Earlier this year we reported our 2013 annual sales — a record breaking $11.8 billion.
How did we get there? Through unsurpassed products, unparalleled support and unlimited opportunities. Take a look…
Last year, eSpring became the world’s number one selling brand of home water treatment systems according to Verify Markets study of 2012 global sales, while ATMOSPHERE is the world’s number one selling brand of home air treatment systems according to Verify Markets study of 2011 global sales.
That’s quite an accomplishment in just over 50 years. And it was a concerted effort. In the last 20 years, we grew our research and
development team from those specializing in cleaning, cosmetics and nutrition to include more than 100 scientists researching home technology.
It’s a wonderful story of innovation, dedication and “Aha!” moments that you can read at the Amway Global Newsroom.
Thanks to you, eSpring is now the world’s largest-selling brand of home water treatment systems according to a Verify Markets study of 2012 global sales. It’s also the number one selling brand of water treatment systems in the Asia region – and in the individual countries of Taiwan, Malaysia and Thailand.
The study included systems sold through retail channels as well as through direct selling. With so many options for getting drinking water, why do so many consumers prefer eSpring?
One reason is that our eSpring system reduces more than 140 potential health-effect contaminants to deliver clean, safe drinking water. It also is certified by NSF to reduce more individual contaminants than any other carbon filtration and ultraviolet (UV) light treatment point-of-use system in the world.
People also love eSpring because of the smart technology that other water filtration systems don’t have: electronic monitoring that tells the user when it’s time to change the filter cartridge, and eCoupled™ wireless power technology that safely and efficiently assures that people are getting high-quality, clean water every time. That gives consumers peace of mind.
A successful Research & Development department starts with the right group of people: the right combination of education, knowledge and experience. Those people also need to thrive in a collaborative environment and have a real connection with the customer.
Meet some of those people….
It has become pretty important at Amway. LCA, is an internationally recognized way to determine the environmental impact of a product throughout its life cycle. An LCA analyzes the entire production process from raw materials to manufacturing to distribution to “end of life management.” (Can it be recycled or will it go to a landfill?)
Amway Research Scientist David Byrne recently attended the LCA XII Conference in Tacoma, Washington, and shared the evolution of Amway’s use of LCA and our goal to be recognized as a sustainability leader in the direct sales industry. Here is the gist of his message:
Amway’s first product, L.O.C., was a phosphate-free, all-purpose cleaner that was one of the first bio-degradable products on the market. It was the first of many products we designed with environmental considerations. The company’s founders did this because it was the right thing to do.
However, our Independent Business Owners, customers and partners now want to know about our sustainability efforts. That’s why in 2009 Amway started using LCA. As a test case, an LCA helped shape the design of the new eSpring system launched in Japan that year. The result? It used 46% less energy than its predecessor.
Now sustainability requirements are integrated into corporate objectives for all new products and sustainability claims are tested along with performance claims. At Amway, LCA has been used successfully, and it’s gaining recognition inside and outside the company.
Companies have always used stories as a communication tool to articulate authenticity and original content. If a story is compelling enough, it will travel from person to person and convey a captivating snapshot of a brand.
The simple concept of storytelling hasn’t changed, but the medium we choose has.
For a global brand with over 20,000 employees and a presence in more than 100 countries and territories, storytelling for Amway is not only a priority, it’s an international social media approach.
There is no denying that social media is a powerful and credible force. Right now, there are more than 950 million active monthly users on Facebook. Each day, 200 million photos are uploaded and 3.2 billion “likes” and comments stream across the social site.
We use the traditional storytelling methods such as press releases, but in order to truly capture the Amway experience, we also offer our fans an interactive social hub of posts, tweets, images, videos and blog articles that provide a digitally holistic picture of our global brand.
That’s right, a coconut. Scientists chose coconut shells as a carbon source for our water filters because studies show it works much better than other sources, including coal.
“You can use less of it, and it’s a higher quality,” Amway Research Scientist Karen VanderKooi said. “It’s also abundant and renewable.”
The activated shells are extra porous, which makes them superior at attracting contaminants.
Our suppliers use the charcoal from burned coconut shells, typically used for simple fuel, and treat them with high temperatures to make “activated carbon” granules. The granules are then ground to a fine powder, pressed into a block and fit right into our eSpring cartridges.
The size range of the powder particles is patented and unique to eSpring, says Karen.
“It’s why the carbon filter can reduce over 140 potential health-effect contaminants and can treat up to 5,000 liters of water before needing replacement,” she said.
Our guest blogger is social media consultant Cami Reister.
Fulton Innovation made a big splash at the Consumer Electronics Show this month in Las Vegas. The eCoupled wireless power technology that is making all this innovation possible comes from an Amway core product — our eSpring water treatment system. And Consumer Reports has an article on our product this month. Click here for more information.
Editor’s Note: This post was originally published on the Interns Expose Amway blog.
Kendra Peterson is an intern in the Documents & Design department. She shares her recent experience at an Intern Lunch & Learn.
I walked through the Durables Department with a sponge-like mind, learning all the company had to offer with items such as cook ware, air filtration systems, and water purification. The presenters did an excellent job in the description of their projects. Such a good job, that when a raffle was announced, I knew I just HAD to win.
I entered the room with a smile on my face as I eyed all of the glorious products just waiting to be raffled off.
My eyes opened wide as they announced the first winner. I looked across the table at an elated winner, but still had hope.
However, the next three names were not mine either. The next item was a set of cookware: the apple of my eye, my one greatest desire.
Didn’t win that either. As the last name was called, and the bragging intern to my right stood up, it was then that I realized I would leave empty handed.
But thanks to the Durables team, I now know why I want those items!
Check out the video to see how they convinced me!Download Video
Our brands to improve the quality of the water you drink, the indoor air you breathe and the food you cook are now a billion-dollar business for Amway.
Last year Amway’s “durables” brands – eSpring water purifier, Atmosphere air purifier and iCook and Queen cookware – generated US$1 billion in gross sales.
Amway has been selling cookware since 1961. Our first water treatment system launched in 1984, followed by an air treatment system two years later.
Today our iCook and Queen cookware lines are on stovetops in households all over the world . Our eSpring water purifier is the world’s largest selling brand of “point of use” water filtration systems and the second largest brand of home water filtration systems worldwide. And Atmosphere was the first air purifier certified asthma & allergy friendly by the Asthma and Allergy Foundation of America and Allergy Standards LTD.
A few weeks ago Amway had a celebration for the staff who created, manufactured and marketed these brands that help people live healthier lives.
It was a way of saying “thanks a billion” for producing products that helped our distributors generate $1 billion in sales.