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NEW YORK (TheStreet) -- Shares of Nu Skin Enterprises (NUS) - Get Nu Skin Enterprises, Inc. Class A Report were falling 8.98% to $53.70 on heavy trading volume late Friday afternoon after the company gave fourth-quarter guidance that came in below analysts' expectations.

After yesterday's market close, the Provo, UT-based personal care products maker said it sees fourth-quarter earnings between 77 cents and 81 cents on revenue of $550 million to $570 million.

Analysts are projecting earnings of 84 cents per share on revenue of $592 million for the current period.

Nu Skin expects full-year revenue between $2.23 billion to $2.25 billion, while analysts are modeling revenue of $2.25 billion.

For the 2016 third quarter, Nu Skin posted adjusted earnings of 89 cents per share on revenue of $604.2 million, above analysts' projections. Wall Street was looking for earnings of 83 cents per share on revenue of $586.1 million, according to FactSet.

"We are pleased that we exceeded guidance and posted year-over-year growth during the quarter," CEO Truman Hunt said in a statement.

The company will hold an investor day on December 7.

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More than 1.40 million of the company's shares traded so far today compared to its average 30-day volume of 720,512 shares.

Separately, TheStreet Ratings Team has a "Buy" rating with a score of B- on the stock.

The company's strengths can be seen in multiple areas, such as its increase in net income, revenue growth, largely solid financial position with reasonable debt levels by most measures, solid stock price performance and good cash flow from operations.

The team believes its strengths outweigh the fact that the company has had somewhat disappointing return on equity.

Recently, TheStreet Ratings objectively rated this stock according to its "risk-adjusted" total return prospect over a 12-month investment horizon. Not based on the news in any given day, the rating may differ from Jim Cramer's view or that of this articles's author.

You can view the full analysis from the report here: NUS

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