Using communications to develop business opportunities An Amway case study
Page 6: Artistry products
Developing a new range of skin care and cosmetics products is a costly process. It is important to co-develop the distribution network, thus giving key advantages over other products in the market-place.
Amway created ARTISTRY* as a complete line of skin care and cosmetics, to make clients look and feel the best that they possibly can. Amway is one of the few cosmetics companies in the world with its own manufacturing plant, so the Company can retain control over quality and follow hygiene guidelines which are stricter than those required by the law.
No product is launched until is has been rigorously tested - before, during and after manufacturing processes, Amway does not test on animals. Amway has also invested heavily in the development of the packaging of the ARTISTRY line.
The packaging features a signature gold band alongside the ARTISTRY diamond logo. Consequently, ARTISTRY products rival those sold in department stores, but with the added bonus that ARTISTRY products are sold with personalised, expert service - distributors can be trained to become ARTISTRY Consultants.
To become ARTISTRY Consultants, distributors attend a training course which covers:
learning about the skin
skin care products
cosmetic application - basic techniques
cosmetic products - application, co-ordination and advanced techniques
merchandising session - how to build an ARTISTRY business.
The aim of this course is to allow distributors to develop their product knowledge so that they can deal professionally and confidently with customers.
At the course, Amway distributors are provided with a training manual. The ARTISTRY Learning Guide is the central part of a larger training and personal development programme known as the Amway Performance Learning System (APLS).
APLS provides information about ARTISTRY products so that distributors can become successful and knowledgeable ARTISTRY Consultants. Also included with the ARTISTRY APLS is a video which co-ordinates with the Learning Guide.
Whilst training to become Beauty Consultants, Amway distributors can also use other usual communication channels to further develop and improve their product knowledge and obtain key information, such as product updates.
Amway | Using communications to develop business opportunities