Top Companies Report

7. Amway

July 11, 2011

Ada, MI


Sales: $5.7 billion


$5.7 billion for personal care, nutrition and household products. Corporate sales: $9.2 billion for the year ended Aug. 31, 2010.

Key Personnel:

Steve Van Andel, chairman; Doug DeVos, president; Bill Payne, chief of staff and interim chief financial officer; George Calvert, vice president, research and development and supply chain; Gan Chee Eng, president, Amway Greater China; Candace Matthews, chief marketing officer; and Jim Payne, executive vice president, sales/Amway Regions.

Major Products:

Nutrilite vitamin, mineral and dietary supplements, Artistry skin care and color cosmetics, eSpring water treatment systems, Legacy of Clean home care products, Glister oral care.

New Products:

Nutrilite C+ Time Release, Nutrilite Memory Builder, ArtistryIntensive Skincare Renewing Peel and Beautycycle.

Nutrilite Memory Builder with Ginkgo


Amway’s parent company, Alticor Inc., reported sales rose 9.5% to exceed $9.2 billion for 2010. The 2010 performance results mark Alticor’s 10th sales increase in the past 11 years. The company said that despite an economy recovering from a global recession, 2010 was very solid.

“We had a strong year across the map,” said Chairman Steve Van Andel. “Amway was able to gain market share in the direct selling industry, and our key product lines improved their competitive position as well.”

Said President Doug DeVos: “Awareness of Amway’s business opportunity and product brands continue to grow as we invest in brand-building. We believe in the potential of this business, and so do our distributors. We are aiming even higher for 2011.”

The company announced that category sales of Nutrilite approached $4 billion, attributed to overall growth in the category as well as increased visibility for Nutrilite in 2010. Major campaigns included “Color Yourself Healthy,” a global awareness program that promoted the benefits of plant ingredients for optimal health. Global sponsorships focused on major sports teams and well-known athletes continue to build brand awareness for Nutrilite.

Artistry skin care and cosmetics led beauty category sales for Amway. The company cited the successful launch of Artistry Intensives Renewing Peel, the first product in a new Intensives line of skin care products designed to provide professional results at home. Masstige brand Beautycycle successfully launched in Europe and Australia, targeted to consumers who are looking for high-quality skin care and cosmetics products containing natural ingredients.

The company also unveiled a new Amway brand identity in 2010, highlighted by the opening of the Amway Center, home to the National Basketball Association’s Orlando Magic, which became the first high-profile venue in North America to showcase Amway’s new brand identity.

The Amway One by One Campaign for Children rallies the resources of Amway distributors and employees around the world to make a difference in the lives of children in every market where the company conducts business. Since Amway One by One launched in 2003, it has provided hope and opportunity to 8 million children and donated more than $141 million to children’s causes worldwide. The number of employee and distributor volunteer hours logged since 2003 now totals 2.3 million, nearly doubling from a cumulative total of 1.3 million hours reported in 2009.

Amway has developed a formalized disaster relief program. The goal is to anticipate in the event of a disaster to ensure prompt, decisive and effective action. As a result of the March 2011 earthquake and tsunami, collectively Amway corporate headquarters, global Amway affiliates, Amway employees, distributors and customers raised more than $4.4 million in funds toward immediate relief and long-term recovery in Japan.