Jamie Matusow, Editor10.01.14
Ada, Michigan
www.amway.com
Corporate Sales: $11.8 billion
Beauty Sales: $2.6 billion (est.)
Key Personnel: Steve Van Andel, chairman; Doug DeVos, president; Maud Pansing, Amway vice president global beauty; Catherine Ehrenberger, Amway vice president of research & development.
Major Products: Artistry skincare and color cosmetics, Amway Satinique hair care, Clear.now, Personal Accents, Tolsom skincare and cosmetics.
New Products: Artistry Youth Xtend skincare, Artistry Ideal Radiance brightening line, Amway Satinique hair care.
Comments: Direct-sell entrepreneurship led the way at Amway as corporate sales rose more than 4% to $11.8 billion—a new record for the organization—and a total that earned the company the title of the No. 1 direct selling business in the world, from the Direct Selling News 2014 Global 100.
Artistry Youth Xtend premium skincare collection is a major contributor to sales. Extensive skincare research is in the works.
Although beauty sales are just a fraction of corporate net sales—at a not too shabby estimated $2.6 billion— turnover was strong thanks to the global rollout of products such as the prestige Artistry brand Youth Xtend skin care collection and the launch of Artistry’s Ideal Radiance brightening line. Artistry skincare and color cosmetics are sold exclusively by Amway business owners, and, according to Euromonitor, the brand is ranked among the world’s top-five, largest-selling premium skincare brands. Amway claims more than 3 million distributors and more than 21,000 employees in more than 100 countries and territories worldwide.
In order to meet increasing demand for products, Amway is in the midst of a $375 million global manufacturing and R&D expansion, which includes facilities being built in Washington, California and Michigan in the U.S., as well as a site in India and R&D facilities in China and South Korea. Late in 2013, Amway broke ground on a $10 million botanical research center in Wuxi, China. The center will serve as a site for agricultural research on plants used in traditional Chinese medicine with the goal of incorporating developments into global launches of nutrition and beauty products.
A Focus on Skincare
Artistry has been making much progress with its skin brightening products in Asia, and there is great opportunity for expansion. Catherine Ehrenberger, Amway’s vice president of research & development has said, “We’re elevating our scientific credibility with forward steps that boost skin- care technologies in Artistry brightening products and, ultimately, improve the lives of women everywhere.”
The company has partnered with Yale University on research in this area, and in May 2014, Amway extended the partnership through 2016, adding an additional three years to the original agreement. The focus is on advancing their collective understanding of the molecular biology involved in skin pigmentation—specifically hyperpigmented spots. Findings will fuel breakthrough products in the Artistry Ideal Radiance Collection targeting skin brightening.
Earlier this year, brand agency CBX redesigned Amway’s Satinique hair care portfolio to woo premium hair care customers in Russia, China and elsewhere around the globe. The packaging, which features a jewel-tone and metallic color palette with premium finishes, received an IPDA Award at HBA Global.
www.amway.com
Corporate Sales: $11.8 billion
Beauty Sales: $2.6 billion (est.)
Key Personnel: Steve Van Andel, chairman; Doug DeVos, president; Maud Pansing, Amway vice president global beauty; Catherine Ehrenberger, Amway vice president of research & development.
Major Products: Artistry skincare and color cosmetics, Amway Satinique hair care, Clear.now, Personal Accents, Tolsom skincare and cosmetics.
New Products: Artistry Youth Xtend skincare, Artistry Ideal Radiance brightening line, Amway Satinique hair care.
Comments: Direct-sell entrepreneurship led the way at Amway as corporate sales rose more than 4% to $11.8 billion—a new record for the organization—and a total that earned the company the title of the No. 1 direct selling business in the world, from the Direct Selling News 2014 Global 100.
Artistry Youth Xtend premium skincare collection is a major contributor to sales. Extensive skincare research is in the works.
In order to meet increasing demand for products, Amway is in the midst of a $375 million global manufacturing and R&D expansion, which includes facilities being built in Washington, California and Michigan in the U.S., as well as a site in India and R&D facilities in China and South Korea. Late in 2013, Amway broke ground on a $10 million botanical research center in Wuxi, China. The center will serve as a site for agricultural research on plants used in traditional Chinese medicine with the goal of incorporating developments into global launches of nutrition and beauty products.
A Focus on Skincare
Artistry has been making much progress with its skin brightening products in Asia, and there is great opportunity for expansion. Catherine Ehrenberger, Amway’s vice president of research & development has said, “We’re elevating our scientific credibility with forward steps that boost skin- care technologies in Artistry brightening products and, ultimately, improve the lives of women everywhere.”
The company has partnered with Yale University on research in this area, and in May 2014, Amway extended the partnership through 2016, adding an additional three years to the original agreement. The focus is on advancing their collective understanding of the molecular biology involved in skin pigmentation—specifically hyperpigmented spots. Findings will fuel breakthrough products in the Artistry Ideal Radiance Collection targeting skin brightening.
Earlier this year, brand agency CBX redesigned Amway’s Satinique hair care portfolio to woo premium hair care customers in Russia, China and elsewhere around the globe. The packaging, which features a jewel-tone and metallic color palette with premium finishes, received an IPDA Award at HBA Global.
