Global Beauty Leader, ARTISTRY, Unveils First Product In Brand Restage Rollout
Amway today unveiled the future restage of its ARTISTRY(®) brand with the pre-launch of ARTISTRY YOUTH XTEND(TM) Serum Concentrate. This powerful serum is one of eight revolutionary anti-aging products to come in the new ARTISTRY YOUTH XTEND Skincare Collection and is the hero product of the line. Designed to revitalize, repair and protect, ARTISTRY YOUTH XTEND was created to better serve women around the globe who are starting to notice the first signs of aging – like fine lines and wrinkles and loss of radiance – and who want to keep their skin looking younger, longer. The ARTISTRY brand restage will deliver fresh new brand elements, new Crescendo signature packaging, and the ARTISTRY Forward Beauty philosophy:
“ARTISTRY constantly pushes the boundaries of beauty through three key dimensions -discovery, imagination, and invention. This is Forward Beauty at its best.”
A Sleeping Beauty Awakens
ARTISTRY has steadily grown into one of the top five, largest-selling premium skincare brands in the world, according to Euromonitor.* Sold in over 50 countries and territories by more than 3 million Amway Independent Business Owners, the ARTISTRY brand portfolio includes distinctive skincare collections – all blending prized ingredients with cutting-edge science. ARTISTRY also boasts a comprehensive range of makeup products for eyes, lips, cheeks and face.
“It’s our first priority to equip our Independent Business Owners (IBOs) with quality products and a brand that’s current within the premium beauty market. It allows our IBOs to be successful with their businesses and attracts others to the innovation and advancements the ARTISTRY portfolio offers,” said Cindy Seehase, Chief Marketing Officer for Amway North America.
Prestige Meets Direct Selling
Just as technology evolves, the best of skincare does, too. “Our renewed focus is on elevating the prestige factor,” said MaudPansing, Vice President of Global Beauty. “The ARTISTRY brand 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.” Another vibrant touch the brand restage will entail is ARTISTRY’s Global Face of Beauty and Australian Screen Actress, Teresa Palmer.
“By contemporizing and streamlining the ARTISTRY brand aesthetic to match its innovative 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
Upon launch, ARTISTRY will reveal fresh new brand elements inspired by its new 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 ARTISTRY YOUTH XTEND
The ARTISTRY brand will officially re-launch later this year in September, with an advanced range of skincare products called ARTISTRYYOUTH XTEND, underscoring the brand’s commitment to technological innovation in research and development. Developed to address the earliest signs of aging, the ARTISTRY YOUTH XTEND Collection takes a threefold approach. It begins with a patent-pending botanical extract – LifeSirt- derived from the Mediterranean myrtle plant to nourish skin cells so skin looks younger and more radiant.
Also included is an exclusive Micro X-6 Peptide, a mini peptide consisting of six amino acids to help repair the appearance of past damage. Rounding out the formula is a nutrient-rich extract from the fruit of the African Baobab Tree(known as the “Tree of Life”), along with Acerola Cherryand Black Currantfrom its own certified organic farms. These deliver protective antioxidants, plus soothing and moisturizing benefits to help sustain skin’s cushion and vibrancy.
ARTISTRY YOUTH XTEND Serum Concentrate contains the highest concentration of all key anti-aging ingredients in the line – LifeSirt, Micro-X6 Peptide, and African Baobab fruit extract. It smooths the appearance of fine lines and wrinkles, improves overall radiance, and helps keep skin looking younger, longer. It will prelude the launch of ARTISTRY YOUTH XTEND to help build excitement for the new collection. In clinical testing, 92% of women experienced a clinical reduction in visible fine lines in only 12 weeks of using ARTISTRY YOUTH XTEND Serum Concentrate. This powerful serum can be added to the treat step of any skincare regimen which consists of cleanse, tone, treat and moisturize.
The complete ARTISTRY YOUTH XTEND Skincare Collection consists of a cleanser, toner, serum, day and night lotion, day and night cream, and an eye cream, all working together to address the early signs of aging.
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” – that 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.”
If you would like to purchase ARTISTRY YOUTH XTEND Serum Concentrate, it is available through an Amway Independent Business Owner or at Amway.com/YouthXtendSerum. Please stay tuned for the complete ARTISTRY YOUTH XTEND Skincare Collection, scheduled to launch in September 2013.
ARTISTRY is ranked among the top five, largest-selling premium skincare brands* in the world. Founded in 1958 by an entrepreneurial husband and wife team, the ARTISTRY portfolio features advanced skincare developed with new technologies and proprietary plant ingredients. ARTISTRY targets both the biological and environmental signs of aging for men and women, along with classic and seasonal color collections for face, eyes, and lips. Superior formulations reflect the global research, development, and quality assurance conducted by a network of more than 900 scientists, and directed by a board of scientific and academic advisors working together to push the boundaries of beauty forward. ARTISTRY products are sold through more than 3 million Amway distributors in more than 100 countries and territories worldwide. For more information, go to Amway.com/Artistry.
About Amway Research & Development
The Amway Research and Development (R&D) team uses the power of science to help people live better lives through innovation. As global leaders in phytonutrient research, ethnic skin research, and water and air purification advancement, more than 900 Amway scientists, engineers, and technicians excel in product development, analytical sciences, and technical / regulatory affairs. At 75 R&D and quality assurance labs worldwide, Amway R&D is committed to scientific excellence that delivers premium performance in nutrition, beauty, and home products. Amway R&D scientists strive with their peers to help ensure high safety and quality standards that benefit people throughout the world. Amway has more than 1,000 patents granted, and more than 700 patents pending.
Alticor / Amway is the world’s No. 1 direct-selling business, ranked by 2012 global sales of $11.3 billion in the Direct Selling News Global 100, and based on the efforts of more than 3 million Amway distributors and 21,000 employees in more than 100 countries and territories worldwide. Founded in 1959 by entrepreneurs Rich DeVos and Jay Van Andel, and based in Ada, Michigan, U.S., Amway offers consumer products and business opportunities that are supported by a global agribusiness, manufacturing, and logistics supply chain. More than 900 scientists, engineers and technical professionals work in 75 R&D and quality assurance labs worldwide to support product development and create a culture of scientific excellence. Top-selling brands for Amway are NUTRILITE(®) vitamin, mineral, and dietary supplements; ARTISTRY(®) skincare and color cosmetics; and eSpring(®) water treatment systems. For company news, visit news.amway.com.
– Candace Matthews, Chief Marketing Officer, Amway