Kuala Lumpur, 27 May 2004 - Main Board-listed Amway (Malaysia) Holdings Berhad (Amway) today officially launched a brand building campaign to reinforce Nutrilite™ as the leading global brand of vitamins, minerals and dietary supplements in Malaysia. This is the first time Amway is embarking on a brand building campaign and the company is planning to invest RM10 million on the campaign over a period of three years starting from its current financial year ending August 2004.

The event was also attended by Dr. Sam Rehnborg, President of the Nutrilite Health Institute, whose father, Carl Rehnborg founded Nutrilite™ in 1934 in the United States of America. Nutrilite™ was first introduced in Malaysia 25 years ago.

The initiative will see an integrated approach using a combination of media such as print, broadcast, outdoor advertising, sponsorships, events and distributor promotions.

According to Low Han Kee, Amway’s Managing Director: “This brand building campaign
is an unprecedented move by Amway. This is an important strategy for us to grow Nutrilite™. By creating a greater awareness for Nutrilite™ and in establishing the efficacy behind this power brand, we hope that the resulting strong brand initiative will help us achieve greater market penetration. This is especially so when nutrition is being taken more seriously today than ever before as people become increasingly conscious of their health. This campaign is timely as it will further extend the reach and brand philosophy to bring Nutrilite™ to the next level.”

“As we all know, brands influence consumer decisions, and recognising the impact of brand recognition on value, we believe that this campaign will not only increase and enhance the Nutrilite™ brand, it will also increase brand loyalty and confidence. This in turn, will help Amway distributors build their business through an established brand like Nutrilite™,” added Low.

With over 70 years of experience in nutrition and wellness, Nutrilite™ is the only global vitamin and mineral brand to grow, harvest, and process plants on their own certified organic farms. In total, more than 200 Nutrilite™ products are distributed in over 60 markets worldwide.

Introduced in Malaysia in 1979, Nutrilite™ forms the Nutrition and Wellness business line for Amway, one of its five major business lines, and is sold through its 158,000 core distributor force. There are currently 26 Nutrilite™ products sold in Malaysia, and Nutrilite™ is a significant revenue contributor for Amway.

Concurred Dr. Sam Rehnborg, President, Nutrilite Health Institute: “Nutrilite™ sales in Malaysia have been very encouraging and we anticipate that this brand building campaign will help us to bring the powerful benefits of the Nutrilite brand to an even larger audience in this country.”

All activities are positioned to heighten awareness for Nutrilite™ and to further enhance the reputation and credibility of Nutrilite. As an example, the collaboration between Nutrilite Health Institute and Discovery Networks will see the airing of a series of 30-second Nutrilite Health Moments messages over Astro’s Discovery Channel and select Discovery Networks worldwide. In Malaysia, these public messages have started airing since March. A Nutrilite™ 70th Anniversary newspaper pullout was also published in four leading language dailies to commemorate Nutrilite™’s 70th anniversary by paying tribute to the Nutrilite™ brand legacy and its unequivocal achievements in the field of nutrition.

In July 2004, Astro subscribers who tune into Discovery Channel will be able to view a-one hour documentary style programme called “Quest for Nutrition”. This programme will uncover visionaries like Carl Rehnborg, founder of Nutrilite™, who made the greatest contributions to nutrition and highlight current and future breakthroughs in nutritional science.

About Nutrilite™
Since 1934, Nutrilite™ vitamins and food supplements have set the industry standard for quality and innovation. To date, Nutrilite™ is the only global vitamin and mineral brand to grow, harvest and process plants on their own certified organic farms. It also practices organic farming techniques and stringent processing standards to carefully grow and extract nature’s most beneficial nutrients.

Nutrilite™ products are distributed in over 60 markets worldwide. Nutrilite™ products marketed in Malaysia are compliant to Good Manufacturing Practices (GMP) and certified Halal by the Islamic Food and Nutrition Council of America (IFANCA), which is recognised by Jabatan Kemajuan Islam Malaysia (JAKIM). For more information, log on to www.nutrilite.com.

About Amway
Amway (Malaysia) Sdn Bhd, a wholly owned subsidiary of Amway (Malaysia) Holdings Berhad is the leading direct selling company in Malaysia. The company, which began operations in 1976, offers a wide range of meaningfully differentiated quality products under its five core product lines namely Nutrition and Wellness (NUTRILITE vitamins and dietary supplements), Skin Care & Cosmetics (ARTISTRY skin care and cosmetic products), Personal Care (including oral care, toiletries and hair care products) Home Care (including laundry and car care products and household cleaners); and Home Tech (including water treatment system and cookware). In addition, the company’s PERSONAL SHOPPERS Catalogue offers locally sourced and manufactured consumer products, from food and beverage to watches, garments, personal accessories and household appliances.