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Jeunesse Chief Visionary Officer Scott Lewis practically grew up in the direct selling industry. So, you would think he would approach his job like an insider. But he doesn’t — and that’s one of the secrets behind his success as the company’s chief strategist.
Throughout high school, college and his first years as a young professional, Scott held nearly every position in the direct selling industry companies his entrepreneurial mom Wendy Lewis co-founded with her husband Randy Ray. By the time the successful couple began to think about their newest venture, Scott was an accomplished professional with an MBA, and his input turned out to be one of the keys to their success.
When developing the launch strategy for Jeunesse, Scott believed in a “reverse by design” strategy. Rather than building the US market first, Scott thought the company would have better long-term success by building internationally, establishing a diversified network of viable markets as a foundation for creating a billion-dollar global brand. That contrarian thinking turned out to be right. Today, Jeunesse has a presence in every major world market with 32 offices, 47 warehouses and product distribution in 146 countries.
As the company’s Chief Visionary Officer, Scott continues to keep his eye on the future, while overseeing worldwide events, marketing, and communications as well as working with the company’s five regional presidents to ensure the corporate vision, mission and goals are executed worldwide.
Scott oversees the company’s marketing strategy. With a large global infrastructure and critical processes and systems firmly in place, in 2021 Scott’s strategic focus turned to products — specifically localizing products for international markets. This strategy included using local ingredients and manufacturers, filling unique niches, and entering growing product categories in specific markets.
Jeunesse launched more than 20 new products with award-winning branding and marketing assets across five regions, ranging from supplements and beauty items to beverages and personal care goods.
This localization strategy resulted in lowered product costs and market growth. The average growth of the top three markets was greater than 106% in 2021. Also notable among the top 10 growth markets with at least $150,000 USD in monthly revenue:
- Top growing regions were Europe, Middle East, Greater China, and Latin America
- Growth ranged from 7.7% to 104%
- Growth among the top three markets averaged 59%
- Nine of the top ten growth markets saw double-digit growth
Live, in-person events are a key revenue driver for the company. The pandemic put a halt to in-person events in 2020. However, Jeunesse was able to venture back into hosting limited live events in 2021 by taking a localized approach to its event planning. Using its http://jeunesseevents.com/">JeunesseEvents.com platform, the company was able to able to offer virtual only, limited in person, and hybrid events, depending on the situation in each host country and region.
In 2021, Jeunesse celebrated its 12th anniversary. In addition to establishing itself among the top tier of the direct selling industry and making history as the youngest company to achieve billion-dollar annual sales, Jeunesse has achieved many notable accomplishments since its inception:
- Surpassing $8 billion in cumulative worldwide sales
- Establishing a presence in every major world market with 32 offices, 47 warehouses and product distribution in 146 countries
- Garnering more than 980 corporate awards, including 40 awards for Company of the Year and 110 for its founding team
- Establishing its nonprofit foundation http://www.jeunessekids.org/">Jeunesse Kids™ (more than $13 million raised since 2012)
Amid the success, Scott has never let Jeunesse lose sight of its primary ambition: To help others. Through Jeunesse Kids, he is doing just that. In 2021, Jeunesse Kids donated $1,164,935 to 7 charities, funding 13 projects in 11 countries.
