Amway to boost the weight of cosmetic products

Amway Romania Marketing, one of the top three local players on the direct sales market, will place more focus next year on cosmetic products and nutritional supplements, and less on household cleaning products, which were the company’s core products when it started out ten years ago. “In 2008, we will further launch several strong brands, which will lift Amway’s sales by 15%. Depending on how the products are perceived and on how sales go, we will further diminish the share held by the household cleaning products or by other auxiliary products,” said George Popescu, branch manager of Amway Romania. At the beginning of this year, the company brought a new anti-aging product range onto the market, Time Defiance, which competes with brands such as Lanc(tm)me, Este Lauder and Clinique. Currently, Amway uses the multi-marketing system to sell over 700 products, fitting into various segments. Cosmetic products hold the largest share (over 50%) Nutritional supplements account for 30% of the products brought onto the Romanian market, while the rest accounts for household cleaning products.