New direct-sales retailer Nerium to enter New Zealand market

  • News
  • April 4, 2017
  • Sarah Dunn
New direct-sales retailer Nerium to enter New Zealand market

It’s easy to forget that direct sellers are still active in the Kiwi market when ecommerce is so dominant, but as recently as 2015, total retail sales for the industry topped $215 million according to its representative body. Now, a new player from the United States has announced plans to enter New Zealand.

Nerium International describes itself as a “global leader in science-based, age-defying skincare products”. Order prices for its five products range from AUD$85 for five ‘Eye-V Moisture Boost Hydrogel Patches’ to AUD$160 for ‘Age-Defying Night Cream’.

The Texas-based company was founded in 2011, and already boasts more than $1 billion in cumulative sales. Also targeting Australia, South Korea, Japan and Hong Kong, it will be officially active in New Zealand from April 7, and will hold corporate lead regional training events in New Zealand from 8-11 May. It’s planning a launch event for later in the year.

“We are pleased to announce that Nerium International will open for business in New Zealand, a thriving market for both the global anti-ageing skincare segment and the direct sales industry,” said Nerium International founder and CEO Jeff Olson.

“Nerium International’s leadership team looks forward to bringing our unique business model and revolutionary products to New Zealand as we continue to expand into the Asia-Pacific market.”

In statistics published by the Direct Selling Association of New Zealand, personal care products earned more than $46 million in retail sales from 2015, clocking in behind leading category ‘Nutritional products’ and second-place category ‘Household products’. It put total retail sales at $215,688,540 – DSA executive director Garth Wyllie says he doesn’t expect the 2016 data to be substantially different.

Nerium has been bolder than the DSA, stating in its press release: “With the New Zealand direct selling industry at $1.9 billion and growing, Nerium International looks forward to participating in this thriving market.”

Later communication indicates Nerium had intended to quote the economic impact of direct selling to New Zealand rather than the value of its sales. The latest data from the DSA indicates the economic impact of direct selling in New Zealand is around $2.8 billion.

“I anticipate a small growth with some companies showing stronger growth than others. Particularly those with a focus on party plan/show and tell selling,” Wyllie says.

He says direct sales makes up around 20 percent of the total cosmetic market, but there’s scope for growth in this area.

Asked how direct selling has adapted to compete with the convenience of ecommerce, Wyllie says ecommerce is now part of the direct sellers’ strategy.

“The days of pure door-to-door selling of cosmetics is long past and these products are much more sold by networking and party plan structures supported by strong social media and internet based back room systems,” Wyllie says. “Ecommerce has yet to form a personal relationship in the way that the local Avon lady has been able to with their customers nor does it have the ability to explain how the products work best with particular skin types.”

Those involved in network marketing often join because they’ve tried the product and loved it enough to share with others, Wyllie says. While not all of these sellers progress to running a business, and instead simply purchase at a discount, they’re all part of the direct selling mix.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Human nature: The ethics of selling live animals instore

  • News
  • August 19, 2019
  • Jenny Ling
Human nature: The ethics of selling live animals instore

As part of our deep-dive into the pet category, we looked at the rules around selling live animals in-store. Some retailers are putting more stringent rules in place - what should you do?

Read more

The organic knitwear line created to save high street retail

Unlike many apparel products, From organic merino wasn’t made as a reflection of an abstract artistic concept. Instead, designer Yvonna van Hulzen of Widdess was ...


Gem Retail Hotlist: Adult Toy Megastore balances insights with privacy

  • News
  • August 19, 2019
  • Sarah Dunn
Gem Retail Hotlist: Adult Toy Megastore balances insights with privacy

Privacy is a key concern of customers across every category, but perhaps none more so than those shopping with retailers like Adult Toy Megastore. Manager Nicola Relph shared more detail about how the online adult product retailer gets the best insights out of its data while respecting customers’ privacy.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Human nature: How treating pets as people is driving a retail boom

Demographic changes have shifted the way New Zealanders treat their companion animals. Kiwi shoppers increasingly want to treat their fur babies to a human-like level ...


Here comes the girl gang: Paris Georgia to open New Zealand Fashion Week 2019

Many players in the fashion industry are currently engaged in rewiring their processes to match changing customer expectations around speed and access, but Paris Georgia ...


Mergers: Making it work

  • News
  • August 17, 2019
  • Jai Breitnauer
Mergers: Making it work

We took an in-depth look at recent retail mergers. Jai Breitnauer compiled all the advice from the feature into this handy guide on how to get one right.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit