11

2

Heritage

3

Heritage Biodegradable 1959

Concentrated 1960s

Phosphate Free 1970s

Freon Free 1970s

Enzymes 1970s

Oxygen Bleach 1980s

Low Foam for low water washers 1990s

Exploding Crystal Solubility 1990s

Higher Concentration Powders 1990s

Energy saving enzymes 2000s

Active Botanicals 2010s

4

55

How did we decide on this brand?

6

We asked hundreds of Distributors

and hundreds of potential customersabout

7

Brands

Positioning

High PerformanceLow Performance

Ecological friendly

Not ecological friendly

Likeability Shapes

Positioning

High Performance

Low Performance

Ecological friendly

Not ecological friendly

Likeability

8HOME CARE8 HOME CAREHOME CARE

9

Brand Repositioning Rationale

Unified Branding Leverages strengthen Amway name for Improved Awareness!Amway!

10

11

12

Multipurpose

HighCleaningPerformance

Multipurpose

HighCleaningPerformance

Brand Repositioning Rationale

Focused Positioning drives awareness of our leadership position in Green Home care built from over 50 years of heritage!50

SafeforFamily use

SafeforFamily use

EnvironmentallyFriendly

EnvironmentallyFriendly

HighCleaningPerformance

HighCleaningPerformance

Fund

amen

tal

Adde

d Va

lue

1959 2011

Biodegradable

Concentrated

Biodegradable

Concentrated

Fund

amen

tal

Adde

d Va

lue

13

Brand Repositioning Rationale

I need cleaning products that really perform and

keep my home a healthier place.

Fundamental

High Cleaning Performance

Added Value

Safe for family use

Environmentally-Friendly

Brand Positioning was validated with Consumers and Distributors!!

14

Improved formulas made with more Naturally Derived Ingredients!

Coconut-based Surfactants and cleaning agents!!

Naturally produced Citric Acids!

Fragrances derived from Natural Essential Oils!

15

New consumer facing Line Claim: the BIOQUEST Formula Mark!BIOQUEST Formula

Concentrated Biodegradable Dermatologist Tested

POWERFULLY GREEN FOR A SAFER CLEAN

BIOQUEST Formula

16

BIOQUEST signifies our seeking environmental balance for life combined with high cleaning performance.BIOQUEST

Bios + QuaesitaLife (Greek) + to seek (Latin) +

We use natural ingredients in order to protect nature and ourselves.

BIOQUEST Formula

17

Improved Claims support with third Party Substantiation!

Skin Safety (Dermatologist) Testing

Biodegradability

BIOQUEST Formula

18

Dermatologist Tested - Repeat Human Insult Patch Testing

BIOQUEST Formula

19

Full Formula of Biodegradability OECD 301A/B

BIOQUEST Formula

20

Brand Repositioning Benefits

Participation in US EPAs DfE Green Certification program highlights our strong commitment to environmental sensitivity without sacrificing quality!!

EPADfE

Best in Class High Performance + Environmentally Friendly Product

Certification

21

Rationale - Fosters continual improvement

- Globally recognized - Partnership with industry and

government

- Promotes improved environmental and health characteristics

- DfE logo products do not sacrifice quality or performance!DfE

DfE Certification ExplainedDfE

www.epa.gov.dfe

22

Amway HomeTM- DfE ?

L.O.CTM Glass

Toilet Bowl

SA8TM All Fabric Bleach

L.O.CTMKitchen

L.O.CTM Soft Cleanser

SA8TM TRI-ZYMETM

12

DISH DROPSTM

L.O.CTMBathroom

L.O.CTM MPC

SA8TM Premium(1kg)(3kg)

SA8TM Baby

Total

Dish

Surface

Laundry

Amway HomeTMAlready got DfE : DfE

23

SA8TM Fabric Softener

3

Metal cleaner

SA8TM Liquid

Total

Dish

Surface

Laundry

Amway HomeTM

Improving formula to get DfE :

Amway Home- DfE?

24

Amway Home- DfE?

3

Scrub Buds(Product form ineligible)

Leather and Vinyl Cleaner

Prewash (Aerosols ineligible)( )

Total

Dish

Surface

Laundry

Amway HomeTM

Non item in DfE : DfE

2525

Laundry ProductsLaundry Products

26

Laundry Care Comparison Table

No change

No change

No change

3 kg 3

SA8TM Premium

No change

No change

No change

1 kg 1

SA8TM All Fabric Bleach

No change

No change

No change

1 L1

SA8TM Fabric Softener

No change

No change

No change

1 kg 1

SA8TM Premium

Formula

Color

Fragrance

Size

Product

27

Laundry Care Comparison Table

Changed

Changed, Blue to Transparent

Changed

1 L1

SA8TM Liquid

Changed

No change

No change

1 kg 1

SA8TM TRI-ZYME

Changed

No change

No change

350 g350

SA8TM Prewash

Changed

No change

No change

3 kg3

SA8TM Baby

Formula

Color

Fragrance

Size

Product

28

SA8TM Laundry ProductsSA8TM

Trona natural mineral based water softener, leaves no undissolved residue on washed clothing

Current formula tested and met EPA DfE and biodegradability requirementsDfE

Package Size: - 1 kg Box 1- 3 kg Box 3

SA8TM Premium Concentrated Laundry Detergent

29

SA8TM Laundry ProductsSA8TM

SA8TM Premium

SA8TM residue after 5 washes5SA8TM

Brand A residue after 5 washes5A

30

SA8TM Laundry ProductsSA8TM

Biodegradable, other brands may not be. Ultra low use level softens and controls static;

Current formula already met Amway HomeTM requirementsAmway HomeTM

SA8TM Fabric Softener

31

SA8TM Laundry ProductsSA8TM

SA8TM Liquid Cleans and softens water hardness automatically

Changes - New Fragrance and Colour

- Better cold water solubility

- More consistent color stability

- Triethanolamine removed for EPA DfEDfE

32

SA8TM Laundry ProductsSA8TM

SA8TM Baby Concentrated Laundry Detergent

Specially designed for stain removal and mildness to skin,

Changes - Boron removed for EPA DfE

DfE

33

SA8TM Laundry ProductsSA8TM

Two to Three times the bleaching strength of typical competitors

Changes - Easier to use cap

SA8TM All Fabric Bleach

34

SA8TM Laundry ProductsSA8TM

SA8TM TRI-ZYMETM

Big stain remover, takes advantage of soaking.

Changes - Boron removed for EPA DfE

DfE- New 1 kg size packaging

1750

35

SA8TM Laundry ProductsSA8TM

SA8TM Prewash Spray

Small stain remover, our best product to boost cleaning.

Changes - New Odorless Biodegradable Solvent

36

Surface ProductsSurface ProductsL.O.C.L.O.C.TMTM

37

Changed

Changed, Purple to Light Yellow

Changed

500 ml500

L.O.C.TM Bathroom

Changed

No change

Changed

500 ml500

L.O.C.TM Kitchen

Changed

No change

No change

500 ml500

L.O.C.TM Soft Cleanser

Changed

No change

No change

1 L1

L.O.C.TM MPC

Formula

Color

Fragrance

Size

Product

Surface Products Comparison TableL.O.C.L.O.C.TMTM

38

No change

No change

No change

250g250

Metal Cleaner

Changed

Changed

Changed

500 ml500

L.O.C.TM Glass Cleaner

Changed

No change

No change

750 ml750

Toilet Bowl

Formula

Color

Fragrance

Size

Product

Surface Products Comparison TableL.O.C.L.O.C.TMTM

39

L.O.C.TM Multi Purpose Cleaner Powerfully cleaning with a mild, neutral pHpH

Changes - Increased use of coconut based

cleaning agents

- Use level change (now 30 ml per 5 liters)530

- Small amine removed for EPA DfEDfE

Surface ProductsL.O.C.L.O.C.TMTM

40

L.O.C.TM Kitchen Cleanser Non-chemical scent makes it pleasant to use, alkaline to remove oil and grease residues

Changes - Safer solvents with lower chemical

odor

- Pleasant light citrus fragrance

- Increased use of coconut based cleaning agents

Surface ProductsL.O.C.L.O.C.TMTM

41

L.O.C.TM Bathroom Cleaner Non-chemical scent makes it pleasant to use, acidic to remove hard water deposits.

Changes - Pleasant light citrus fragrance

- Uses naturally produced citric acid

- Increased use of coconut based

cleaning agents

- New light-yellow color

Surface ProductsL.O.C.L.O.C.TMTM

42

L.O.C.TM Glass Cleaner

Non-chemical scent makes it pleasant to use, alkaline to remove oil and grease residues

Changes - Safer solvents with lower chemical odor

- Pleasant light citrus fragrance

- Increased use of coconut based cleaning agents

Surface ProductsL.O.C.L.O.C.TMTM

43

L.O.C.TM Soft Cleanser

Gentle scrubbing without scratching

Changes - Increased use of coconut based

cleaning agents

- Surfactant system revised for EPA DfEDfE

Surface ProductsL.O.C.L.O.C.TMTM

44

L.O.C.TM Metal Cleaner

Incomparable performance on cleaning burnt on residues and oxidation from copper and other metals.

Surface ProductsL.O.C.L.O.C.TMTM

45

L.O.C.TM Toilet Bowl Cleaner

Uses safe yet very effective lactic acid vs. unsafe hydrochloric acid

Changes - Uses naturally produced lactic acid

- Improved hard water scale performance

Surface ProductsL.O.C.L.O.C.TMTM

46

Leather and Vinyl Cleaner

Cleans and protects in one step

Changes - uses safer, milder smelling

solvents

Surface ProductsL.O.C.L.O.C.TMTM

47

Dish ProductsDish ProductsDISH DROPSDISH DROPSTMTM

48

No change

No change

No change

4 per carton(4 / )

Scrub Buds

Changed

Changed, Transparent to Green

No change

1 L1

DISH DROPSTM

Formula

Color

Fragrance

Size

Product

Dish Products Comparison Table

49

DISH DROPSTM Dishwashing Liquid Concentration allows dilution before use, easy to rinse, no residue.

Changes - Increased use of coconut based cleaning

agents

- Shiso extract added for enhanced skin mildness

- More stable pH and preservative systempH

Dish ProductsDISH DROPSTM

50

Scrub BudsTM

Tough cleaning pad that is gentle to pans (and hands), will not rust like inexpensive competitors

Dish ProductsDISH DROPSTM