TheNFAPost Podcast
  • Two of the most trusted Amway brands – Nutrilite and Artistry come together to offer the Best of Science and the Best of Nature personalized skincare range

Bengaluru, NFAPost: Building on its leadership in the premium skincare category, Amway India, one of the country’s leading FMCG direct selling companies, launched a personalised skincare solution with Artistry Signature Select™ Personalized Serum. As India’s undisputed No.1 premium skincare brand, Artistry’s new launch marks its entry into the personalized skincare segment in the country.

Commenting on the launch, Amway India CEO Anshu Budhraja said personalisation 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,” said Amway India CEO Anshu Budhraja.

Personal care

Amway India CEO Anshu Budhraja said Amway started to witness a surge in the demand for products in its Beauty and Personal Care categories and expects 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,” said Amway India CEO Anshu Budhraja.

Commenting on the launch, Amway India Chief Marketing Officer Ajay Khanna said there is an evolution in the beauty and skincare segment, with increasing interest in high performance and ingredient-driven skincare solutions.

Quality ingredients

“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,” said Amway India Chief Marketing Officer Ajay Khanna.

Amway India Chief Marketing Officer Ajay Khanna said the company is confident that the newly launched Artistry Signature Select™ Personalised Serums will help bolster Amway India 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,” said Amway India Chief Marketing Officer Ajay Khanna.

Extensive research

Speaking about the innovation, Amway India Vice President – Beauty, Personal Care & Communities Anisha Sharma 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,” said Amway India Vice President – Beauty, Personal Care & Communities Anisha Sharma.

Amway India Vice President – Beauty, Personal Care & Communities Anisha Sharma said the product comes with five potent amplifiers, to address skincare requirements such as hydration, brightening, anti-wrinkle, firmness and spot corrector.

Skincare technology

“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,” said Amway India Vice President – Beauty, Personal Care & Communities Anisha Sharma.

The Indian beauty category is pegged at Rs 20,400 crore, indicating the ongoing revival in the FMCG domain, led by the beauty category, as also indicated in a recent Nielsen report. With this background and current consumer requirements, Artistry’s Signature Select™ Personalized Serum is the perfect option for consumers looking to tackle specific skin concerns.

Artistry Signature Select™ Personalized Serum is a first of its kind skincare solution in the Indian beauty industry, infused with nature, perfected by science and personalized just for you. The product comes with one base serum and five amplifiers, created to address five top skin concerns.

The base serum is powered by 100% Phyto-Infused Water, which is exclusive to Artistry, a first and only to the beauty industry. The base serum contains a blend of five Nutrilite –the world’s No. 1 selling vitamins and dietary supplements brand, sourced botanicals.

Product innovation

Amway Nutrilite is a brand of choice among health enthusiasts as it continues to meet the ever-evolving demands of consumers through product innovations in nutrition and herbal nutrition range. Similarly, Amway plans to leverage Nutrition capabilities in the beauty and skincare category in line with customer trends to continue our growth trajectory.

The packaging innovation protects 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. For more details on the pricing basis your preferred serum combination please visit our website

The Artistry Signature Select™ Personalized Serum will be sold through Amway Direct Retailer/Amway Direct Sellers or can also be purchased through a servicing Amway Direct Retailer/Amway Direct Seller by visiting 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.

Founded in 1958 by an entrepreneurial husband and wife team, the Artistry™ brand was born out of a love for beauty and healthy well-being, by offering a ground-breaking, holistic approach to beauty with a belief that “Each woman is an individual like no other, a self-made work of art.” And that’s why it delivers personalized beauty solutions that marry the best of nature and science.

Organic Nutrilite

Infused with nature – From nature, Artistry curate the most potent ingredients, many from its own organic Nutrilite™ farms. With science at its core, of Artistry™ has over 50 years of expertise in skin health, with proven performance through extensive clinical and safety testing. And it stands by its product efficacy with a 100% satisfaction guarantee, so you know you can expect great results.

Amway India is a wholly owned subsidiary of Amway with headquarters located in Ada, Michigan, USA. Amway is the world’s #1[1] direct selling company with presence in over 100 countries & territories.

Globally, Amway is 60 years old, $ 8.4 billion, manufacturer and direct seller of quality consumer goods. Amway’s innovation and industry-leading R&D has seen more than 750 patents granted and another 220 patents pending.  Amway have nearly 500 scientists, engineers, and technical professionals who extend our innovation and science capabilities through 11 locations to deliver global, regional, and local product research and development.

Amway India sells more than 140 daily use products across categories like Nutrition, Beauty, Personal Care, Home Care and Consumer durables through Amway Direct Retailer/ Amway Direct Sellers who make personal recommendations regarding the use of distinctive quality products. Amway products are widely recognized and appreciated for their quality and value. These products are backed by a money back guarantee for 100% satisfaction of use.

Amway products are popular not just in India but across the world. Nutrilite is the world’s No. 1 selling vitamins and dietary supplements brand[3]. Nutrilite has established itself as a leading brand in the vitamins and dietary supplements category in India as well. Artistry is India’s No. 1 premium skin care brand[4]. Amway India also offers ‘Attitude’, an entry level premium skincare and cosmetics brand targeted at India youth. The product range has been developed taking the needs of Indian consumers into consideration. 

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