Direct selling cosmetic company Amway plans to establish an Asia Beauty Innovation Centre in Seoul, South Korea, underscoring an increased global investment in research and development (R&D) and marketing strategies in China and southeast Asia. The company intends “to tap into trends of one of the world’s most dynamic beauty markets.”
The centre’s work is designed to bolster the leadership position of Artistry, Amway’s prestige beauty brand. Located within Amway Korea’s corporate headquarters, the centre 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. A secondary objective is to support existing global product development for Amway,” states the company.