15 August 2013

Amway Plans New Asia Beauty Innovation Center in Seoul, South Korea

Ada, Mich. - 14 August 2013 - Amway plans to establish an Asia Beauty Innovation Center in Seoul, South Korea. The center's work is designed to bolster the position of ARTISTRY™, the prestige beauty brand for Amway. 

The new AMWAY™ Asia Beauty Innovation Center, located within Amway Korea Ltd.'s corporate headquarters, will be staffed with cross-functional experts in consumer and market research, technical and clinical research, open innovation, concept and product design, and product packaging. The team's primary objective is to convert regional insights into new product concepts and beauty product portfolio strategies that have a direct impact on new product development for Amway, the world's top direct selling business. A secondary objective is to support existing global product development for Amway.

"We're passionate about this new venture, and look forward to strengthening our ARTISTRY brand through an even more extensive knowledge of the world's beauty trends," said Maud Pansing, Amway vice president of Global Beauty Brand Management. 

Paul Seehra, Ph.D., has transferred from Amway world headquarters to serve as the center's first R&D director. He previously led research and development for the ARTISTRY luxury/anti-aging beauty division. Elaine Sheng, formerly head of ARTISTRY cosmetics, has relocated from the company's New York office to serve as marketing director at the new ABIC.

"The R&D and marketing teams are united in our efforts to better understand and communicate Asian trends – from innovative technology and packaging down to the subtleties of ingredient fragrances and textures. We understand how critical it is to our success, and look forward to gathering data that will inspire fresh, new thinking," said Catherine Ehrenberger, vice president of Amway R&D. 

Alticor / Amway is the world's #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 more than 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. 

Source: Amway