Artistry Rolls Out New Skin Care Line

Leveraging advanced skin care science inspired by the Nobel Prize-winning discovery of aquaporins, Amway says its new Artistry Hydra-V collection, due out this month, presents a new level of skin care targeting deep hydration.
 
“Artistry Hydra-V products are for the younger consumer who is not yet concerned with the signs of aging but instead want skincare products to give her a beautiful, healthy complexion. This advancement in skincare technology epitomizes the Artistry®Forward Beauty platform and meets the balanced hydration needs of women younger than 35,” says Jackie Nickel, CMO for the Americas Region. “It’s our first collection to focus on deep hydration for all skin types.”
Infused with Water, Inspired by Discovery
 
 “The Artistry Hydra-V regimen delivers our most compelling hydration results – an immediate 270% increase in skin’s water content and lasting hydration for up to 24 hours*,” said Sumita Butani, Amway lead for global beauty product innovation.
 
Like an irrigation system, Aquaporins are channels within skin cells that transport water across cell membranes. In doing so, they control water content, regulation and storage and help deliver nutrients.
 
The Artistry Hydra-V™collection spans seven products, which can be customized into a regimen to refresh, replenish and revitalize skin. Skin looks and feels smoother, softer and suppler in four steps: cleanse, tone, treat and moisturize.
                         
The range includes Vital Skin Serum Concentrate as well as Refreshing Eye Gel Cream and four face moisturizers (two gels and two creams for varied skin types).