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Amway India Repositions its Premium Skincare Brand Artistry

In Business
November 29, 2022

Aligned with the philosophythat skin needs nutrients 1 just like the body to be healthy, Amway India, one of the country’s leading FMCG direct-selling companies, announced the repositioning of its premium skincare brand Artistry to Visibly Healthy Beauty by foraying into skin nutrition with Artistry Skin Nutrition™ line in India. In the first phase of the launch, the company introducedan anti-aging range of renewing and firming solution sets.Thenew range goes beyond skincare to deliver skin nutrition fusing the power of science and nature. These products are enriched withplant-based botanicalsfromNutrilite™ farms and are a paraben-free,vegan skincare linepowered by cutting-edge skin science and better manufacturing processesto ensure they are pure, safe, and effective.

Talking about the repositioning of the brand and the new launch, Ajay Khanna, CMO, Amway Indiasaid, “The health-conscious consumers of today are increasingly looking for products that are enhanced with nutrients. Leveraging our expertise in nutrition with Nutrilite, a brand backed by a rich legacy of over 80 years on the plant-based approach to supplementation, it was a natural progression for us to present this skincare range derived from the best of science and best of nature with the powerful botanicals from our Nutrilite farms revealing visibly Healthy beauty.We are delighted to introduce the first phase ofthe Artistry Skin Nutrition™ line, which includes an anti-aging range of seven products, that has ablend of Nutrilite and Artistry skin science expertise.Further, the Anti-aging market in India is estimated to grow at a CAGR of 8.84% in the next five years 2 , which indicates immense potential for this segment”

He further added, “Pastfew years witnessed heightened awareness around holistic healththat has given rise to an inherent need for visibly healthy skin. With more than 80% of Indian consumers preferring beauty products with a combination of chemical-free, vegan, and plant-based claims 3 , there is a huge potential market for quality healthy beauty products in India.With our rich expertise in Nutrition, we are confident that this new range of products will address the unmet skincare needs of our discerning consumers”.

1 Nutrient means phytonutrients derived from botanicals
2 Source: Euromonitor International Beauty and Personal Care Report June 2022
3 Mintel GNPD Feb 18-Jan 22

Amway India will be supporting the launch of the Artistry Skin Nutrition™ linewith educational sessions for the Amway Direct Selling Partners, alongside a PR and socialmedia campaign focused on creating awareness of the category among the health-conscious consumers in the beauty space. About Artistry Skin Nutrition™ Anti-Ageing range Artistry™ scientists discovered that skin looks its healthy when 5 key Skin Nutritional Requirements are addressed to purify, balance, rebuild, moisturize, and protect the skin. Under the Artistry Skin Nutrition™ range,different products address these requirements and improve skin’s healthy look with a simple regimen.

The anti-agingrangefrom Artistry Skin Nutrition™ includes Renewing and Firming Solution Sets thataddresses the advanced signs of aging,includingthe appearance of deep `wrinkles, sagging, and sallowness, resulting in smoother, revitalized, radiant look and visibly healthy skin. Artistry Skin Nutrition range rich with Botanical Ingredients from Nutrilite farms  Renewing Foam Cleanser- has blend of Shiso Perilla and Aloe Vera

 Renewing Softening Toner- infused with White Chia Seed Gel
 Renewing Reactivation Cream-
 Renewing Reactivation Day Cream SPF 30
 Renewing Reactivation Day Lotion SPF 30 `
 RENEWING Reactivation Eye Cream
 Firming Ultra Lifting Cream -a blend of Nutrilite™-grown Spinach plus Turmeric and Tea Olive Flower

The price ranging from INR 2699 to INR 6665, the Artistry Skin NutritionRenewing and Firming Solution Setsare sold exclusively by Amway Direct Selling