ARTISTRY UNVEILS NEW BRAND POSITIONING
 
Artistry
Products from Artistry’s Youth XTend collection, showcasing a new packaging design.

Artistry, one of the world’s largest direct-selling beauty brands, is revamping its image this year to position itself as a global prestige competitor. Sold in nearly 50 countries and territories worldwide by more than three million distributors, Artistry’s brand awareness fluctuates greatly between regions, despite revenues of nearly $1.7 billion.

“Hence our renewed focus on elevating the prestige factor,” said Maud Pansing, vice president of global beauty for Artistry. “Artistry has always possessed superb R&D, exquisite textures and unmatched performance. Moving forward, it will also possess a more dynamic and consistent brand image, as well as a definitive point of view. By comtemporizing and streamlining the brand’s aesthetic to match its stealth performance, we believe we’ve identified a winning strategy that will rival even our biggest beauty competitors in the prestige retail space.”

Artistry logo

Currently the brand’s portfolio includes six distinctive skin care collections, Artistry Men, and a comprehensive range of makeup products for eyes, lips, cheeks and face. The company also possesses the largest, independent global database of skin diagnostics called F.A.C.E.S. (Facial Analysis Computer Evaluation System), which now has over 10,000 entries. Artistry’s scientists are able to evaluate biological data from real women using a combination of specialized photography and state-of-the-art image analysis to help them develop product formulations for diverse skin care needs across the globe.

At the cornerstone of the brand’s repositioning is a signature new look—a sophisticated package design called Crescendo, which is named for the grace and height of its upward-slanted caps. Other new features include a sleeker, more refined brand logo and an iconic mark—an “A”—which the brands hopes will become more recognizable over time. Additionally, Artistry has tagged a new face to the brand. Australian actress Teresa Palmer has entered into a three-year partnership with Artistry.

“I’m delighted to work with a brand like Artistry that provides independence to so many women around the world, and does so with amazing products that help us look good and feel good about ourselves,” said Palmer.

 

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