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Profile: Marketing Global Success

By: Alexandra Voigt
Posted: April 7, 2009, from the April 2009 issue of GCI Magazine.

Barb Alviar, Manager of Beauty Marketing Amway Global, www.amway.com; www.artistry.com

Barb Alviar, Manager of Beauty Marketing Amway Global, www.amway.com; www.artistry.com

With 35 years of experience and $1 billion in global sales, Artistry has found the formula for longevity. The beauty branch of Amway Corporation obtained more than 200 patents during this time and secured a spot among the top five worldwide beauty companies for more than seven consecutive years. 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. Barb Alviar, manager of beauty marketing for Amway Global, offers insight on the changes.

“We want to maintain our mission of helping women around the globe feel confident they are doing the best for their skin while keeping our position as a leader in the prestige beauty market,” says Alviar.

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. Alviar notes, “The message has to serve the customer as well as the business. It can be difficult, because sometimes it feels as though there are a lot of messages we are trying to get across through a very small window.”

Artistry created a global team to address specific challenges of effectively marketing to a global audience—with members assigned different global regions with responsibilities for bringing current market insights to the table. “Each will bring market-specific information to meetings. It is a very interesting process, as different markets have different wants and concerns,” explains Alviar. “We use this information to develop our product portfolio going forward.”