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By: Brian Budzynski and Jeff Falk
Posted: January 5, 2010, from the January 2010 issue of GCI Magazine.
page 7 of 7In 2009, Amway Corporation’s Artistry brand was in its seventh year as one of the top five worldwide beauty brands, posting $1 billion in global sales. Artistry’s success is particularly unique given Amway’s long-standing distribution/sales network, and Artistry’s marketing approach is evolving to maintain the level of success and grow the brand. To maintain the company mission of truth in science, consumer relationships and beauty, Artistry has relied on the marketing campaign “True Science, True Beauty” for several years. The worldwide campaign affords the company the opportunity to highlight the science behind the products.
Artistry created a global team to address specific challenges of effectively marketing to a global audience—with members assigned to different global regions with responsibilities for bringing current market insights to the table. The drive to address the expanding market and elevate the brand’s profile led to the addition of two “micro-sites” to www.artistry.com. One, www.artistrybeauty.com, offers information on the company’s mobile brand experience, while www.youngerlookingskin.com is specific to antiaging products. All these efforts are geared toward understanding how the marketing message must be expressed through every aspect while bringing that message to consumers in new ways.
Len Kulka, Director, Creative Development, ColorWorks, Consumer Packaging, Clariant Masterbatches
With a blend of eloquence and expertise, Len Kulka helps brand owners apply the latest color innovations and technologies to packaging that emphasizes branding, shelf presence and market differentiation.
Kulka—who joined Clariant Masterbatches in 1996 after nearly 25 years in the plastics colorants industry—has held a variety of engineering, technical and development positions and has experience in a wide array of plastics molding processes, with an emphasis on the use of special-effect colors in multi-layer polyolefin bottles. With the insight on colors and technical prowess in every stage of bottle manufacture, forged by his background, speaking with Kulka illuminates a world of possibilities. It is this background that allows what is imagined to become that which is realizable.
“Where I think we distinguish ourselves is in our understanding of what’s out there in the marketplace, what’s available on the technical side, what the brand owner is trying to achieve,” he told GCI magazine in late 2009.
Among his accomplishments, Kulka introduced the first commercial color system for personal care HDPE tri-layer bottles, and was responsible for the first commercial launch of soft touch, iridescent, foam etching and Spectrachrome effects in HDPE multi-layer bottle structures. His most recent efforts have been focused on the development of color systems for the newest color gradation special effects. In addition, he is a member of the Color Marketing Group and the Society of Plastic Engineers.