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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
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Notably, the skin care market has undergone significant changes recently, with new market categories evolving. “Many women are entering the skin care category earlier, looking for preventive products,” says Alviar. “Artistry offers an array of products able to target different areas whether it is a skin condition or income level. The products target those looking to prevent [skin damage] and repair.”
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 new mobile brand experience, while www.youngerlookingskin.com is specific to antiaging products. The brand also tested three-minute infomercials on cable and national television, and announced a partnership with Next Models agency at New York’s 2009 Fashion Week in February. New challenges aside, Alviar says she and the Artistry team must continue to address the everyday aspects of marketing for a global company, and understand how the marketing message must be expressed through every aspect while bringing that message to consumers in new ways.
“Packaging is always a challenge. A lot of time is spent on market research to ensure the package meets the needs of the customers,” she says. “The mobile brand experience will be back on the road this year, and we are hoping to do some philanthropic work—providing makeovers for women re-entering the workforce, for example. Artistry will continue to keep the marketing message simple and accessible to customers.”