Case study: Beyond Skin Deep

SUMMARY

Looking good and feeling good often go hand in hand. But if you’re always on the go, it’s easier to find time to gain confidence. So when Amway’s Artistry Studio™ Skin wanted to promote its new line of skincare products, we knew we needed to provide consumers with a way to change their skincare routines into a quiet time so they could see a fresh face every day.

Here’s how our Artistry Studio Skin has lit up consumers’ inner glow with their latest range of products.

CHALLENGE

Most women between the ages of 18 and 30 don’t know the Artistry brand well enough to support it or have the time to try it unless it’s recommended.

INSIGHTS

For women between the ages of 18 and 30, it can be difficult to buy beauty products. There are more than 70,000 companies that sell beauty products in the United States, which may encourage some women to stick with their current beauty routines and retailers. At the same time, our goal is to tell her to invest in herself and that beauty is self-care. It’s hard for our purpose down the road because it seems like we’re asking her to add something else to her already tight schedule that may or may not work for her.