ARTISTRY HYDRA-V: A BREAKTHROUGH IN BALANCED HYDRATION
Amway introduces exclusive skincare innovation based on Nobel Prize-winning research
PR Newswire, ADA, Mich. (November 4, 2015)
Leveraging advanced skincare science inspired by the Nobel Prize-winning discovery of Aquaporins, the Artistry Hydra-V™ collection presents a new level of skincare targeting deep hydration. This comprehensive line provides up to 24-hour hydration for skin that feels soft, smooth and supple.
Whatever level of hydration skin needs, the Artistry Hydra-V™ line answers with a range of formulas that can be customized to skin type, season and climate. “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, Chief Marketing Officer 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™ collection manages the skin barrier to help seal in water and create the strongest wall through a proprietary Hydra Complex, which includes rare and precious ingredients known to:
Boost skin hydration w/ the new @ArtistryUS Hydra-V inspired by Nobel Prize-winning research @AmwayUS Tweet
- Refresh: Pure Norwegian fjord water infuses hydration deep into skin cells. Encapsulated in our exclusive liposome.
- Replenish: Nutrient-rich Himalayan pink rock minerals help deliver and retain water.
- Revitalize: Nourishing Hawaiian Acai berries, combined with our Moisturizing Liposome, deliver lasting hydration for up to 24 hours.
“The Artistry Hydra-V™ regimen delivers our most compelling hydration results – an immediate 270 percent increase in skin’s water content and lasting hydration for up to 24 hours*,” says Sumita Butani, Amway Lead for Global Beauty Product Innovation.
Amway scientists discovered that deep, lasting hydration requires a thorough approach – drenching skin in water isn’t enough. Their findings focus on supporting and improving skin’s natural hydration process by managing skin cells. While topical skincare allows beneficial effects, they may be temporary unless ingredients are locked into the skin.
The celebrated Nobel-prize winning discovery of Aquaporins compelled Amway scientists to develop Hydra Complex technology – the secret to unlocking balanced hydration found exclusively within the Artistry Hydra-V™ Vital Skin Serum Concentrate. 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.
Innovative Regimen, Incredible Results
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.
- Step One: Cleanse
- Fresh Foaming Cleanser: $24
- Step two: Tone
- Fresh Toner: $24
- Step Three: Treat
- Vital Skin Serum Concentrate: $67
- Step Four: Moisturize
– Refreshing Eye Gel Cream: $45
- Face (choose one, tailored to skin type)
– Refreshing Gel (combination-to-oily skin): $43
– Nourishing Gel Cream (combination skin): $43
– Replenishing Moisture Cream (normal-to-dry skin): $43
The Artistry Hydra-V™ collection launches in the United States in November 2015. Artistry® products are sold exclusively through a network of more than three million Amway Independent Business Owners worldwide. Please visit Amway.com for more information or to locate a distributor.
Artistry® is ranked among the top-five, largest-selling premium skincare brands** in the world. Founded in 1958 by an entrepreneurial husband and wife team, the Artistry® portfolio features advanced skincare developed with new technologies and proprietary plant ingredients, targeting both the biological and environmental signs of aging for men and women, along with classic and seasonal color collections for face, eyes and lips. Superior formulations reflect the global research, development and quality assurance conducted by a network of more than 900 scientists, and directed by a board of scientific and academic advisors - working together to push the boundaries of beauty forward. Artistry® products are sold through more than 3 million Amway distributors in more than 100 countries and territories worldwide. Go to Amway.com/Artistry.
Amway is a $10.8 billion direct-selling business based in Ada, Michigan, USA. Top-selling brands for Amway are Nutrilite® vitamin, mineral and dietary supplements, Artistry® skincare and color cosmetics, and eSpring® water treatment systems – all sold exclusively by Amway Independent Business Owners. Global sales in 2014 made Amway the #1 direct selling business in the world, according to the Direct Selling News 2015 Global 100. For company news, visit globalnews.amway.com.
*When using the Vital Serum Concentrate and Nourishing Gel Cream.
**Source: Euromonitor International Limited, www.euromonitor.com/amway-claims.
CONTACT: Larissa Malone, 616.787.6217, [email protected]