Jeunesse Global bets big on East Asia, hits jackpot

As confirmed Sinophiles, Randy Ray and Wendy Lewis had travelled and worked extensively throughout the East Asia region. The serial entrepreneurs quickly fell in love with the area and its people, noting the innate intelligence, strong work ethic and enormous civilizational capacity of this most industrious race.

In 2009, Ray and Lewis, who had been responsible for the creation of some of the most successful companies in the history of the North American direct-marketing industry, finally decided, after a decades-spanning career, to hang it up and retire. The workaholic couple genuinely believed that they would be able to accommodate themselves to the slow pace of retired life. They envisioned a sort of permanent vacation, sipping Pina coladas, midday, on the golf course and enjoying long afternoons with their many grandkids.

But reality quickly asserted itself. It turned out that a permanent vacation was more a sentence than a relief. Within two weeks, Ray and Lewis had already seriously undermined their retirement, founding a new company. That company was called Jeunesse Global.

Over the first five years of its existence, Jeunesse Global spread like wildfire. Early on, Ray and Lewis had made the decision that they would concentrate on the East Asian market as a medium in which to both recruit and sell. The couple knew that the region suffered from depressed wages and a general level of poverty that was nowhere near commensurate with its human capital. This bet would prove to be wise.

Randy Ray was able to quickly recruit some of the most accomplished direct-marketing professionals from around the East Asia region. This set off a recruiting bonanza, helping the company to grow from zero into a multi-million-dollar corporation within just a few years of its founding. And Jeunesse had consciously developed its product with an eye on the East Asian markets, recognizing that most of the messaging that works well in East Asia also work well in North America and elsewhere whereas the reverse is not always true.

Today, Jeunesse is quickly becoming one of the top health and beauty brands in the world. Most of the company’s sales still flow from East Asia.

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