Amway–s Satinique Haircare Portfolio Debuts a Sleek New Look

NEW YORK, NY — (Marketwired) — 09/17/14 — Consumers around the globe are getting their first look at Amway–s newly redesigned Satinique hair care portfolio — with award-winning structural packaging and graphics created by leading global brand agency .

The project — which took top design honors in the hair care category this past June at HBA Global, the Health & Beauty Aids Expo and Conference — will help Satinique remain relevant, contemporary and fresh in global brand markets for years to come, said Gregg S. Lipman, Managing Partner at CBX.

CBX assisted with the upfront strategy of the Satinique brand, helping the team optimize the brand–s positioning based on consumer insights learned through global research as well as input from a team of Amway regional affiliates. The subsequent redesign involved simplifying and contemporizing the packaging of nine cleansing items and four conditioners, as well as a host of styling gels and serums, final-touch sprays, mousse and other products. For the new logo, CBX added a touch of uniqueness to the –q– in Satinique and mirrored the letterform in a rejuvenating drop icon that sits with the brand mark. Visual elements call to mind wisps of rejuvenated or free-flowing hair.

Positioned as „rejuvenating,“ „revitalizing“ and „vibrant,“ Satinique products now feature a jewel-tone and metallic color palette with premium finishes. „Because Amway is a $11.8 billion company with a vast network of global customers and distributors, the structural positioning and graphics also needed to be universally appealing,“ Lipman explained. „And since Amway customers receive products direct from distributors rather than shopping for them at shelf as with a typical CPG, the design considerations were a bit different as well.“

Starting in 2010, CBX participated in Amway–s global research study that identified universally appealing characteristics to Amway–s diverse consumers across markets such as Russia, China and Southeast Asia. The research was followed by an audit of the premium or prestige beauty and hair care category internationally in a bid to understand how people in diverse markets think about product aesthetics and even portfolio mix in the category, Lipman noted.

This research, as well as quantitative testing, revealed that consumers universally favored a simple, sleek and streamlined design. As a direct result, feminine lines and an upward sweeping movement characterize the Satinique cleansing bottles– silhouette. „This energy emphasizes the cleansing product–s breakthrough ability to rejuvenate hair from the inside out while staying true to the positive transformation beautiful hair provides,“ Lipman said. „The ergonomics of the feminine shape also creates a comfortable feeling in hand, and an easy grip in the shower or bath.“

While competing with other products at shelf was not part of the challenge for CBX on this project, Amway agreed that the structural packaging and graphics were no less important than with a typical CPG. „Strong design helps provide reassurance that this is a good brand and that it is delivering on quality,“ Lipman concluded. „It also helps convey things like usability and shower-worthiness.“

„Amway–s deep commitment to scientific innovation elevates Satinique to be among the best haircare brands on the market,“ explained Maud Pansing, Amway VP Global Beauty. „We–ve raised the bar in the category with technology and performance in the formulations that truly make a difference to the health of hair, inside and out.“

CBX is a brand agency specializing in corporate identity, consumer branding and retail. The company, with its current staff of more than 130 employees, was founded in 2003 and has a client base that includes Dr Pepper Snapple Group, General Mills, Kimberly-Clark, Scotts Miracle-Gro, A&P, Pathmark, Saks Fifth Avenue, Lord & Taylor, Shinsagae, Radio Shack, Walgreens, Wawa, and PetroChina. In addition to its New York City headquarters, CBX has an office in Minneapolis, and through the CBX Worldwide Partnership, operating offices around the globe. The firm was ranked #282 in the Advertising & Marketing industry for the 2011 Inc. 500|5000 list of fastest growing private companies. CBX was named a „Design Firm of the Year“ in Display & Design Ideas magazine–s Portfolio Awards 2013 based upon results of a reader-driven survey.

Alticor / Amway is the world–s #1 direct selling business, ranked by 2012 global sales of $11.3 billion in the Direct Selling News Global 100, and based on the efforts of more than 3 million Amway distributors and more than 21,000 employees in more than 100 countries and territories worldwide. Founded in 1959 by entrepreneurs Rich DeVos and Jay Van Andel, and based in Ada, Mich., Amway offers consumer products and business opportunities that are supported by a global agribusiness, manufacturing and logistics supply chain. More than 900 scientists, engineers and technical professionals work in 75 R&D and quality assurance labs worldwide to support product development and create a culture of scientific excellence. Top-selling brands for Amway are NUTRILITE vitamin, mineral and dietary supplements, ARTISTRY skincare and colour cosmetics, and eSpring water treatment systems. For company news, visit

Note to editors: A high-resolution file of this photo is available from Parness & Associates.

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