Forward Beauty Redefined: Amway Unveils New ARTISTRY™ Brand Positioning
One of the World’s Largest Direct-Selling Beauty Brands Re-emerges as Global Prestige Competitor
May 7, 2012
“ARTISTRY constantly pushes the boundaries of beauty through three key dimensions—discovery, imagination, and invention. This is Forward Beauty at its best.”
– Candace Matthews, Chief Marketing Officer, Amway
ADA, MICHIGAN (May 7, 2012) – Amway unveiled the future of its ARTISTRY™ brand amidst a glorious backdrop of Mediterranean seaside splendor. In Portofino, Italy, where about 175 of Amway’s Top Distributor Leaders representing 14 countries gathered for its fourteenth annual Founders Council, ARTISTRY rolled out the red carpet, figuratively and literally, debuting its stunning new global face, screen actress Teresa Palmer, inspired anti-aging skincare and color collections punctuated by innovation and glamour, signature Crescendo packaging and fresh brand elements.
“Our goal, first and foremost always, is to engage and excite our distributor network, and in doing so – attract more people to our brand,” said Candace Matthews, chief marketing officer for Amway. “ARTISTRY products are amazing by every standard – in terms of innovation, performance, application. It’s now time the rest of the world knows!”
A Sleeping Beauty Awakens
Over the last 10 years, ARTISTRY has quietly and steadily grown into one of the top-five largest selling premium skincare 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 US] the ARTISTRY brand portfolio includes six distinctive skincare collections and ARTISTRY Men – all blending prized ingredients with cutting edge science. ARTISTRY also boasts a comprehensive range of makeup products for eyes, lips, cheeks and face.
Thanks to the largest, independent, global database of skin diagnostics called F.A.C.E.S (Facial Analysis Computer Evaluation System) – now at more than 10,000 entries – ARTISTRY scientists have been able to capture and evaluate actual biological data from real women using a combination of specialized photography and state-of-the-art image analysis. A questionnaire provides insight into subject’s most pressing skincare concerns. ARTISTRY scientists then translate this data into clinically proven formulations that meet the diverse skincare needs of women around the globe.
Where Prestige Meetings Direct Selling
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.
Discover, Imagine, Invent
In 2013, ARTISTRY will unveil several fresh new brand elements inspired by its creative pillars – Discovery, Imagination and Invention – underscoring its “Forward Beauty” positioning. “Our aim,” explained Pansing,” is to lead the charge toward beautifying the direct-selling channel.”
Product Innovation: Introducing YOUTH XTEND™
The ARTISTRY brand will officially re-launch later this year, in Korea, Japan and Thailand, with an advanced range of skincare 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 (known in Africa as the “Tree of Life”), along with Acerola Cherry and Black Currant, which deliver protective antioxidants plus soothing and moisturizing benefits to help sustain skin’s cushion and vibrancy.
The YOUTH XTEND collection encompasses 11 skincare products ranging in price from approximately $38.00-$113.00.
A Design Crescendo: Introducing new Signature Packaging
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.
“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,”
About Face: Meet Teresa Palmer
With a new look also comes, quite literally, a new face in the form of Australian actress, Teresa Palmer, with whom the brand entered into a three-year partnership. The vibrant film star, who graced the cover of WHO magazine’s “Sexiest People” issue and appeared in GQ Australia’s April issue, recently appeared in “Wish You Were Here” with Joel Edgerton and will also star in the upcoming features, “Warm Bodies” with Nicholas Hoult and “AWOL” with Liam Hemsworth.
“I’m delighted to work with a brand like ARTISTRY that provides independence to so many women around the world, and does so with amazing products that help us look good and feel good about ourselves,” said Teresa Palmer.
Best known for her role in the sci-fi thriller, “I Am Number Four” with Alex Pettyfer, Teresa also appeared in the “The Sorcerer’s Apprentice” alongside Nicolas Cage, “Bedtime Stories” with Adam Sandler and “Take Me Home Tonight” with Topher Grace. She was chosen by ARTISTRY for her genuine charisma and exemplary achievements as an actress with strength and grace – attributes the brand shares with its global network of Distributors.
The ARTISTRY brand is also extending its prestige message to the digital space, with interactive mobile and web experiences as well as social tools to engage both Distributors and their customers. With tools such as the ARTISTRY Virtual Makeover and Skin Care Recommender, women may digitally “sample” and find those products that best suit their personal needs. Additionally, Distributors receive education on the latest product launches with digital publications for the iPad™ currently available in the iTunes™ App Store. “With a multitude of mobile apps and web experiences being rolled out globally, our goal is to give Distributors the tools needed to create excitement and engagement in the field,” explained Mike Edwards, director for Digital and Experiential Marketing.
ARTISTRY will introduce the YOUTH XTEND brand along with its new brand elements over a two-year period beginning with Korea in November, followed by Japan, Thailand and Southeast Asia. In March 2013, ARTISTRY will re-stage in Australian/New Zealand and in the fourth quarter, in China, Europe and The Americas.
The ARTISTRY brand is sold through a network of more than three million Distributors worldwide.
A global leader in prestige beauty, ARTISTRY offers clinically tested, basic, anti-aging, whitening, intensive treatments and luxury skin care solutions backed by cutting-edge science 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 is sold through a network of more than three million distributors worldwide.
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 80 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. For more information, please contact Amway’s media information staff at 616.787.7565, or via e-mail at: firstname.lastname@example.org.
*Source Euromonitor International Limited; Beauty and Personal Care 2011, premium cosmetics and premium skincare category and subcategory; global 2010 value RSP.