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  1. Introduction
  2. The ARTISTRY* Range Of Cosmetics
  3. Product Development
  4. Global Marketing
  5. The Product LIfe - Cycle
  6. Injecting New Life Into The Artistry Life - Cycle
  7. The Needs Of The Targeted Markets
  8. Universal Packaging » Next steps
  9. Global Promational Campaign With Regional Image Requirements
  10. Conclusion
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Amway

Maintaining The Competitiveness Of A Global Brand

Universal Packaging

Packaging is particularly important as part of the 'product surround' in the cosmetics industry. The functions it serves include:

  • protecting the product which it contains

  • acting as a communication tool - conveying messages about the image and ingredients of the product and the manufacturer

  • creating brand identity between the numerous components.

Packaging for Artistry products is one element of the marketing mix that is globally standardised. More than $2.5 million was invested by Amway in high quality pack-aging communicating one theme, designed to position the cosmetics in the high quality premium sector. Different languages and product information ensure that the message is communicated to all targeted markets.

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