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Amway Unveils New Brand Positioning for Artistry

Posted: May 29, 2012

During the past 10 years, Artistry, the beauty and skin care brand of direct seller Amway, has quietly and steadily grown into one of the top five premium skin care brands in the world, according to Euromonitor. Sold in nearly 50 countries and territories by more than three million distributors (independent business owners, or IBOS, in the U.S.), the brand’s portfolio includes six distinctive skin care collections and Artistry Men. Artistry also boasts a range of makeup products for eyes, lips, cheeks and face.

Today, despite revenues of nearly $1.7 billion, Artistry brand awareness fluctuates greatly between regions. “Hence our renewed focus on elevating the prestige factor,” said Maud Pansing, vice president, global beauty. “Artistry 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.”

“By contemporizing and streamlining the Artistry brand aesthetic to match is stealth performance, we believe we’ve identified a winning strategy that will rival even our biggest beauty competitors in the prestige retail space,” continued Pansing.

The Artistry brand will officially relaunch later this year in Korea, Japan and Thailand, with an advanced range of skin care products called Youth Xtend, underscoring the brand’s commitment to technological innovation in research and development. Developed to address the earliest signs of age, the Youth Xtend collection combines a three-fold approach beginning with a patent-pending botanical extract, LifeSirt, derived from Mediterranean myrtle, known for its skin rejuvenating properties. An exclusive Micro X-6 peptide (protein) helps target fine lines and wrinkles while helping to boost collagen. Rounding out the formula is a nutrient-rich extract from the fruit of the African baobab tree, along with acerola cherry and black currant, which deliver protective antioxidants plus soothing and moisturizing benefits to help sustain skin’s cushion and vibrancy.

And 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”—which the brand expects will become more recognizable over time.