Amway revamps line

amway of Canada unveiled on Nov. 8 a product reformulation and packaging redesign of its cosmetics and skincare line, Artistry Skin Care and Cosmetics.New productsAs well, the London, Ont.-based company has added several new products to the line, which has been...

amway of Canada unveiled on Nov. 8 a product reformulation and packaging redesign of its cosmetics and skincare line, Artistry Skin Care and Cosmetics.

New products

As well, the London, Ont.-based company has added several new products to the line, which has been revamped five times since its launch 25 years ago.

The launch is taking place only in North America for now, but will roll out in another 25 countries in 1994-95.

Angela Abdallah, Amway’s senior communications manager, says the new packaging, featuring black lacquered compacts with gold-tone accents, is intended to give the products a more contemporary, upscale appearance.

Artistry, which comprises 216 stockkeeping units, is positioned to compete against upscale department store brands such as Lancome and Estee Lauder.

Media advertising

Meanwhile, in October, Amway launched its first media advertising in Canada since it ran a series of print ads in Reader’s Digest in 1987-88.

The new campaign, consisting of print ads in magazines such as Maclean’s, Chatelaine and L’Actualite, will run through September 1994.

It was created by Amway’s in-house agency in the u.s., Creative Resources of Grand Rapids, Mich.

Abdallah says the campaign was launched in response to a recent research study indicating consumers are familiar with the Amway name but know little about its products.

Annual sales

Amway claims annual sales of $200 million based on its suggested retail price list. The company makes more than 400 Amway-branded products in such categories as personal care, home care and health and fitness.

Additionally, its independent distributors market about 5,000 products by name-brand manufacturers through its Personal Shoppers Catalogue.