Amway India Launches Artistry Signature Select™ Personalized Serum
Amway brands – Nutrilite and Artistry come together to offer a personalized skincare range with the launch of Artistry Signature Select™ that is said to contain the power of up to three serums in one to address multiple and specific skin care needs. With this launch, the FMCG direct selling company made its entry into the personalized skincare segment in the country.
Commenting on the launch, Anshu Budhraja, CEO, Amway India, said, “Personalization is an emerging trend in skincare today that Amway is spearheading through its innovative solutions that meet consumers’ specific and evolving skincare needs. We are witnessing a significant shift in consumer choices and consumption habits, especially in the beauty and skincare category. Reports suggest India’s FMCG market sales have returned to pre-COVID levels and was primarily led by the beauty segment. At Amway, we have started to witness a surge in the demand for products in our Beauty and Personal Care categories and we expect it to grow further in the coming quarters. In line with this, our Artistry brand has been continuously evolving to deliver performance-based personalized beauty and skincare solutions that are marrying the best of nature and the best of science.”
Ajay Khanna, Chief Marketing Officer, Amway India, adds, “There is an evolution in the beauty and skincare segment, with increasing interest in high performance and ingredient-driven skincare solutions. The Artistry Signature Select Personalised Serum is a result of intensive research that was conducted analysing over 32,000 faces from all over the world, to offer a high-quality skincare solution. With this launch, we are offering a revolutionary skincare solution for our consumers backed by the superior quality ingredients sourced from Amway’s Nutrilite botanical farms. We are confident that our newly launched Artistry Signature Select™ Personalized Serums will help bolster our hold in the premium skincare category and expect a growth of 42% by 2025 at a CAGR of 6% in India. Globally, the product has received a positive response from the consumers in solving more than one skincare need and we expect a similar trend in the Indian market.”
Artistry Signature Select™ Personalized Serum comes with one base serum and five amplifiers, created to address five top skin concerns. The base serum is said to be powered by 100% Phyto-Infused Water and contains a blend of five Nutrilite sourced botanicals. The packaging innovation is expected to protect the amplifier formulas, ensuring its ingredients remain fresh until they are ready to be mixed. The product is competitively priced in the premium skincare market and will be sold through Amway Direct Retailer/Amway Direct Sellers. Amway India has also initiated virtual training sessions to familiarize its direct retailer/ direct sellers and educate them about the product, its USP and benefits.
Speaking about the innovation, Anisha Sharma, Vice President – Beauty, Personal Care & Communities, said, “Through extensive research, Artistry™ scientists have seen how every woman has a unique combination of skin concerns and most of the women have multiple concerns. Aging, dullness and dehydration are common skincare concerns that Indian women face today. With Artistry Signature Select™ Personalized Serum, we have created a personalised skincare solution to support the individual needs of each user, by allowing them to customize skincare to meet their needs. The product comes with five potent amplifiers, to address skincare requirements such as hydration, brightening, anti-wrinkle, firmness and spot corrector. Each selected amplifier adds its own highly concentrated ingredients and latest skincare technology to target specific and multiple skin concerns. Customers can select the multiple and specific benefits they desire up to 3, there are 25 possible combinations to treat every woman’s unique skin needs.”