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Amway To Build Beauty Innovation Center in South Korea

August 15, 2013

Paul Seehra to head R&D, Elaine Sheng tapped as marketing director.

Amway plans to establish an Asia Beauty Innovation Center in Seoul, South Korea. An extension of the company's Growth Through Innovation business strategy, the center's work is designed to bolster the leadership position of its beauty brand Artistry, which the firm bills as “currently among the world's top five, largest-selling premium skincare brands.”

The new center, located within Amway Korea Ltd.'s corporate headquarters, 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, the world's top direct selling business. A secondary objective is to support existing global product development for Amway.

Paul Seehra, Ph.D., has transferred from Amway world headquarters to serve as the center's first R&D director. He previously led research and development for the Artistry luxury/anti-aging beauty division. Elaine Sheng, formerly head of Artistry cosmetics, has relocated from the company's New York office to serve as marketing director at the new ABIC.

"We're passionate about this new venture, and look forward to strengthening our ARTISTRY brand through an even more extensive knowledge of the world's beauty trends," said Maud Pansing, Amway vice president of global beauty brand management. "Our additional presence in Asia will spark powerful collaborations in science, design and formulation among our regional R&D and marketing experts. Driving formulation development and speeding new products to market will further strengthen our brand leadership with AMWAY Business Owners, sales representatives and consumers across China and southeast Asia."

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