Amway takes direct selling to luxury level with Artistry

Published: 28-Jun-2013

The US direct seller is relaunching Artistry with its new high end Youth Xtend Skincare Collection

Direct selling giant Amway has relaunched its high end Artistry brand with a new product line and redesigned packaging.

New from the brand in September will be the Artistry Youth Xtend Skincare Collection, which is claimed to help revitalise, repair and protect the skin. The Youth Xtend line is targeted at women looking to fight the first signs of ageing including fine lines, wrinkles and loss of radiance. The line is to include eight products: a cleanser, toner, serum, day and night lotion, day and night cream, and an eye cream.

“Our renewed focus is on elevating the prestige factor,” said Maud Pansing, 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.”

The release of the Youth Extend line will also debut Amway’s packaging revamp, which will see it unveil its new “Crescendo” design. The new design is described as “distinctive and sophisticated” by the brand, and is named Crescendo for the shape of the upward-slanted caps on all the bottles. Accompanying the new packaging will also be a sleek new Artistry logo.

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