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Amway Establishes Its ABIC in Korea

Artistry, a brand of skin care and color cosmetics of Amway, announced last week that it has established its Asia Beauty Innovation Center (ABIC) in Korea.

The ABIC is in charge of product research and development (R&D) and strategic marketing, targeting the Asian market, including Korea.

It will also develop and launch new products specialized for the Asian market with the convergence of R&D and marketing and support the enhancement of existing products.

Amway plans to gather experts from various fields of consumer and market research, technology, clinical research, product concept development and design at the center.

Candace Matthews, Global Chief Marketing Officer of Amway, noted that the need for R&D and strategic marketing for the Asian market has grown, adding that Amway will reinforce its brand leadership in the Asian market by expanding investment.

Amway’s Vice President of Global Beauty Maud Pansing said that the center will contribute to reinforcing cooperation between the R&D and marketing teams to accelerate product development and launches, adding that it will also serve as an opportunity to enhance brand competitiveness in Korea, China and Southeast Asia.

Artistry also held a media event last week at the Hotel Shilla to introduce the Youth Xtend Ultra, a new product developed after the establishment of the center.

The anti-ageing product helps improve skin damage with caviar ingredients and improves skin resilience, according to Artistry.

Source Text

Source: Yonhap News (Oct. 2, 2013)

** This article was translated from the Korean.

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