In the swinging 60s, ARTISTRY debuts in the US and Canada in turquoise and white packaging with NUTRILITE, created by innovators Carl and Edith Rehnborg, as the parent company. Edith launched her first small collection of cosmetics and skin care products, which formed the basis for the first generation of ARTISTRY cosmetics.
In 1973, ARTISTRY introduces a comprehensive skin care collection, addressing the needs of every skin condition, from hydrating and replenishing products for mature skin to blemish-fighting, antiseptic and oilreducing formulas for younger clients. Embracing Diversity A landmark year for the brand with the launch of ARTISTRY II – a full range of products for a more ethnically diverse market. ARTISTRY lI leads the way with new collections of make-up specifically developed for darker skin tone.
Other innovations include the addition of “special effects” colours and a product which would be copied by hundreds of competitors – the Blusher Stick. These creative successes carry ARTISTRY II into international markets in the UK, France, Germany, the Netherlands, Australia, Hong Kong and Malaysia.
The Science and Nature Global Growth 1990s 2003 Sparkle! responds to the world’s heightened interest in health and natural products with the launch of the Revitalizing Skin Care products. As a response to increasingly sophisticated consumers, ARTISTRY II “Northern Lights” Collection is launched in 1981, introducing hologram-like pigments to the marketplace.
In 1984, a modern, state-of-the-art cosmetics plant opens in Ada, allowing for optimum quality control as the product line expands. By 1985, ARTISTRY products are distributed in 13 countries. In 1986, ARTISTRY makes a major strategic decision to distribute in Japan, which will immediately become a key market.
In 1993, the fifth generation of Artistry is ushered in with 200 new or reformulated products, as well as an elegant new look – matte black packaging with a sophisticated new logo. By the end of the 90s, new countries added to the distribution plan embrace 28 markets worldwide. Also in the 90s, Artistry creates further trans-Atlantic “buzz” by sponsoring ready-to-wear designers. Based on a 1998 Euromonitor international study of 1998 global retail sales, ARTISTRY is one of the world’s top five best-selling prestige brands in the facial skin care and colour cosmetics categories.
This coveted status is again reported and confirmed in 2003. The ARTISTRY logo evolves to the Sparkle identifier, which symbolises key values associated with the brand, namely aspiration, achievement, excitement, energy and exceptional entrepreneurial opportunity for Artistry Ambassadors. Expanding beyond the face, ARTISTRY introduces the fresh, grapefruit-fragranced Spa Collection for shower and bath, extending the reach of the deeply respected and recognised brand into fresh new categories.
The New Millennium of Training and education are added to the menu. The Artistry Beauty Institute opens its doors to introduce the Artistry Experience Three-Day Program, which elevates the Distributor force into true Artistry Ambassadors. Seeking to create greater versatility and flexibility within the existing product line, eye shadows are separated from blushers, so that compacts may be customised for personal preference. The seventh wave of product brings some subtle nuances to package design, as well as refinements in formulas in some categories.
Intensive Repair Serum is introduced, recognising a growing concern worldwide with the effects of stress and environmental toxins on the health of skin. 2002 ARTISTRY Skin Care for the Future launches the TIME DEFIANCE and Pure White range, further securing the brand’s stand as an innovator and leader in the development of advanced formulations.
