Nu Skin ( NUS) got scraped up Tuesday, shedding 15% after the company shaved second-half guidance.

The Provo, Utah, maker of personal care products said it expects to make about 25 cents a share for the third quarter on revenue of $290 million. Previously the company had expected to make 29 cents to 30 cents a share on revenue of around $300 million. The company cited soft sales in China, Japan and the U.S.

Nu Skin also forecast fourth-quarter revenue of $303 million, which falls well short of the $323 million Thomson First Call analyst consensus estimate.

"Changes to the company's compensation plan in China resulted in a larger-than-expected decline in the number of sales representatives during the quarter," said CEO Truman Hunt. "Consumer uncertainty regarding the regulatory framework for direct selling in China is also negatively impacting sales. This uncertainty has increased following publication in September of the proposed direct selling regulations, which do not enable direct selling compensation programs typically employed outside of China."

Nu Skin said third-quarter China revenue fell 11% from a year ago, and the company trimmed its full-year China revenue target to just over $102 million from the previous $112 million. Nu Skin said third-quarter local-currency sales will be flat in Japan, while the U.S. should post a small year-over-year revenue increase for the quarter.

The company said the third-quarter shortfall in the U.S. and Japan stems from distributors holding back until after new products are launched starting Wednesday at Nu Skin's global distributor convention. The convention, to be held through Saturday in Salt Lake City, will see Nu Skin launch the second-generation model of its Pharmanex BioPhotonic Scanner, along with a new handheld skin analysis tool.

On Tuesday, Nu Skin fell $2.60 to $16.10.

If you liked this article you might like

Spain to Play Netherlands for World Cup

Spain to Play Netherlands for World Cup

Wal-Mart: Analysts' Upgrades, Downgrades

Wal-Mart: Analysts' Upgrades, Downgrades

Netherlands Advances to World Cup Final

Netherlands Advances to World Cup Final

Apple: Analysts' Upgrades, Downgrades

Apple: Analysts' Upgrades, Downgrades

World Markets Mostly Lower Monday

World Markets Mostly Lower Monday