Amway – Skin Tool for BAs

For the Skin Tool for BAs, Amway needed to make the "user-friendly" promise something shoppers in the skin care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise sensitivity & soothing, hydration claims.

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 for Amway.

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...

USP Demo Solutions built the Skin Tool for BAs for Amway around the Skin Type Test method, reducing the user-friendly story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the skin care aisle instead of a one-way pitch.

From the same physical interaction with the Skin Tool for BAs, the demo substantiates claim areas such as sensitivity & soothing, hydration, 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 as something the consumer experiences first-hand rather than has to take on trust.

By turning Amway's "user-friendly" message into a hands-on Skin Type Test moment, the Skin Tool for BAs becomes a credible, science-backed conversation starter 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 Skin Type Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.