2021 was a watershed yr for direct promoting.
Though progress in 2021 didn’t maintain tempo with 2020’s record-breaking yr, the channel did develop domestically. The simplest strategy to summarize 2021’s progress story is that it was a story of two halves. The primary half of the yr loved progress, however that progress slowed dramatically within the second half of the yr. But there are constructive indicators on the horizon—and there may be nonetheless a lot to have fun.
And have fun we did on the thirteenth DSN International Celebration, a stay hybrid occasion, held in individual on Tuesday, April 19, 2022. It was an thrilling evening filled with recognition and camaraderie hosted by DSN Writer & Chief Model Officer Shelley Rojas and DSN Strategic Advisor Heather Chastain. Lots of of individuals—representing greater than 50 corporations world wide—attended in individual. And 1000’s extra watched the occasion on our free livestream. Awards and honors had been revealed in a number of classes, together with the Greatest Locations to Work, Buyer-Centric Firms, Bravo Awards and the DSN International 100 Checklist.
The Greatest Locations to Work Awards
For the previous seven years, DSN has honored direct promoting corporations the place voices are heard and a tradition of teamwork thrives with the Greatest Locations to Work Awards.
This yr, corporations that rose above the competitors to earn the title of Greatest Locations to Work in Direct Promoting exuded a willingness to transparently talk throughout unsure instances; scale flexibility for employees; dig deep to spice up pay; and forged an inspiring imaginative and prescient for long-term success. It’s thrilling to notice that every one seven corporations have obtained this award a number of instances—a real testomony to their company cultures and dedication to positivity and inclusion.
Buyer-Centric Recognition Program
Direct Promoting Information launched the Buyer-Centric Recognition Program in mid 2020. Qualifying corporations make the most of enterprise fashions that boast excessive customer-to-distributor ratios and prioritize buyer gross sales.
Direct promoting corporations with a robust retail base of happy clients are experiencing spectacular progress and deserve recognition for his or her efforts. With evolving shopper expectations and regulatory scrutiny, customer-centric equals success for everybody—distributors, corporations and the channel as a complete.
There are two classes of recognition: Gold Standing—corporations attaining a 5 to a number of ratio; and Platinum Standing—corporations with a ten to a number of ratio.
The present Platinum Standing Buyer-Centric corporations are:
- ACN
- It Works!
- Le-Vel
- Nu Pores and skin
- Prüvit
- Scentsy
- Usborne Books & Extra
The present Gold Standing Buyer-Centric corporations are:
The Bravo Awards
Annually the Bravo Awards panel acknowledges corporations for excellent achievement and excellence in areas of management and the very best proportion of income progress year-over-year. Specialty awards are additionally given to people and firms for his or her achievements in and repair to the direct promoting channel.
The Bravo Management Award is the one Bravo Award given to a person, recognizing excellent achievement and distinctive management of a direct promoting government.
This yr’s recipient was David Holl, Chairman & CEO of Mary Kay. Beneath his management, the powerhouse cosmetics firm has expanded into quite a few new markets and efficiently diversified its income throughout Mary Kay markets worldwide. The corporate has additionally made important progress on key strategic initiatives together with international rebranding and international standardization of core methods and processes. Throughout Holl’s tenure as Chief Government Officer, Mary Kay’s international income has greater than doubled with markets world wide usually setting gross sales and impartial gross sales pressure data.
The distinguished Bravo Progress Award celebrates the domestic-based direct promoting corporations with the very best year-over-year income progress. This yr, DSN acknowledged two winners in two separate classes: services.
OPTAVIA obtained the award within the product class. OPTAVIA is a market chief in U.S. weight administration with a extremely differentiated coach-centric mannequin centered on constantly serving to customers obtain their well being objectives. The corporate grew nearly $600 million in 2021, launching them into the billion-dollar membership for the primary time of their twentieth yr in enterprise. OPTAVIA went from $935 million in 2020 to $1.52 billion in 2021 for a staggering 63 % year-over-year progress.
Our second Bravo U.S. Progress Award winner within the companies class was eXp Realty. eXp is without doubt one of the quickest rising international cloud-based corporations on this planet. eXp surpassed 80,000 impartial brokers worldwide in Q1 of this yr. The corporate continues to develop at an exponential fee. Actually, eXp grew an astounding $2 billion from 2020 to 2021, greater than doubling its income to $3.8 billion.
The Bravo Worldwide Progress Award honors the worldwide firm with the very best income progress year-over-year. This yr, the award went to PM-Worldwide, a number one international well being, health and wonder model. Their progress in recent times has been nothing in need of extraordinary. Actually, they elevated $600 million from $1.11 billion in gross sales in 2019 to an outstanding $1.71 billion in 2020. And in 2021, they did it once more—rising greater than $671 million year-over-year, incomes them back-to-back Bravo Worldwide Progress Awards with a complete of $2.38 billion in income.
The Bravo International Good Award honors corporations that take a proactive strategy to environmental, philanthropic and social accountability points. This yr’s recipient was Natura &Co. The corporate has a formidable listing of initiatives and accomplishments, together with commitments to being Web Zero; objectives in gender variety inside administration ranges; and a dedication to sustainability. They’re additionally the most important B-Company on this planet.
Lastly, DSN introduced a brand new award this yr, the Bravo Impression Award, which honors the achievements of well-rounded corporations that take a holistic, measured and incremental strategy to progress, innovation and operational integrity and excellence. Honorees positively influence their clients, distributors, workers, communities and the channel as a complete—and they’re serving to to shift the general public notion of direct promoting. Two corporations got the award on this, its inaugural yr.
Plexus was chosen for this honor for its outstanding consistency, sustainability and unwavering dedication to giving again to their neighborhood. A major a part of that dedication is their Nourish One trigger advertising and marketing marketing campaign and program. Thus far Nourish One has donated the equal of virtually 31 million meals to kids and households.
The second Bravo Impression Award was given to Scout & Cellar. Launched in 2017, Scout and Cellar is devoted to providing a extra pure, altogether-better wine expertise—from soil to sip. From day one, Scout & Cellar has been on a mission to showcase simply how unimaginable wine could be in its most genuine type, making it freed from poisonous pesticides, synthetic processing aids, synthetic components and added sugar. For Scout & Cellar, it’s so simple as the golden rule—as elementary as embracing the facility of doing the fitting factor.
The International 100 Checklist
Essentially the most eagerly anticipated announcement at annually’s International Celebration is undoubtedly the DSN International 100 Checklist. This listing determines the highest direct promoting corporations on this planet for 2021. Inclusion on the International 100 has change into a degree of much-deserved delight.
The Checklist gives a novel perspective on the worldwide influence of the trade by recognizing corporations’ income achievements. Recognition for every of those corporations is the end result of months of analysis and the cooperation of many people world wide.
This yr’s DSN International 100 Checklist acknowledges 58 corporations attaining greater than $100 million in income for 2021. 13 of the highest 25 grew by $100 million or extra from 2020 to 2021. Full protection of the listing, in addition to evaluation on necessary and rising traits could be discovered beginning on web page 52.
You’ll discover that there are a number of non-public corporations not represented on the listing who declined to take part, but who would have surpassed the minimal qualification of $100 million in annual income. These corporations selected to not report their monetary knowledge for 2020, and we respect their resolution.
Oh, What a Night time!
The DSN International Celebration is the trade awards occasion of the yr—an evening designed to have fun, encourage and encourage! For those who missed the published, you may catch it on replay at DSNG100.com for a restricted time. Gathering collectively in individual after two years of virtual-only conferences created an extremely constructive sense of neighborhood and power throughout the room—the magic of these moments is unquestionably must-see viewing for supporters of the channel.
From the 58 thriving corporations on the International 100 Checklist to the seven Bravo Award winners to the 9 licensed Buyer-Centric corporations and the seven Greatest Locations to Work honorees, DSN acknowledged one of the best of one of the best of the channel all of us love and imagine in.
Congratulations to the winners and thanks to the tons of within the room and 1000’s of viewers worldwide. And a honest thanks to all our Member Firms and Provider Sponsors for serving to DSN present this evening of celebration. And thanks as soon as once more to the great International Celebration hosts, Shelley Rojas and Heather Chastain.
From the June 2022 problem of Direct Promoting Information journal.
