Thursday, January 30, 2020

Amway targets new-generation customers

Nov 30. 2018
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By The Nation

Amway on Friday unveiled its Q4 strategy to connect with new-generation consumers through products and marketing communications.

In a press release issued on Friday, the company said that while year-end sales are expected to grow 4 per cent to Bt19 billion this year, it will pave the way for a brighter year in 2019 by fine-tuning the Amway brand image to target younger people alongside a strategy to promote sturdy growth among Amway business owners.

Kittawat Ritteerawee, Managing Director of Amway (Thailand) Limited, said: “Amway’s sales uptrend keeps up with our year-end growth projected at 4 per cent this year, favoured by consumer behaviour in health and beauty where people are willing to pay for products that come with better technologies and innovations for well-being. 

“Amway offers products that truly meet consumer expectations, as proven by the market leadership of Amway brands in the health and beauty categories: Nutrilite is the world’s No. 1 selling vitamins and dietary supplements brand and Artistry is Thailand’s No.1 premium beauty brand. Besides this, Amway has established itself in the digital marketing landscape with all relevant digital platforms developed to connect with the active lifestyles of consumers and support sustainable growth of the Amway business.

“Amway has been very active in the market for health and beauty products year to date,” he said. “Among them, our weight management brand, BodyKey by Nutrilite, continued to grow by leaps and bounds with sales of more than 5.2 billion baht within only three years. And in line with the personalised beauty trend, we launched Artistry Signature Select Personalized Serum as the brand’s flagship line of high-performance serum that enables users to customise the formula for the specific needs of different skin conditions. The new serum received a great response from consumers, resulting in consistent sales growth since the launch earlier this year.

“Amway made another market foray in the second half of the year by introducing XS Zero, the first exclusively sugar-free energy drink brand sold globally. To connect this new energy drink with the lifestyles of young consumers, an online community was launched with the concept of “XSperience More”, which will pave the way for XS Zero to rise as the leading energy drink brand for the new generation by year 2019.

“To expand to a younger base of consumers, Artistry’s latest twist lets 'passionistas' express themselves with vivacious looks using Artistry Studio beauty products,” he added. 

“Inspired by the hottest cities in the world, the new line of colour cosmetics captured bright lights, colours and the fun of New York City into its debut collection, Artistry Studio NYC Edition. The collection received an over-expected market response, resulting in the first stock being sold out in only two days. Its strong contribution will enable the Artistry brand’s sales to hit the target of Bt2.2 billion this year.

“By combining our product emphasis on health and beauty with our strategic aim at young, active consumers and our year-round delivery of brand and product experiences, we are confident that Amway’s sales will exceed Bt19 billion in 2018, a year-on-year growth of 4 per cent. 

“Next year, Amway’s focus will remain on health and beauty products while the brand image will be fine-tuned in favour of modern appeal and approachability to facilitate continued penetration of the new generation. Business channels will also be developed to keep abreast of digital consumers. Products to be launched will correspond with the active lifestyles of the consumer. In addition, our key strategy will be driven to support sustainable growth of Amway business owners,” Kittawat said.

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