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Amway news release

Amway to Establish Asia Beauty Innovation Center in Seoul, South Korea

Direct selling leader to tap into trends of one of the world’s most dynamic beauty markets

ADA, Mich., Aug. 14, 2013 /PRNewswire/ — Amway plans to establish an Asia Beauty Innovation Center in Seoul, South Korea, underscoring an increased global investment in research and development (R&D) and marketing strategies in China and southeast Asia. An extension of the company’s Growth Through Innovation business strategy, the center’s work is designed to bolster the leadership position of ARTISTRY™, the prestige beauty brand for Amway – currently among the world’s top five, largest-selling premium skincare brands.*

The new AMWAY™ Asia Beauty Innovation Center, 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 new product development for Amway, the world’s top direct selling business. A secondary objective is to support existing global product development for Amway.

“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 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.”

Paul Seehra, Ph.D., has transferred from Amway world headquarters to serve as the center’s first R&D director. He previously led research and development for the ARTISTRY luxury/anti-aging beauty division. Elaine Sheng, formerly head of ARTISTRY cosmetics, has relocated from the company’s New York office to serve as marketing director at the new ABIC.

“The R&D and marketing teams are united in our efforts to better understand and communicate Asian trends – from innovative technology and packaging down to the subtleties of ingredient fragrances and textures. We understand how critical it is to our success, and look forward to gathering data that will inspire fresh, new thinking,” said Catherine Ehrenberger, vice president of Amway R&D.  “Having a focused presence in Asia also provides Amway with dedicated R&D staff to tap resources, talent and design from areas like China and Japan. The ability to integrate technology solutions and research collaborations will help drive an unparalleled level of product development for the ARTISTRY brand.”

About Amway Research & Development
The Amway Research and Development (R&D) team uses the power of science to help people live better lives through innovation.  As global leaders in phytonutrient research, ethnic skin research, and water and air purification advancement, more than 900 Amway scientists, engineers and technicians excel in product development, analytical sciences and technical / regulatory affairs. At 75 R&D and quality assurance labs worldwide, Amway R&D is committed to scientific excellence that delivers premium performance in nutrition, beauty and home products.  Amway R&D scientists strive with their peers to help ensure high safety and quality standards that benefit people throughout the world.  Amway has more than 1,000 patents granted, and more than 700 patents pending. For more information, visit

ARTISTRY is ranked among the top-five, largest-selling premium skincare brands* in the world. Founded in 1958 by an entrepreneurial husband and wife team, the ARTISTRY portfolio features advanced skincare developed with new technologies and proprietary plant ingredients, targeting both the biological and environmental signs of aging for men and women, along with classic and seasonal color collections for face, eyes and lips. Superior formulations reflect the global research, development and quality assurance conducted by a network of more than 900 scientists, and directed by a board of scientific and academic advisors – working together to push the boundaries of beauty forward. ARTISTRY products are sold through more than 3 million AMWAY distributors in more than 100 countries and territories worldwide.

About Amway
Alticor / Amway is the world’s #1 direct selling business, ranked by 2012 global sales of $11.3 billion in the Direct Selling News Global 100, and based on the efforts of more than 3 million Amway distributors and more than 21,000 employees in more than 100 countries and territories worldwide. Founded in 1959 by entrepreneurs Rich DeVos and Jay Van Andel, and based in Ada, Michigan, U.S., Amway offers consumer products and business opportunities that are supported by a global agribusiness, manufacturing and logistics supply chain. More than 900 scientists, engineers and technical professionals work in 75 R&D and quality assurance labs worldwide to support product development and create a culture of scientific excellence. Top-selling brands for Amway are NUTRILITE® vitamin, mineral and dietary supplements, ARTISTRY® skincare and color cosmetics, and eSpring® water treatment systems. For company news, visit

*Source: Euromonitor International Limited,


For further information: Amway Public Relations: Clare Wade, / 616.787.5474; Nick Wasmiller, / 616.787.8269