When you shoot an image, you have two choices to what happens to the images with respect to in camera process. RAW which does very little if anything to the photo and JPEG which the image is processed according to your camera settings. The JPEG image is affected by the camera's Picture Control (Nikon's name for the feature). There are several choices like Vivid, Standard, Portrait, etc. Each of these applies a process to the JPEG image. If you look at the setting, you can drill into each different one and see how it affects the image (pretend you want to modify the setting to see what it is, then cancel to exit without saving any accidental changes). When you shoot RAW, a side-car file is made of the image for viewing on your LCD screen. The side-card image is affected by the Picture Control.
When you load the RAW image into LR or PS, you are seeing an image that is basically untouched. Hence you need to adjust the image properties as you see fit. If you want to start your RAW photo (i.e. set a base on something close to one of the Picture Control settings), open the image in Camera Raw, and under the icon that looks like a camera, set the Picture Control there. It will be super close to what your camera would have done to the image in its JPEG processing. From there, you can tweak to you hearts content. Hope this helps.