ABOs help Rick DiCecca prepare for NYFW!

During this year’s New York Fashion Week, Pamella Roland’s September 9 runway show won’t just feature Artistry™ makeup—it will be done by Amway Business Owners (ABOs) themselves.

In August, dozens of ABOs arrived to the Amway New York Business Center at Citi Field, makeup bags and brushes in hand. Each was determined to demonstrate their skills and prove they were worthy of assisting Artistry™ Global Makeup Artist, Rick DiCecca, during the Pamella Roland show at NYFW. Many of the ABOs had primarily built their business by doing makeup for weddings and other special events using Artistry™ products.


“When I started doing shows for Pamella Roland, I thought, why not have ABOs backstage? They know the product, and no one else has this story,” said DiCecca. “You have makeup artists—talented makeup artists that I would put up against the best makeup artists in the world—doing makeup at New York Fashion Week and they actually sell the product!”


DiCecca kicked off the event by demonstrating the runway look, then sent the makeup artists back to their stations to recreate it. “My favorite part of this specific event is seeing how much they’ve advanced,” explained DiCecca. DiCecca has partnered with ABOs to host makeup training sessions, and many of the artists showcasing their skills had been to his classes before. “I said to some of them [at the event] ‘Wow, that’s really beautiful,’ and they said to me, ‘You taught me well’—it’s nice to know I’ve made an influence on their success.”


Though DiCecca enjoys seeing the artists excel in their craft, the ultimate satisfaction comes from understanding that being at NYFW represents far more than just an event.


“We all want to have a positive effect on other people. And certainly the Amway philosophy is about having a positive effect on others and helping them live the life they dreamed of. Some of these girls never dreamed about being backstage at New York Fashion Week—and some of them even said that it would be the best day of their life. That means a lot to the Artistry™ brand and to myself,” DiCecca explained.

Congratulations to those who will represent the Artistry™ brand at the Pamella Roland NYFW show!

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