Sales: $2.9 billion for personal and home care products. Corporate sales: $8.6 billion.
Key Personnel: Steve Van Andel, chairman; Doug DeVos, president; Mike Cazer, chief operating officer; Sau Jung Bae, chief marketing officer; Samir Behl, regional president, Europe, Africa and India; Mark Beiderwieden, regional president, Asia Pacific; George Calvert, chief supply chain officer; Catherine Ehrenberger, vice president, research and development; Gan Chee Eng, regional president, Greater China; Candace Matthews, regional president, the Americas; Michael Mohr, vice president, general counsel and secretary; Michael Nelson, chief administration officer; John Parker, chief sales officer; Bill Payne, vice chairman; Kelly Savage, chief human resource officer; Nick Thole, chief financial officer; Alex Yeung, chief information officer.
Major Products: Artistry, Body Blends, Clear.now, Personal Accents and Tolsom skin care and cosmetics; Body Series personal care; Glister oral care; Legacy of Clean home care.
New Products: Artistry—Advanced Vitamin C + HA, Essentials by Artistry Multi-Protect Lotion SPF 30, Makeup Perfecting Sponge.
Comments: Sales in Happi’s fields rose slightly last year, as corporate sales dipped to $8.6 billion. According to Amway, 26% of sales came from beauty and personal care products and home cleaning accounted for 7% of sales. Amway proudly notes that it sits atop Direct Selling News’ list of the top 100 direct selling companies. It got there, in large part, to big gains in Asia. Last year, for example, South Korea, Thailand and India all posted solid growth.
“We have weathered a challenging period for our business in China that, combined with less than favorable exchange rates, have impacted our sales for a few years,” said Amway president Doug DeVos. “That downward trajectory has leveled off and now, with our China business rebounding faster than expected, we are forecasting sales growth in 2018. Several factors further support the company’s 2018 forecast, including steady growth in bellwether markets like South Korea and Thailand, expanding investments in digital platforms and distributor tools, and new product launches that are exceeding expectations.”
Amway’s top 10 markets, based on 2017 sales, were China, US, South Korea, Japan, Thailand, Taiwan, India, Russia, Malaysia and Hong Kong.
To keep its army of entrepreneurs happy, Amway continues to invest in digital instruments. The company notes that in China, approximately 70% of product purchases are already made through digital and social platforms, and two-thirds of those are via mobile devices. The company has launched new apps and digital experiences in China, such as the Online Studio.
In the Philippines, Amway launched an intuitive and streamlined online experience called AmwayNow that offers fresh content that business owners can share with customers and others, integration with calendars, social feeds and mobile contacts, and the latest news from Amway.
Last month, Amway formed a global partnership with Perfect Corp., the parent of YouCam, to launch the Artistry Virtual Beauty app, which enables users to discover, test and purchase Amway’s color cosmetics and skin care products. The global rollout began in Korea and is moving to Japan, Thailand and US throughout 2018.
Another consumer trend that Amway is well poised to capitalize on is the global desire for high-efficacy and reliable skin care. Artistry Advanced Vitamin C + HA Treatment, a serum with proven results in reducing expression lines, was launched in 2017 with acerola cherry extract from Amway’s certified organic farms. It contains the highest concentration of vitamin C among Artistry products.