The company has also unveiled this year's "Artistry Fall 2006 Colour Collection" that accentuates a new trend of "minimal chic" of subtle and refined natural tones.

Ratana Channara, marketing director of Amway (Thailand) Ltd, said the new Artistry Spa Café concept would strengthen the Artistry brand in the local premium cosmetics market and allow Amway independent business-owners to have direct experience with Artistry products. The company currently has more than 300,000 local independent business-owners.

"Artistry cosmetics are widely trusted by women around the world," Ratana said. "From a survey of Euromonitor, we have been one of the world's five best-selling premium cosmetic brands since 1998. And most recently, as also revealed by Euromonitor, both our skincare and colour collections were Thailand's best-selling premium cosmetics in 2005 as well. These achievements were the results of our relentless efforts to develop our products to meet the demands of women around the world by perfectly blending the concepts of beauty, women and modern science for a perfect beauty solution, which is the root of the Artistry Spa Café concept: a special beauty course that allows customers to get true experience with the products."

Ratana said Amway (Thailand) had last year reached sales of Bt2.4 billion for its Artistry products. Artistry also became the leading brand in Thailand's Bt8-billion premium cosmetics segment, she said, and Artistry itself contributed about 22 per cent of Amway's total business in Thailand, while another 28 per cent came from its Nutrilite food-supplement business. The company expects to increase the proportion of Nutrilite business to 32 per cent this year.

"Artistry Spa Café is a three-hour special beauty course developed by the US Artistry Beauty Institute by bringing skincare techniques and the spa relaxation concept into the café, seen as a gathering place for your friends and loved ones," Ratana said. "This place will introduce the proper concept of beauty with the means of taking care of your health from the inside out. This can be achieved by Nutrilite supplements to keep your body fit and healthy and applying Artistry products that will enrich your skin cells for total beauty. Also this concept will emphasise all steps in skincare based on gastronomic art and the science of proper dining based on a five-course menu of an appetiser, a soup or salad, a main course served with a side dish, and a delicious dessert."

Artistry will also introduce its Artistry Fall 2006 Colour Collection, which reflects the "minimalism" beauty concept that emphasises the subtle sophistication of natural tones.

"In this collection there are Dual Eye and Cheek Colour, which is an all-in-one eye and cheek colour set, and Lip Sheen, which adds lustrous colours to your lips," Ratana said. "All these products will be available only from October 29 to the end of November, and we expect to earn Bt15 million in sales from this collection alone."

Kwanchai Rungfapaisarn

The Nation