SEOUL, South Korea, Oct. 4, 2012 – ARTISTRY™, the luxury beauty brand of Amway, is the “Diamond Premier Exclusive Sponsor” of the 17th annual Busan International Film Festival (BIFF).  To celebrate the partnership, ARTISTRY and BIFF festival director, Lee Yong-Kwan, convened for a special signing ceremony at the Grand Intercontinental Seoul Parnas.

The 17th annual Busan International Film Festival takes place October 4-13. The 10-day event will debut more than 300 films from 70 countries and host 10,000 guests from 60 countries who want to enjoy the festival and all of its novelties.

The sponsorship is a testament to ARTISTRY’s founding mantra that “each woman is individual like no other, a self-made work of art” (Edith Rehnborg). “ARTISTRY is becoming a globally recognized beauty brand for all women around the world; women who are leading their own lives with grace and poise,”said Candace Matthews, chief marketing officer, Amway.

“We are thrilled to be part of such a prestigious event,” said Maud Pansing, vice president, global beauty. “Our alignment around artistic expression – the BIFF organization in cinema and ours in aesthetics (skincare and cosmetics) – is a perfect fit!”

As the event’s highest sponsor – “Diamond Premier” – ARTISTRY will take center stage at the festivals’ unique programs and curate an experience that is uniquely Busan.  Among its activities, the brand has commissioned world-class Creative Director of SelectNY, ARTISTRY’s branding firm, Olivier van Dorne, to design the event trophies and keepsakes – in particular the NEW “Currents Award, “Flash Forward Award,” “Asian Filmmaker of the Year Award” and “Korean Cinema Award.”

Se-Joon Park, president of Amway Korea, which distributes ARTISTRY products, added, “I’m pleased that ARTISTRY could participate in such a globally recognized film festival like BIFF – especially bringing Hollywood actress, Teresa Palmer, on-board to visit Korea, debut her film, ‘Wish You Were Here,’ and support the cause.”  As the brand’s new global face, signed earlier this year, the Australian ingénue will also headline ARTISTRY’s intimate, private events on-site during the multi-day film festivities.

About ARTISTRY
A global leader in prestige beauty, the ARTISTRY brand offers clinically tested, basic, anti-aging, whitening, intensive treatments and luxury skin care solutions backed by cutting-edge science for both men and women,  along with a diverse lip, eye, cheek and facial color palette to meet the unique needs of women  around the world. Ranked among the top-five, largest-selling premium skin care brands*, ARTISTRY products are sold through a network of more than three million distributors worldwide.

About Amway
Amway is one of the world’s largest direct selling businesses. Founded in 1959 and headquartered in Ada, Michigan, Amway offers consumer products and business opportunities in more than 100 countries and territories worldwide. The company also provides product development, manufacturing and logistics services through its Access Business Group and Alticor Corporate Enterprises divisions. In its most recent fiscal year, the Amway family of companies reported annual sales of $10.9 billion.

*Source: Euromonitor International Limited