Maintaining The Competitiveness Of A Global Brand
An Amway case study

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Page 8: Universal Packaging

Packaging is particularly important as part of the 'product surround' in the cosmetics industry. The functions it serves include:

  • protecting the product which it contains
  • acting as a communication tool - conveying messages about the image and ingredients of the product and the manufacturer
  • creating brand identity between the numerous components.

Packaging for Artistry products is one element of the marketing mix that is globally standardised.

More than $2.5 million was invested by Amway in high quality pack-aging communicating one theme, designed to position the cosmetics in the high quality premium sector. Different languages and product information ensure that the message is communicated to all targeted markets.

Amway | Maintaining The Competitiveness Of A Global Brand