Amway – Skin Tool for BAs

For the Skin Tool for BAs, Amway needed to communicate the "user-friendly" promise in the Skin Care category in a way shoppers could actually see not just read on a label. Standard claim copy and ingredient lists rarely move consumers in the few seconds they spend at shelf or in a consultation, especially when competing products list almost identical benefits.

The brief for the Skin Tool for BAs was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand and on message for Amway.

USP Demo Solutions designed the Skin Tool for BAs for Amway around the Skin Type Test method, the same proof logic our team uses across global skin care programmes. The tool reduces the user-friendly story to a single visible reaction the consumer can trigger themselves, which gives the conversation a clear before/after moment instead of a one-way pitch.

The team of Amway, sought to enhance the expertise and confidence of their beauty consultants in delivering personalized skincare recommendations. Envisioning a diagnostic tool that could accurately assess customers’ skin types to help suggest the most suitable products from...

It was built to substantiate claim areas such as sensitivity & soothing, hydration, all from the same physical interaction with the Skin Tool for BAs, so a single asset can carry several conversations across the Amway range.

The result for Amway is a skin type diagnostic tool delivered through the Skin Tool for BAs, something the consumer experiences first-hand rather than something they have to take on trust.

By replacing abstract product copy with a hands-on Skin Type Test moment, the Skin Tool for BAs gives Amway's skin care range a credible, science-backed conversation starter that moves the message from a label promise into a personal experience the shopper can repeat for a friend.

In the field, Amway runs the Skin Tool for BAs primarily for internal training, consultation tool, delivered in diagnostic tool so the same proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its core Skin Type Test logic.

Want a similar Skin Type Test for your own brand? USP Demo Solutions has shipped repeatable, on-claim demo tools like the Skin Tool for BAs for Amway and dozens of other skin care programmes worldwide engineered to be run by retail staff, pharmacists or beauty advisors with zero lab equipment.