global footprint has steadily grown over the last decade, guided by what Daniel calls a “turtle-like” mentality, opening a new country, on average, every two to three years. While he’s excited to open in new markets, he sees the possibilities within the seven countries VIVRI already operates in as limitless, guided by LIVs who are actively growing their businesses.

“VIVRI’s most valuable resource for expansion is human capital,” he explained. “We will continue to seek out highly talented and motivated individuals who would like to partner with us to grow, especially in our existing markets. For example, in the United States our field leadership is primarily concentrated in Texas, so in 2025 we will actively look to expand in other states.”

VIVRI’s field will have new products to share in 2025, as the company introduces its newest nutrition innovations: a new line of gut-secreted hormones GLP-1 and PYY activators which will complement its exciting Essential Nutrition System. Beyond nutrition, VIVRI will expand its additional brands, Machē and Vintari, which are focused on skincare, hair care and essential oils.

Daniel’s pursuit of true, balanced success is woven throughout the VIVRI story and—as the company marks a decade of life, love and growth—he’s eager to share what’s possible with even more individuals on the same journey.

“We cannot wait to meet the next generation of leaders who will drive us forward,” he shared. “We’ve changed our lives in spectacular fashion, and it is our greatest joy to pay this forward.”

From the January/February 2025 issue of Direct Selling News magazine.

UW Rated Recommended Provider by “Which?”

by

Utility Warehouse (UW) was named a Which? Recommended Provider for Energy Companies 2025. UW scored five out of five stars for overall customer service as well as accuracy of payments, and received four-star ratings for all other assessment categories, including ease of contacting, usefulness of communications about price changes, clear statements, value for money and customer communications.

“Being rated by Which? as a Recommended Provider is a huge milestone for us, and it’s great to see our efforts recognized like this,” said Stuart Burnett, Utility Warehouse CEO. “We’re proud to champion a better way and offer a real alternative to the status quo. Our business is built on putting people first—giving our customers peace of mind through exceptional value and outstanding service from people who genuinely care.”

UW is only one of three companies in the UK to be named to the Which? list in 2025. The company remains on track to double in size to two million customers in the medium term.

Young Living Spanish Fork Lab Receives A2LA Accreditation

by

Young Living Essential Oils has been accredited for technical competence in chemical testing, achieving the ISO/IEC 17025:2017 accreditation granted by the American Association for Laboratory Accreditation (A2LA).

The A2LA recognition certifies that Young Living’s Spanish Fork Quality Control laboratory meets international standards for testing and calibration. This includes verified lab instrumentation that is properly qualified and maintained, demonstrated validation of test methods, comprehensive data-backed audit trails for testing, and autonomous lab results that are free from external influences.

With this accreditation, Young Living’s analytical essential oil testing that takes place in-house is now ISO-accredited, meaning the company’s internal laboratory has been deemed as trustworthy and reliable as results obtained from third-party laboratories.

“This accreditation substantiates what we’ve always claimed: Our laboratory is a top-notch organization with high standards,” said Paul Hansen, Young Living Vice President of Quality Systems. “We’ve never scrimped on investing in the lab to make sure our testing is accurate and precise and that we’re returning good results for consumers.”

UK Millennials Now Outshop Gen Z on Social Media

by

New research by the Retail Technology Show (RTS) revealed that Millennials in the UK have become the fastest growing demographic for social commerce purchases. This is in sharp contrast to popular belief, which assumed tech-savvy Gen Z to be the leading social shoppers in the nation. UK Millennials who participated in the study showed an affinity for Facebook, Instagram and TikTok, while Gen Z shopped with more frequency on Roblox.

Social commerce in the UK is expected to more than double by 2028, according to a report released by TikTok in partnership with Retail Economics, growing from £7.4 billion to almost £16 billion. This guidance would equate to social commerce comprising 10% of the total online commerce market, a rate that is increasing at four times that of overall ecommerce sales.

This trend is also giving rise to the term “community commerce,” which leverages the power of engagement in online communal spaces to drive shopping.

Zinzino Reports Preliminary Sales Results for 2024

by

Zinzino announced its preliminary sales results for 2024. Group revenue grew by 34% in the fourth quarter, with total revenue for full year 2024 increasing by 25% year-over-year.

Zinzino sales in Q4 2024 reached $60 million. Total Revenue in the Group during this period reached $62 million. Accumulated revenue for full year 2024 was $195 million.

Central Europe proved to be Zinzino’s strongest revenue driver, with $52.5 million for full year 2024 and included Austria, Germany and Switzerland. South and West Europe, which includes Cyprus, France, Greece, Italy, Luxembourg, Malta, Netherlands, Slovenia, Spain, United Kingdom, Belgium, Ireland, Serbia, Turkey and Canary Islands, saw a 50% change year-over-year and brought in $35 million in 2024 revenue.

LifeVantage Unveils 2025 Vision

by

LifeVantage Corporation has declared 2025 its “Drive ERA.” Thousands of LifeVantage Consultants joined the company at its annual Global Kickoff, where the company detailed its vision for the new year and emphasized momentum, innovation and international expansion of its MindBody GLP-1 System.

The MindBody System’s international rollout will begin with Japan, continuing into Australia, New Zealand, Mexico, Europe and Thailand in phases throughout the year. Additionally, the company’s Evolve Compensation Plan, which was revealed in 2023 and 2024, will now take effect in the Philippines, Taiwan, Hong Kong, Thailand and Singapore.

“Over the last several years and during the course of our LV360 transformation we’ve laid the foundation for growth by equipping our Consultants with tools to thrive,” said Steve Fife, LifeVantage President and CEO. “Now, in 2025, we’re challenging the field to leverage that momentum, lean into the possibilities ahead, set ambitious goals, and drive their businesses to new heights.”

The newly introduced Drive ERA incentive, which rewards distributors for achievements in enrolling, retaining and advancing, will run through March, while Evolve Perks, the company’s recognition program has been updated with new rank maintenance gifts and access for international markets to qualifications for a Vietnam getaway.

“In 2025, our focus is on empowering Consultants to seize new opportunities, achieve ambitious goals, and create lasting impact,” said Fife. “This is the year all LifeVantage markets will be on our industry-leading Evolve Compensation Plan as well as have access to the revolutionary MindBody GLP-1 System. It’s a pivotal moment for the entire LifeVantage community to turn vision into reality and elevate success.”

Navigating Network Marketing in Latin American and the US Hispanic Market

by

Key strategies and learnings designed to help companies find success.

As network marketing companies aspire to broaden their reach into the vibrant and diverse markets found in LATAM and the US Hispanic demographic, several pivotal factors must be considered to maximize the chances of success. In this article, we explore the most critical priorities, while also providing insights into the considerable growth potential and current landscape of direct selling within these regions.

Each country within LATAM boasts its own unique customs and preferences that significantly influence marketing strategies.

Three Key Considerations for Market Entry

1 | Understanding Cultural Nuances and Consumer Preferences

It is essential for businesses to delve deeply into the rich tapestry of local cultures, values and consumer behavior. Each country within LATAM boasts its own unique customs and preferences that significantly influence marketing strategies.

Tailor messaging and branding efforts to resonate with local audiences and factor in the linguistic variations and cultural contexts that shape consumer perceptions and purchasing decisions.

2 | Identifying Effective Distribution Channels

The distribution landscape can differ markedly from one country to another. While direct selling stands out as a popular business model, it is imperative to identify and collaborate with local distributors who possess an acute understanding of market dynamics and consumer inclinations.

Establishing strong, mutually beneficial relationships with these distributors can greatly enhance the likelihood of successful market penetration and brand acceptance. Retailing models have been popular in most LATAM markets and remain one of the most successful strategies utilized by some of the largest and oldest companies in the channel.

oneinchpunch/shutterstock.com

3 | Navigating Regulatory Compliance

Understanding and adhering to the regulatory environment is vital for successful market entry. Each country enforces its own set of laws governing direct selling practices, which may include consumer protection regulations, taxation policies and business licensing requirements.

Companies must engage in comprehensive research to ensure compliance with these regulations, thereby avoiding potentially costly legal entanglements and operational disruptions. Unfortunately, these regulations fluctuate with government changes. Mexico is one of the friendliest countries for import permits even though bureaucracy persists in the regulatory environment.

Growth Categories in LATAM and the US Hispanic Market

At present, the market is experiencing significant growth across several key categories.

  • Health and Wellness Products

With a growing emphasis on personal health, nutrition and physical fitness, products within this category are seeing robust demand. Consumers are increasingly seeking solutions that enhance their overall well-being and promote healthier lifestyles.

Marcos Castillo/shutterstock.com
  • Beauty and Personal Care

The beauty segment, which encompasses cosmetics, skincare and personal grooming products, is thriving. This trend is driven by heightened consumer awareness and an increasing willingness to invest in self-care routines that enhance personal appearance and confidence.

  • Sustainable and Eco-friendly Products

As awareness regarding environmental issues continues to rise, the demand for sustainable and eco-friendly products is also gaining momentum. This shift presents a golden opportunity for innovative companies that prioritize environmentally responsible practices and product offerings.

In the context of LATAM and the US Hispanic population, the market is characterized by a harmonious blend of both products and services. While there is a strong emphasis on tangible goods—especially within the health and beauty sectors—services such as cell phone carriers, financial planning, personal coaching and wellness programs are also gaining significant traction and popularity among consumers seeking holistic solutions.

Common Pitfalls for New Market Entrants

When launching in new markets, companies often encounter several common pitfalls, which include:

  • Misunderstanding the Regulatory Environment

The regulatory framework across Latin America can be quite intricate, with varying laws and requirements from one country to another. In the United States, regulations are generally more standardized, but adherence to both federal and state laws remain essential. To ensure continued compliance and avoid legal complications, companies must remain vigilant and informed about any changes in regulations that may impact their operations and strategies.

PR Image Factory/shutterstock.com
  • Underestimating Local Competitors

New entrants may mistakenly overlook the presence of established local brands and their captured market share, which can lead to unanticipated challenges when attempting to gain traction. I recommend traveling to new markets and experiencing different brands both within the network marketing channel and outside of it. Experiencing the differences always gives a better sense of market adaptation, cultural sensitivity and customer need.

  • Neglecting Local Talent

Failing to recognize the intrinsic value of local distributors and corporate talent can severely impede a company’s ability to effectively engage with consumers and build brand loyalty. Early networking with local distributors and corporate employees is key to future success and sustainable growth.

  • Ignoring Cultural Sensitivities

Overlooking cultural differences can result in marketing messages that alienate potential customers rather than resonate with them, ultimately hindering sales and brand acceptance. This is the most common mistake I have seen over the years. Even though other countries and cultures like American products and tendencies, you can’t assume your brand will be immediately successful without cultural adaptations.

The Current State of the Channel

Direct selling continues to flourish in both Latin America and the US Hispanic market. This business model is particularly appealing due to its relatively low startup costs and the flexibility it provides to distributors. The industry has demonstrated remarkable resilience, with many companies adapting to the digital transformation and ecommerce trends that have fundamentally reshaped consumer interactions and buying behaviors.

The future of the channel is moving towards a hybrid model of affiliates and business builders. Several companies have been successful in implementing models where they can support a large base of customers using all the advantages of ecommerce and digital platforms while at the same time providing a compensation plan that is enticing to business builders.

DavideAngelini/shutterstock.com

Incentives and Events

Distributors operating within these markets typically favor incentives that align with their cultural values and expectations. While financial rewards such as commissions and bonuses are undeniably essential, recognition and community engagement also play significant roles in motivating distributors. Companies that foster a sense of belonging and provide ongoing support and training to their distributors tend to see enhanced performance, retention and loyalty.

In-person events remain an indispensable component for cultivating relationships and community among distributors. These gatherings offer invaluable opportunities for training, motivation and networking, which are essential for creating a thriving and supportive direct selling environment. Such events also allow companies to reinforce their brand message and values in a personal and impactful manner.

Influencers, Affiliates and Social Media

Influencers and affiliate marketing are becoming increasingly prominent within the network marketing channel. Their ability to connect authentically with consumers can significantly amplify a brand’s visibility and credibility. Collaborating with local influencers allows companies to navigate cultural nuances effectively and reach broader audiences, thereby enhancing their marketing efforts and extending their reach.

Xavier Lorenzo/shutterstock.com

The future of the industry is looking more like a hybrid that includes a big portion of an affiliate program and a strong portion of a balanced compensation plan that rewards building and coaching distributors.

For companies aiming to establish a robust foothold in these markets, maintaining an active presence on platforms such as Facebook, Instagram and WhatsApp is vital. These platforms are widely utilized for both personal connections and business interactions, serving as effective channels for marketing, community engagement and customer service.

A strong social media strategy can facilitate direct communication with consumers and foster brand loyalty. While these platforms are not a substitute for personal contact or interaction with the consumer, they can be an accelerator of what leaders already do daily to promote the growth of their business.

Dynamics, Demographics and Future Projections

The market is currently on an upward trajectory, with an increasing number of consumers participating in direct selling initiatives. The growth rate varies by category, but the potential for expansion remains remarkably robust overall.

The key demographics for distributors tend to skew towards women aged 25 to 45, who are often motivated by opportunities for flexible income and personal development. As the market continues to evolve, we can anticipate greater diversity among distributors, including younger individuals and a broader representation of various cultural backgrounds and experiences.

Looking ahead, the channel is expected to experience significant growth over the next five to ten years, with an increasing emphasis on digital transformation and sustainability. Companies that strategically adapt to these emerging trends while maintaining a strong local presence will likely thrive in the dynamic and competitive landscape of Latin America and the US Hispanic market.

By aligning their strategies with market demands and fostering meaningful relationships with consumers and distributors alike, businesses can carve out a successful and sustainable path in this promising arena.

Welcome to LATAM

LATAM is one of the fastest growing regions for direct selling, and the US Hispanic market will continue to grow and play a big role in the development of LATAM.

Understanding cultural differences is crucial for businesses aiming to thrive in diverse markets. By recognizing how values, beliefs, social norms, communication styles, shopping habits and attitudes impact consumer buying behavior, companies can tailor their marketing strategies to resonate more effectively with local audiences.

This cultural awareness not only enhances brand acceptance but also cultivates deeper connections with consumers, ultimately driving long-term success in an increasingly globalized marketplace. By embracing cultural nuances and adapting their approaches accordingly, businesses can navigate the complexities of consumer behavior and foster a loyal customer base across varied regions.

Klever LeveL/shutterstock.com

5 Key Benefits of LATAM Expansion

1 / Growing Middle Class

This demographic shift leads to increased disposable income and consumer spending. In the past decade the middle class in Latin America grew 50 percent and now represents 30 percent of the population, according to the WorldBank.

The current spike in middle class numbers is a direct result of the record economic expansion and job creation over the past few years.

2 / Rising Internet Access

Enhanced online engagement presents new opportunities for digital marketing and sales. As of early 2023, the internet penetration rate in LATAM was approximately 75 percent, with some countries like Chile and Uruguay reaching over 90 percent.

The number of internet users in LATAM has been steadily increasing, with reports indicating that there were over 400 million internet users in the region as of 2022. A substantial portion of internet access is mobile. In many countries, mobile internet accounts for more than 60 percent of total internet usage, driven by the widespread adoption of smartphones. The rise in internet access has spurred ecommerce growth in LATAM, with online sales expected to exceed $100 billion by 2025.

3 / Cultural Emphasis on Relationships

Personal connections are crucial in network marketing, making it easier to build trust and brand loyalty. In Latin America, personal connections are at the heart of business interactions. The cultural fabric values trust and interpersonal relationships, which plays a vital role in network marketing.

Consumers are more likely to engage with brands recommended by friends or family, making it essential for marketers to cultivate strong networks. Building rapport and nurturing relationships can lead to increased brand loyalty, repeat business and a robust customer base.

4 / Less Saturation

Many markets in Latin America are still in the early stages of embracing network marketing, resulting in less saturation compared to more developed regions. With fewer established companies competing for consumer attention, new entrants could carve out their niche.

This less crowded landscape allows for greater visibility and the ability to establish a brand presence without the overwhelming competition found in more saturated markets. As a result, network marketers can more easily connect with potential customers, create innovative marketing strategies and achieve sustainable growth.

5 / Young Population

Latin America boasts a vibrant, youthful demographic that is more receptive to innovative business models and entrepreneurial ventures. This younger generation is increasingly tech-savvy, comfortable with digital platforms and eager to explore new opportunities. Their openness to change and willingness to embrace unconventional business practices make them ideal candidates for network marketing.

Alex Hoffmann has more than three decades of experience in the direct selling industry leading both corporate and distributor teams within the channel with expertise in building profitable markets across North America, LATAM and Europe.

From the January/February 2025 issue of Direct Selling News magazine.

ASEA Unveils New Core Strategies for Driving Growth

by

At an exclusive invitation-only event hosted at the company’s Pleasant Grove, Utah headquarters, ASEA Chief Executive Officer Jarom Webb and ASEA Founder and Chair Tyler Norton cast a vision for the company as it enters its 15th year of growth.

“Fifteen years of success is not merely a celebration of the past, but a launchpad for the future,” Norton said. “Yes, we’ve built a strong, stable foundation. But by embracing both the heart and the opportunities of a start-up—along with Jarom’s energetic and strategic leadership—we are poised to propel ASEA into a new era of growth and innovation.”

This new vision includes three core strategies:

  • Next-generation redox products 
  • Existing and new market expansions
  • Significant investments in the business opportunity provided to associates

“At ASEA, stability is foundational to our mission,” Webb said. “Looking to 2025 and beyond, we will not only maintain our success but amplify it. We have tremendous financial flexibility and scalability to make investments in our field, to further strengthen both our products and our systems, and to capitalize on future global opportunities.”

New Amway Wellness Program Focuses on Supporting Gut Health

by

Amway announced the launch of a 30-day guided program designed to help consumers adopt healthy habits and support their own gut health. The Nutrilite Begin 30 Holistic Wellness Program utilizes nutritional supplements and the Amway Wellbeing+ app to help participants focus on four wellness pillars: nutrition, hydration, exercise and mindfulness.

Using guided steps, the Amway Wellbeing+ app wields science-backed assessments to recommend daily habits, as well as engage, educate and inspire accountability. A daily log allows participants to track their product use and progress alongside their healthy habits.

“Emerging science suggests a balanced gut microbiome can positively impact overall health and has a direct and indirect link to many other areas in the body,” said Dr. Amy Shah, a double board-certified M.D. and Nutritionist, and Nutrilite brand spokesperson. “Priming your gut each morning helps it function properly. Getting nutrients from food is best but 90% of us don’t get enough. Supplements can help fill gaps when diet [alone] isn’t perfect.”

In addition to the free, interactive Wellbeing+ app, Nutrilite Begin 30 Holistic Wellness Program includes Nutrilite Begin Daily GI Primer, Nutrilite Balance Within Probiotic, Nutrilite Organics Plant Protein Powder.

“Holistic wellness begins in the gut,” said Kelli Templeton, Amway North America Chief Marketing Officer. “Over time, your gut microbiome can change based on things like diet, exercise, and lifestyle stress. Like the program name states, it’s the best place to begin your wellness journey. As a global leader in health and wellbeing for 65 years, Amway continues to look for ways to take advantage of emerging science and enhance our product portfolio.”

Oriflame Modernizes European Production Strategy

by

Oriflame announced it will transition its European production processes from its current factory in Poland to a select network of high-end European manufacturers. This segmented manufacturing approach will allow Oriflame access to diverse tech and expertise and is expected to improve quality and efficiency for its cosmetics offerings.

Oriflame emphasized that its cosmetics would continue to be manufactured within the European Union to preserve the company’s standards for quality and safety and ensure that product development and manufacturing processes aligned with the company’s vision and excellence.

“The cosmetics market continues to evolve with increasing speed, fueled by advancements in technology and shifting consumer demands,” said Anna Malmhake, Oriflame Group CEO. “With today’s announcement, we are evolving our business model to ensure we have the capabilities to deliver ever-more innovative products at an ever-greater speed to our network of global entrepreneurs and consumers.”