Amway Plans Asia Beauty Center in Seoul

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 beauty brand for Amway – currently claimed to be among the world’s top skincare brands.

The new AMWAY Asia Beauty Innovation Center (ABIC), 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 leading direct selling business. A secondary objective is to support existing global product development for Amway.

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.

Amway made this announcement Wednesday, August 14.

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