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Amway to Reveal Brand Restage for Its Artistry Beauty Brand

Posted: June 20, 2013

Amway unveiled the future restage of its Artistry beauty brand with the pre-launch of Artistry Youth Xtend Serum Concentrate. The serum is one of eight anti-aging products to come in the new Artistry Youth Xtend Skincare Collection and is the hero product of the line. Designed to revitalize, repair and protect, Artistry Youth Xtend was created to better serve women around the globe who are starting to notice the first signs of aging, like fine lines and wrinkles and loss of radiance, and who want to keep their skin looking younger longer.

The Artistry brand restage also will deliver fresh new brand elements, new Crescendo signature packaging, and the Artistry Forward Beauty philosophy: "Artistry constantly pushes the boundaries of beauty through three key dimensions—discovery, imagination and invention. This is Forward Beauty at its best," says Candace Matthews, CMO, Amway.

"It's our first priority to equip our Independent Business Owners (IBOs) with quality products and a brand that's current within the premium beauty market. It allows our IBOs to be successful with their businesses and attracts others to the innovation and advancements the ARTISTRY portfolio offers," said Cindy Seehase, CMO for Amway North America.

Just as technology evolves, the best of skin care does, too. "Our renewed focus is on elevating the prestige factor," said Maud Pansing, vice president of global beauty, Amway. "The Artistry brand has always possessed superb R&D, exquisite textures and unmatched performance. Moving forward, it will also possess a more dynamic and consistent brand image, as well as a definitive point of view." Another vibrant touch the brand restage will entail is Artistry's global face of beauty and Australian screen actress Teresa Palmer.

"By contemporizing and streamlining the Artistry brand aesthetic to match its innovative performance, we believe we've identified a winning strategy that will rival even our biggest beauty competitors in the prestige retail space," continued Pansing. "Our aim is to lead the charge toward beautifying the direct-selling channel."

The Artistry brand will officially relaunch in September 2013, with an advanced range of skin care products (Artistry Youth Xtend), underscoring the brand's commitment to technological innovation in research and development. The complete collection consists of a cleanser, toner, serum, day and night lotion, day and night cream, and an eye cream, all working together to address the early signs of aging.

At the cornerstone of the Artistry brand's re-emergence is a signature new look—a distinctive and sophisticated package design, called Crescendo, named for the grace and height of its upward-slanted caps. Accompanying the new package design are finessed brand features including a sleeker, more refined Artistry logo and an iconic mark—an "A"—that the brand expects will become more recognizable over time.

"Elegant and elevated, it's the perfect encapsulation of the brand's beauty," explained Olivier van Doorne, president and worldwide creative director at SelectNY, and visionary behind the Artistry brand's revamped aesthetic. "With the exquisite finish in detail and distinctive colors, together these elements reinforce Artistry Forward Beauty positioning."