Amway advertising & marketing assignments

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Amway is the world's biggest direct sales company, operating across a broad range of sectors from beauty and personal care to vitamin supplements and energy drinks, from household cleaners to water and air treatment systems. However in all cases, products manufactured centrally by the group are sold to the public exclusively via a team of more than a million self-employed sales representatives - known as "Amway Business Owners" - spread across more than 100 countries. Key markets include China, South Korea, the US, Japan and Thailand. The group's biggest business is the vitamin and dietary supplement brand Nutrilite, accounting for almost half of group sales. Beauty and personal care products - including Artistry premium skincare, Glister toothpaste, Satinique haircare and G&H shampoo and deodorant - account for another quarter of sales. Other lines include eSpring home water purification systems and a variety of laundry, air care and cleaning products under the Legacy Of Clean banner. The group's newest launch is the energy drink brand XS. Amway is led by co-chairmen Steve Van Andel and Doug DeVos, whose fathers Jay van Andel and Rich DeVos founded the business in 1959 to sell household cleaners. They acquired the Nutrilite multivitamin business, first created in the US in the 1930s, in 1972. Milind Pant is CEO. Group sales for 2019 were around $8.4bn. That figure has been in slow decline for several years after hitting an all-time high in 2013 of over $11bn. Holding company Alticor separately owns Amway's manufacturing division Access Business Group.

Capsule checked 21st June 2021

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