Amway switches attention to antiageing cosmetics

The company's Artistry brand is expected to account for about 25 per cent of this year's projected cosmetics sales, which are set to grow 10 per cent from Bt10.15 billion last year.

To achieve this goal, the company yesterday intro¬duced a premium antiageing skincare treatment called Artistry Creame L/X, with a sales target of Bt220 million this year.

The company will launch a Bt25million marketing campaign for the new product. Fifteen celebrities and socialites who use the product will serve as presen¬ters.

Managing director Preecha Prakobkit said the pre¬miumcosmetics market in Thailand was worth Bt18.88 billion last year. Artistry garnered a 16percent share, ranking it the No1 brand.

"Women are becoming more concerned about their appearance at an earlier age - at 25 instead of 30 like before," he said.

Preecha said the new product would serve cus¬tomer demand for the most advanced technology and science to help the skin look up to 15 years younger.

The company is confident of achieving its sales target, thanks to its "Amway member" campaign, which has reduced the company's membership fee from Bt300 per person to Bt100. Last month alone, when the campaign was launched, member numbers reached a new high of 100,000 persons participating in direct sales.