Industry News
July 2010
Amway Europe enters mass prestige market with ‘beautycycle’
The European direct selling industry has proven to be relatively resilient during the recession. With consumer’s now looking for a cost effective solution to their health and beauty needs, timing is perfect for the growth of mass market brands due to the increasing price sensitivity amongst consumers.
The climate has provided the perfect opportunity for Amway Europe to launch the first mass market brand skincare and cosmetics brand, ‘beautycycle’.
Before developing ‘beautycycle’ Amway asked the question, ‘Are customers in the masstige beauty market really looking for a new beauty product line?’ Following comprehensive market research Amway found that women want affordable, natural, easy to use skincare products that suit individual needs and so, ‘beautycycle’ was born.
The brand is inspired by the renewing power of nature’s elements. ‘beautycycle’ is approachable, a symbiosis of nature’s elements and results driven personal beauty solutions, easy to select and use, good value at
affordable pricing.
‘beautycycle’ helps each woman to maintain her youthful, unique beauty over the course of her individual life cycles. ‘beautycycle’ is challenging consumers to ‘find their element’ and ‘reveal their beauty’.
Launched across 26 European markets in January 2010, ‘beautycycle’ skincare and cosmetic products were developed to capture a younger target audience of women aged 20-40. By taking a closer look at Amway’s target group, the direct selling company discovered that the consumer’s want ‘no-frills’ products that can easily be adapted to their individual lifestyle, whilst allowing them to be themselves.
By developing simple, affordable and personalised products Amway enables the successful growth of the Amway Europe Beauty Business.
In addition, the objective of the mass launch of the brand is to attract and engage a younger audience, providing current Distributors with the opportunity to recruit, and attract newer people to join the business. The brand will also provide the company with the opportunity to increase retailing activity because of its positioning in the masstige cosmetics market.
To launch ‘beautycycle’, the use of high profile spokespeople, brings excitement to the brand by association, with the company leveraging their reputation to the media.
In addition, it helps provide consumers with a personality and ‘face’ that they can identify the brand with. Two of the European focus markets, utilise celebrity ambassadors to represent the brand. To represent Russia - singer Svetlana Svetikova, and in the UK television presenter and model, Emma Willis were integrated into the launch.
Svetlana and Emma were chosen to represent and embody the natural concept of the brand. In other markets such as Germany and the Czech Republic independent beauty experts were used as spokespeople, instead of celebrities. Amway Germany gained the support of Carena Zuleger, a professional beautician, make-up artist, beauty trainer and head of the International Forum of Cosmetics. In addition, the Czech Republic gave testimonial to the brand by utilising Dr Mirka Pelechova, Director and Chief Physician of the Institute of Medical Cosmetology on board.
Michael Meissner, Vice President Corporate Affairs comments, “It’s a particularly exciting time following the launch of our mass brand ‘beautycycle’. It has provided the perfect platform for Amway Europe to target a younger generation, in addition to providing our current Distributors with an exciting new product range to sell.”
