Direct selling giant Amway intends to strengthen its prestige beauty brand Artistry in southeast Asia by establishing an Asia Beauty Innovation Center (ABIC) in Seoul, South Korea. According to Amway, its plan underscores an increased global investment in R&D and marketing strategies in China and southeast Asia.
According to the company, the new centre, which is 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 NPD for Amway.
Paul Seehra will serve as the centre's first R&D Director. He has previously led R&D for the Artistry luxury and anti-ageing beauty division. Meanwhile, Elaine Sheng, the former head of Artistry cosmetics, has relocated from the company's New York office to serve as Marketing Director at the new ABIC.
"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's Vice President of Global Beauty Brand Management. "Our additional presence in Asia will spark powerful collaborations in science, design and formulation among our regional R&D and marketing experts. Driving formulation development and speeding new products to market will further strengthen our brand leadership with Amway Business Owners, sales representatives and consumers across China and southeast Asia."