CONTENTS

The NUTRILITE Brand

The Best of You ............................ 10
The Best of Nature ........................ 16
The Best of Science ...................... 22

The NUTRILITE Brand Portfolio

Essentials ..................................... 44
Healthy Aging ............................... 45
Immunity ....................................... 46
Nutrigenomics .............................. 47
Womens ....................................... 48
Childrens ..................................... 49
Weight Management ..................... 50
Sports .......................................... 51
Health and Wellness ...................... 52

Building the NUTRILITE Brand

Staying on Brand .......................... 54
Creative Options ........................... 58
Brand Communication Guidelines .. 64
Photography ................................. 72
Glossary of Terms ......................... 74

CONSIDER THIS OUR HANDSHAKE.

By accepting this brand guide you accept responsibility for the NUTRILITE brand, which makes you the guardian of our most valuable
relationship the relationship between our customers and our brands. The advertising, communications, and impressions you create with
the help of this guide are the face and future of the NUTRILITE brand. That is something we take very seriously. And its something we expect
you to take very seriously too.
Doug DeVos
President - ALTICOR, INC.

Steve Van Andel

Chairman - ALTICOR, INC.

An ounce of prevention is no longer enough. With soaring health care costs, the discovery
of new diseases outnumbering the discovery of new cures and environmental assaults on
human health, prevention and protection have never been more important.
Those changes, along with our natural desire to lead healthier, happier, longer lives explain
why the NUTRILITE brand is more relevant, more respected and more in demand by
more consumers than ever before.

From the 1920s, when Carl Rehnborg discovered that the nutrients in plants were crucial to
human nutrition, to our recent breakthroughs in the eld of nutrigenomics, Nutrilite has
been on the leading edge of organic farming and nutritional science.
This interaction of the best of nature and the best of science is not only the foundation and
future of the NUTRILITE brand, it is the key to realizing the best of you.

THE
THEESSENCE
ESSENCEOF
OFTHE
THE

THE BEST OF NATURE + THE BEST

NUTRILITE
NUTRILITE BRAND
BRAND

OF SCIENCE = THE BEST OF YOU.

THE BEST OF NATURE + THE BEST OF SCIENCE =

THE BEST OF YOU.

Nature and science. Science and nature. Perfectly integrated.

Thats the genius of the NUTRILITE brand.

From state-of-the-art nutrient analysis to organically grown plants, we find the best in nature
and through the best of science use it to put you on the path toward optimal health. And all
the best life has to offer.
NUTRILITE. For the best of you.

THE BEST OF YOU.

The most powerful statements about the NUTRILITE brand are

walking, running, smiling and strutting down the street every day.
The NUTRILITE brand positioning statement is more than just a statement of fact, more
than just a marketing message and more than just words and sentences strung together.
The NUTRILITE brand positioning statement is an invitation to people who want to love
life, not just live it.

THE NUTRILITE BRAND POSITIONING STATEMENT:

Nutrilite extracts the inherent goodness of nature through the brilliance of
advanced science to offer you a total program for achieving optimal health.

10

11

BALANCE. THE SECRET INGREDIENT TO OPTIMAL HEALTH.

Once customers understand the importance of balancing exercise, rest, healthy habits and
nutrition, they understand that optimal health is nearly impossible without the help of the natural
goodness and scientific research behind the NUTRILITE brand.
Thats why every single NUTRILITE supplement, every acre of every farm, every farmer and
scientist, and every affiliate, IBO and ABO is in the business of helping people reach their
optimal health and live better-balanced, healthier and, yes, happier lives.

12

13

THE DNA OF THE NUTRILITE BRAND

Just like the DNA of an individual,

the DNA of the NUTRILITE brand is what makes it
different than any other brand in the world.
Perhaps thats why were so excited to
reveal the DNA of the NUTRILITE brand.
Because our DNA is what lets us stand apart
and stand above our competitors as
the worlds leading brand of vitamin, mineral
and dietary supplements.*

THE BEST OF NATURE

THE POWER OF PHYTONUTRIENTS
Phytonutrients are plant-based compounds and are key ingredients
to neutralizing free radical damage, strengthening the immune system
and maintaining optimal health. It is no coincidence that phytonutrients
are the key ingredients in NUTRILITE vitamin, mineral and dietary
supplements, offering superior nutritional benefits compared to just
vitamins and minerals alone.
Phytonutrient-rich plant concentrates have been the foundation
of our products since the 1930s.
The NUTRILITE brand is a world leader in phytonutrient research.
Nutrilite utilizes a variety of chromatography methods to
identify, measure and document the phytonutrients in our
plant concentrates.
Our commitment to constant scientific discovery, clinical
research and nutritional evaluations and assessments keep
us at the top rung of leadership in the scientific community.

CERTIFIED ORGANIC FARMING

Even before organic farming was in it was our farming method of
choice. And because of our early involvement and ongoing commitment,
today we own more certified organic farmland than any other
supplement company in the world - thousands of acres where plants
are grown, harvested and handled using only sustainable, nonsynthetic, pesticide-free methods.
NUTRILITE is the only global vitamin and mineral brand to grow,
harvest and process plants on their own certified organic
farms. On four farms in three countries (Brazil, Mexico and the
United States), were raising the bar by practicing sustainable
farming the next step beyond certified organic.
From seed to serving. More than a catchphrase, this principle
ensures our control over every step of every NUTRILITE
vitamin, mineral and dietary supplement.
Plant concentrates used in NUTRILITE products that have not
been grown on our own organic farms must meet Nutrilites
strict quality standards. Nutrilite agricultural scientists have
established the NutriCert program to certify our suppliers and
move them toward the Nutrilite philosophy of sustainable farming and socially responsible business practices.

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Based on 2006 sales.

THE BEST OF SCIENCE

THE BEST OF YOU

PIONEERING AN INDUSTRY

ACHIEVING OPTIMAL HEALTH

Only one man, Carl Rehnborg, and one brand, NUTRILITE, can call
themselves the pioneers of todays multi-billion-dollar global vitamin,
mineral and dietary supplement market.

Nutrilite extracts the inherent goodness of nature through the

brilliance of advanced science to offer you a total program for
achieving optimal health. A path for people who want to love
life, not just live it. Below are some of the key beliefs and key
examples of our commitment to helping you to achieve your
optimal health and get the most out of life.

Carl Rehnborg began his research in the 1920s and 30s in

China and the United States.
70 years ago, Carl Rehnborg discovered the valuable nutrients
in plant-based foods and plant compounds. His research
convinced him that natural ingredients were the key to optimal
health. Today, these ingredients are called phytonutrients.
Carl Rehnborg created and sold the first known multivitamin/
multimineral in North America. It was also the first to
contain phytonutrients.

INNOVATION NEVER STOPS

Our commitment to being First and Best never ends. Our research
teams and scientists constantly scour the globe for new plants,
technologies and techniques to improve products, processes and
results based on their latest scientific findings.
Since 1952, more than 50 clinical studies and over 2000 yearly
bioassays have maintained our position as a pioneer in
nutrition and phytonutrient science.
Over 150 patents, with more patents pending, support over
250 products.
Weve been a world leader in antioxidant research since the
1970s blazing the trail for others to follow.
By developing technology that enables people to look to their
DNA for health risks and nutritional solutions, we have established ourselves as leaders in the field of nutrigenomics. This
groundbreaking research in nutrigenomics has resulted in an
exclusive nutrigenomic heart health supplement NUTRILITE
IL1 Heart Health Dietary Supplement another NUTRILITE first.
The ongoing collaboration of scientific experts at the Nutrilite
Health Institute keeps us constantly focused on the future of
optimal health.
Sales of $2.7 billion make NUTRILITE the worlds leading brand
of vitamin, mineral and dietary supplements.*

A plant-based diet and sensible nutrition are

indispensable ingredients to optimal health.
Without supplementation, achieving good nutrition is
nearly impossible.
Exercise, rest, relaxation and positive thinking are
essential to helping you achieve optimal health.
To unlock your individual optimal health equation you
must understand your lifestyle risk factors.
Building on the pioneering work of his father in the field of
nutrition and dietary supplementation, Dr. Sam Rehnborg
has established his legacy by incorporating psychology
and fitness in achieving optimal health.
The Nutrilite Health Institute Center for Optimal Health
is a 33,000-square-foot science, education and training
center, built with the single-minded purpose of helping
people achieve optimal health.
Every day more than 100 scientists, researchers, farmers,
doctors, fitness experts, teachers and technicians and over
1000 employees demonstrate their passion, commitment
and dedication to the NUTRILITE brand and the pursuit
of helping people achieve optimal health.

15

THE BEST OF NATURE

If you take the time to listen, nature will tell you everything you need to know.
Broccoli, cabbage and kale can help support detoxification and overall cellular health. Echinaceas
properties help maintain the effectiveness of a healthy immune system. One pomegranate delivers
40 percent of an adults daily vitamin C requirement. Mangos, currants and oranges contain
phytonutrients that may help strengthen bones and keep joints flexible. The tiny acerola cherry is
densely packed with phytonutrients that act as powerful antioxidants to reduce free radical damage.
Thats the power of nature. And the power of NUTRILITE.
The NUTRILITE brand is the only global vitamin and mineral brand to grow, harvest and process
plants on their own certified organic farms. Over 6,400 acres of sustainable farmland are dedicated
to unlocking the secrets of nature in the pursuit of optimal health and improving human nutrition
around the world.

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17

PROTECTED FROM SEED TO SERVING. NATURALLY.

Nutrilite researches, grows, harvests, renes and packages with total control of the process.
This may explain why the NUTRILITE brand has led so many people to optimal health.

RESEARCH
Nutrilite scientists continuously search for new concentrates
and innovative formulations to provide ground-breaking
products that perform.
GROW
Nutrilite certified organic farms control thousands of acres where plants are
grown and harvested using sustainable, synthetic-pesticide-free methods.
REFINE
Nutrilite plants are processed within hours of harvest
to capture and lock in nutrients.
PRODUCE
Nutrilite production occurs at the source to maintain control
and ensure that every dietary supplement meets precise
standards for quality, safety and efficacy.
PACKAGE
Nutrilite packaging and shipping occurs immediately
after production to ensure absolute freshness.

18

Nutrilite grows their own plants on their own certied organic farms.
Over 6,400 acres of farms all managed with environmentally responsible and sustainable
practices, providing botanicals grown in accordance with nature. All in an effort to maintain the
natural integrity, nutritional superiority and number one standing of NUTRILITE as the worlds
leading brand of vitamin, mineral and dietary supplements.*
THE LAKEVIEW, CALIFORNIA FARM and Nutrilite Agricultural Research Farm is 111 acres
(45 hectares) located on a prehistoric lakebed. Alfalfa, rosemary, pomegranates and carrots are
some of the crops grown. New plant varieties, organic farming techniques and harvesting tools
to be used on Nutrilite global farms are also researched here.
THE TROUT LAKE FARM in Washington State is the largest certified organic herb farm in North
America. More than 70 botanicals and 3-million pounds of NUTRILITE herbs can be grown on
these 700 acres (283 hectares) each year.
RANCHO EL PETACAL harvests nutrient-rich plants and citrus such as lemons, red grapefruit
and mandarin oranges, as well as watercress, parsley, alfalfa, spinach, kale, and basil, from
1,400 acres (566 hectares) of farmland in Jalisco, Mexico.
FAZENDA NUTRIORGANICA, located in Ubajara, Cear, Brazil, just three degrees south of the
equator, is the largest Nutrilite farm, with 4,100 acres (1,660 hectares) of farmland where acerola
cherries, passion fruit, pineapple, guava and tropical herbs are grown.

*Based on 2006 sales

19

OUR COMMITMENT TO SUSTAINABLE FARMING

IS A COMMITMENT WE TAKE VERY SERIOUSLY.
Grown in accordance with nature is more than a catchphrase for the NUTRILITE brand; its a
way of farming and a way of life. Each Nutrilite farm adheres to strict guidelines that emphasize
responsible management of natural resources and respect for natures processes including
natural pest control, natural fertilizers, soil health, erosion control, and the maintenance of natural
plant and animal habitats that sustain the diversity of both native plant and animal species.
To ensure farms that supply plant materials for use in NUTRILITE products produce the very
best of nature, we have implemented a program to ensure adherence to the strict sustainable,
organic standards of NutriCert certification. These are our guiding principles:
1. Encourage Diversity on the farms, cultivate vegetation in layers (such as herbs, bushes
and trees in the same field), and practice green soil cover, crop rotation, intercropping,
integration with animal husbandry, the use of beneficial insects and microorganisms, green
manuring, forest and native vegetation, and more.
2. Build Soil use composted manures and crop residues, rock powders, mineral fertilizers,
and beneficial microorganisms; erosion control; mulching; good use of irrigation and water
resources; and no soil burning.
3. Dont Contaminate use integrated pest management techniques; adhere to organic
certification standards; and protect from neighboring and eventual sources of contamination.
4. Ensure Traceability every action performed on the farm must be documented and
controlled. Input records, seed lots, crop rotations and more provide quality assurance in
the final product.
5. Build a Healthy Social Environment On the farms and in the surrounding community,
provide farm employees and their families the opportunity for personal development, health
care and education.

20

In addition to our ongoing commitment to the land, each Nutrilite farm has programs dedicated
to its surrounding community such as the Neighbor Program. These programs provide benefits
like employment for local farmers, education on nutrition, ecology and personal development,
supplements for the local children who need them, support for community projects, and land
where community members can raise their own organic vegetables.

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THE BEST OF SCIENCE

The answers to Optimal Health. Found in Nature. Founded in Science.

Carl Rehnborg discovered the science of optimal health the hard way. Isolated in a tiny enclave
during the political unrest of 1920s China, amid unforgettable malnutrition and disease, he
made a life-changing scientific discovery. By supplementing his meager diet with local herbs,
grasses and vegetables, along with scrapings from rusty nails for iron, he found that nature
provided the essential nutritional elements missing from his diet. This discovery not only helped
him improve his nutrition, it also laid the groundwork for his lifelong commitment to plant-based
nutrition and the science of optimal health, and provided him with the inspiration to found the
NUTRILITE brand.
This commitment to scientific discovery and development continues today. Nutrilite scientists
scour the globe for new plants, technologies and techniques. And scientists at the Nutrilite
Health Institute, along with partners at leading research institutions and universities around the
world, collaborate to find new formulations to improve products, process and results based on
their latest scientific findings.
Even as you read this, Nutrilite scientists are involved in the groundbreaking research of
nutrigenomics the study of how our genes interact with nutrients. This research has led to
the development of an exclusive nutrigenomic supplement that is precisely tailored to an
individuals needs based on their DNA and genetic code. Imagine the possibilities.

RECOMMENDED READING: The most up-to-date information on research studies, product

development, clinical investigations, nutrigenomics and DNA personalization studies is available
at nutrilite.com.

22

Carl Rehnborg

23

THE SCIENCE THAT KEEPS NUTRILITE

THE WORLDS LEADING BRAND OF VITAMIN,
MINERAL AND DIETARY SUPPLEMENTS.

The people, partners, processes and patents related to the NUTRILITE brand.
The Nutrilite scientific research staff is made up of globally recognized scientists, engineers,
technicians and teachers from the fields of nutrition, exercise, chemistry, genetics and dietary
supplement formulation.
Scientists and staff at the Nutrilite Health Institute partner with leading universities, laboratories
and research facilities around the world to break new ground in the study of global nutrition,
health, phytonutrients, plant concentrates and botanicals, and develop new formulations, products
and processing methods. Through these efforts, we are maintaining our role as a world-class,
world leader in global plant-based nutrition science and increasing consumer access to the most
accurate and most complete nutritional information a leadership role that is well demonstrated
by more than 150 patents, over 50 clinical studies, hundreds of yearly bioassays, and
countless studies and scientific papers.
RECOMMENDED READING: Complete biographies of all scientists and a complete list of
partner universities and institutions as well as a complete list of patents, papers and studies
are available at nutrilite.com

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Present

INGREDIENTS
ARENT THE ONLY THING
WERE GROWING.

1958

Our ongoing commitment to science, research and the

development of new technologies, formulations, processes
and products has resulted in numerous patents.
Just one more reason NUTRILITE has grown
to become the worlds leading brand of vitamin,
mineral and dietary supplements.

Our first patent.

Today we hold over 150 patents and were still going and still growing strong.

25

WELCOME TO THE HOME OF OPTIMAL HEALTH

Even more incredible than the buildings that make up the Nutrilite Health
Institute and the Center for Optimal Health are the 70 years of knowledge
that built their foundation.
The Nutrilite Health Institute Center for Optimal Health is more than a campus of
facilities, fields and buildings dedicated to the science and service of the NUTRILITE
brand it is the foundation of an unending commitment to optimal health.
The Nutrilite Health Institute Center for Optimal Health is a world-class international
teaching and training facility and home to the Nutrilite Brand Experience an
information-intensive, interactive program focused on recommending nutrition, fitness and
supplementation programs to inspire participants to reach their optimal health goals.
The Nutrilite Health Institute is a worldwide collaboration of scientists and experts from
academia and industry devoted to research, education and personalization of the science
of plant-based nutrition to help people improve their nutrition and reach their optimal
health goals. In addition, the Scientific Advisory Board helps guide the future of the
NUTRILITE brand.

Tour the Nutrilite Health Institute and the Nutrilite Health Institute Center for Optimal
Health at nutrilite.com.

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27

CENTER FOR
OPTIMAL
HEALTH
REST

EXERCISE

THE NUCLEUS OF THE NUTRILITE BRAND

OPTIMAL
HEALTH

HEALTHY
BODY

What does it take to make up the worlds leading brand of vitamin,

mineral and dietary supplements?
At its most complicated, the architecture of the NUTRILITE brand is made up of millions of
different elements, ingredients and components from the fields both literally and figuratively
of nature, science, chemistry and supplementation as well as the ever-evolving sciences of
fitness, nutrition, health and wellness.
At its simplest, the architecture of the NUTRILITE brand is made up of the very best nature
has to offer, discovered and developed through the brilliance of advanced science, to deliver
a total program to help individuals reach for their optimal health.
Either way, the ultimate goal of the NUTRILITE brand is optimal health.

28

SUPPLEMENTATION

PERSONALIZATION

PROPER
NUTRITION

SYMPOSIUMS

PARTNERSHIPS

AGRICULTURAL

SCIENTIFIC
ADVISORY
BOARD

PHARMACEUTICAL

CLINICAL

RESEARCH
NUTRILITE
HEALTH
INSTITUTE

PATENTS
BIO
ASSAYS

NUTRIGENOMICS

SCIENCE

ETHNOBOTANY

GENETIC
TESTS

INTEGRATED
PEST
MANAGEMENT

NUTRILITE BRAND
PRODUCTS

SOIL
FERTILITY

ORGANIC
FARMING

VARIETAL
SCREENING

NUTRILITE
FARMS
PLANT
DIVERSITY

PHYTONUTRIENTS

NATURE
HABITAT
PRESERVATION

SUSTAINABLE
FARMING

SOCIAL
RESPONSIBILITY

NUTRICERT

THE NUTRILITE BRAND

How the key components of the NUTRILITE brand intersect, interact and connect
to create the worlds leading brand of vitamin, mineral and dietary supplements.*

CONSERVATION

TRACEABILITY

*Based on 2006 sales

29

THE KEY BRAND MESSAGE

The essence of the key brand message should be

at the center of every piece of communication.

THE BEST OF NATURE + THE BEST

30

Nutrilite extracts the inherent goodness of nature through the

brilliance of advanced science to offer you a total program for
achieving optimal health.

OF SCIENCE = THE BEST OF YOU.

31

OTHER KEY BRAND MESSAGES

Use these other key messages to develop advertising,

promotions and presentations that help you tell the
NUTRILITE brand story.

Without supplementation, achieving

good nutrition is nearly impossible.

Our commitment to being First and Best

never ends. Our research teams and scientists
constantly scour the globe for new plants,
technologies and techniques to improve
products, processes and results based on
their latest scientific findings.

NUTRILITE is the worlds leading

brand of vitamin, mineral and
dietary supplements.*

NUTRILITE is the only global vitamin and mineral

brand to grow, harvest, and process plants on
their own certified organic farms.

32

*Based on 2006 sales


Nutrilite owns over 6,400 acres of farmland,
all managed with environmentally responsible
and sustainable practices, providing botanicals
grown in accordance with nature.

Phytonutrients are plant-based compounds

and are key ingredients to neutralizing free
radical damage, strengthening the immune
system and maintaining optimal health. It is
no coincidence that phytonutrients are the
key ingredients in NUTRILITE vitamin, mineral
and dietary supplements.

Every product we produce is supported by a

global team of nutritional scientists, researchers
and educational institutions, and backed by the
Nutrilite Health Institute Scientific Advisory Board.

Over 70 years ago, Carl F. Rehnborgs passion

for optimal health led to the creation of the
NUTRILITE brand and the first multivitamin,
multimineral in North America.

33

WHO IS THE NUTRILITE CUSTOMER?

Our customers are young. Old. Middle-aged. They work in offices, stores, shops, and at home,
as well as in independently owned businesses. They are single, married, and with and without
children. They live alone and with children, husbands, wives, grandparents, aunts and uncles.
They live in metropolitan areas, on farms and everywhere in between, in apartments, homes,
condominiums, duplexes and high-rises. And they live on every continent in every climate in
every corner of the world.
They are all actively engaged in living their lives to the fullest. In fact, theyre not just living their
lives theyre loving their lives. They work, play, run, rest, relax, clean, go out, stay in, watch
their children play, visit friends and family and, through it all, try to eat right, exercise regularly,
strive for good nutrition and maintain balance in their lives.
The one thing all NUTRILITE customers have in common is that they want to live healthier, happier
lives. They understand the value of using premium nutritional supplements. They understand
how important it is to take care of themselves and their families and how hard it is with their
busy lives. Thats why they appreciate the importance and convenience of NUTRILITE supplements. They understand that the value of the nutrients they get from NUTRILITE products far
outweighs their price.

34

Instead of following health and wellness trends, Nutrilite marketers,

scientists and researchers predict, recognize and react to worldwide health
and wellness trends and create products that lead the way in todays
highly competitive health and wellness market.
Carl Rehnborg, founder of the NUTRILITE brand, recognized the need for phytonutrients in our
diets. At the Nutrilite Health Institute, we recognize the need to have a personalized health plan
instead of a one-size-fits-all plan the need for a total-package approach to control and manage
weightthe trend toward specific health needs for specific groups of individualsthe need for
portable nutrition for todays portable lifestylesand the trend and value of good corporate
conscience in farming, community and manufacturing practices. And we address each trend
with forward-thinking and leading-edge products that address consumer needs.

35

GLOBAL SEGMENTATION

This section of the brand guide offers specic suggestions on effectively marketing
the NUTRILITE brand of vitamin, mineral and dietary supplements to potential
user segments. Understanding individual patterns within market groups can help
you cultivate relationships and maximize sales.

36

Understanding your business relationships

The Amway and Quixtar businesses attract
many types of people. Each person possesses
unique goals that will generally dictate his or
her behavior within the business environment.
By understanding their basic patterns and objectives, you will find that participants generally
fit into one of four active global segments.

Once you have identified who belongs within

each segment, you can direct meaningful
NUTRILITE brand and Health and Wellness
specific marketing and communications
efforts to each of those population groups.

1. Leaders Platinums and above

Applying sensitivity to and awareness of the

values of each segment helps you to achieve
the following goals:

2. Business Focused those building

the business through product purchase,
selling/retailing and sponsoring

1. Effectively position products to appeal to

the appropriate segment.

3. Product Focused IBOs and

Consumers those whose primary
interest is buying products
4. New IBOs those who are new to the
Amway/Quixtar business (0-90 days)

2. Foster a foundation on which individual

relationships can expand or strengthen.
3. Increase sales, growth, and, ultimately,
reach higher levels of participation within
the business.

Marketing themes for these segments are

shown on this and the following page.

37

NEW IBO
This IBO segment needs and wants reassurance that their decision to join the business
was a good one. They want validation that
the NUTRILITE brand delivers high quality,
effective vitamin, mineral and dietary supplements, and they need to be fully immersed in
the NUTRILITE brand.

Critical Messaging:
Explain why everyone needs supplementation,
the benefits of NUTRILITE products, and the
potential they have to reach both business
and healthy lifestyle goals by sharing their
knowledge of and personal experience with
the NUTRILITE brand.

38

PRODUCT FOCUSED
IBOS AND CONSUMERS
This segment is seeking assurances that
they have made an educated decision
when they purchase NUTRILITE products.
They are primarily interested in personal
benefits from products, value stories and
competitive comparisons.

Critical Messaging:
Leverage the NUTRILITE brand as a leader
in plant-based nutrition science (Best of
Nature + Best of Science = Best of You)
the first multivitamin/multimineral sold in
North America (70 years of experience in
quality research). Educate on the benefits
of good nutrition and plant-based supplementation and provide information about
lifestyle risk factors and how healthy choices
can lead to short-term and long-term
optimal health.

BUSINESS FOCUSED
This IBO segment is interested in sponsoring
and retailing product in order to achieve their
personal and financial objectives by actively
engaging in the business.

Critical messaging:
Emphasize product effectiveness, wide range
of products, personalized approach to wellness,
commitment to quality through the best of
nature (organic farming methods, NutriCert
program) and the best of science associations,
certifications, patents, the Nutrilite Health
Institute (NHI) and the NHI Scientific Advisory
Board. Build recruiting stories around
NUTRILITE brand successes and highlight
how people have successfully applied a
personalized, proactive approach to reaching
optimal health.

LEADER
This IBO segment is focused on motivating their
groups to achieve and maintain top performance
and qualification status.

Critical messaging:
Increase awareness of the NUTRILITE brand as
the worlds leading brand of vitamin, mineral and
dietary supplements and of NUTRILITE as the
only global vitamin and mineral brand to grow,
harvest and process plants on their own certified
organic farms. Leverage the Nutrilite Health
Institute (NHI) as a worldwide collaboration of
experts dedicated to helping people achieve
optimal health through research, education and
practical personalized solutions. Encourage
utilization of the NHI Center for Optimal Health,
where these elements come together in a
personal, interactive and inspirational experience
focused on health, good nutrition and the
NUTRILITE brand.

39

THE NUTRILITE BRAND PORTFOLIO

The reason we offer so many individual products is because there are so many individuals.
Optimal health is a personal quest: a quest based on individual predispositions, habits and the
personal choices necessary to live life as healthfully as possible. A quest for people who want to
love life, not just live it.
The NUTRILITE brand is all about a personalized approach to optimal health. Thats why we
offer such a wide array of products, programs and customized ways to complement a balanced
diet and a balanced lifestyle with supplementation, weight management and other healthy
lifestyle tools. So each person can find his or her personal path to optimal health.

40

43

NUTRILITE ESSENTIALS POSITIONING:

A wide variety of high-value, effective vitamin, mineral, micronutrient and
phytonutrient products.
The Essentials customer
Understands and believes in the value of a premium nutritional supplement for
long-term health benefits.
Wants to lead a healthy life, but doesnt always take the time for a well-balanced diet.
Appreciates the natural goodness of NUTRILITE products.
Is not opposed to paying for high-quality ingredients and nutritional convenience.
Has a high degree of trust in and loyalty to the NUTRILITE brand.
Key Essentials messages
Foundational nutrition
Health benefits short and long term
Nutrition insurance
Extend the zone of wellness
NUTRILITE Essentials product and marketing strategy
The Essentials category offers foundation products that deliver macronutrient and
micronutrient supplementation.
Category includes DOUBLE X, TRIPLE X and NUTRILITE Daily, which are multivitamin/
multimineral products.
Category also includes Protein Powders, Single-Entity Vitamins (B, C, and E), Minerals
(Calcium, Iron), Fibers, and Phytonutrients (Concentrated Fruits and Vegetables Supplements,
Concentrated Fruits and Vegetables Bars).
Future marketing strategies for the Essentials category include:
o Global expansion of DOUBLE X and TRIPLE X multivitamin/multimineral in more
than 47 markets
o Expand phytonutrient leadership position
o Reformulate maintain a vibrant, differentiated line of nutrition products
o Adapt Essentials to personalization (targeted messaging, product bundles)
o Explore new products and delivery systems gels, liquids, quick melts
o Continued development of expanded multimedia communication and education
For more information on these categories, please contact Global Brand Management.

44

NUTRILITE HEALTHY AGING POSITIONING:

Products that support consumer wellness needs associated with
the aging process.
The Healthy Aging customer
Wants to maintain a healthy, active lifestyle even in middle age and beyond.
Enjoys the emotional maturity that comes with age.
Does not want to be restricted by physical limitations normally associated with
aging (body aches, changing eyesight, memory lapses and other health risks).
Wants to extend wellness, physical comfort and youthful vibrancy from middle
age into the golden years.
Key Healthy Aging messages
Active Aging
Enhancing quality of life as people age
Offering products that are experiential in nature
Appropriate delivery formats and dosing
Safe and effective
NUTRILITE Healthy Aging products and marketing strategy
Healthy Aging products offer support in maintaining healthy lifestyles.
Products in the Healthy Aging category include Eye Health, Joint Health,
Vitality/Mens Health, Antioxidants and Brain Health.
Heart Health is also included in the category and may also belong in
other categories.
Future marketing strategies for the Healthy Aging category include:
o Determine if advancements in technology and science support
current formula revisions
o Offering a more personalized experience with Healthy Aging
supplements available in Customized Packets
o Developing new products (especially geared to Brain Health)
through new ingredients and technologies supported by the
Nutrilite Health Institute Scientific Advisory Board
o Identifying key opportunity areas for future development through
consumer needs analysis
For more information on these categories, please contact Global Brand Management.

45

NUTRILITE IMMUNITY POSITIONING:

Products designed to support a healthy immune system.

The Immunity customer
Is not limited by gender or age.
Is interested in maintaining a healthy immune system.
Wants to maintain a healthy, active lifestyle despite exposure to environmental
elements that may pose a challenge to the immune system.
Key Immunity messages
Safe and effective
Feel the difference
Natural alternative
Daily support products
NUTRILITE Immunity products and marketing strategy
Immunity products include the family of Echinacea products, CLEARGUARD for
nasal challenges and a probiotics product for immune support.
Future marketing strategies for the Immunity category include:
o Global rollout of CLEARGUARD
o A more personalized experience with Immunity supplements available in
Customized Packets
o Probiotic product targeted specifically for immune support
o Development of new products in this category, through new ingredients and technologies supported by the Nutrilite Health Institute Scientific Advisory Board
o Research and identification of additional products within the Nutrilite portfolio
that support immune health
For more information on these categories, please contact Global Brand Management.

46

NUTRILITE NUTRIGENOMIC POSITIONING:

Exclusive products formulated to meet the unique nutritional needs of men

and women who have a genetic risk of certain health-related conditions.
The Nutrigenomics customer
Has a genetic predisposition that may require additional nutrient support.
Believes that knowledge enables him or her to do more about nutrition wellness.
Is proactive about health concerns.
Is interested in genetics and how genetics can influence predisposition to certain
health-related conditions.
Is open to considering new approaches. May have a family history of poor health
or nutrition.
Believes in the benefits of using dietary supplements to help maintain wellness.
Key Nutrigenomics messages
Exclusive supplements formulated to meet the needs of people who have a genetic
risk to certain health-related conditions
Improves nutritional health
Safe and effective
NUTRILITE Nutrigenomics products and marketing strategy
The flagship product in this category is the IL1 Heart Health supplement. This
exclusive supplement targets genetically linked heart health function.
Use of the IL1 Heart Health supplement is the result of a customer taking the
GENSONA Heart Health Genetic Test.
Future marketing strategies for the Nutrigenomic category include:
o Global rollout of Nutrigenomic supplements
o Expanding the spectrum of supplements based on specific genotypes in other
key areas of global health concerns
For more information on these categories, please contact Global Brand Management.

47

NUTRILITE WOMENS POSITIONING:

Products designed to support a womans unique nutritional and

beauty needs.
The Womens customer
Interested in both health and beauty.
Stays focused on maintaining a healthy body and youthful appearance.
Interested in natural products to help manage her specific health needs through the
various life stages.
Increasingly looking for nutritional solutions offering beauty benefits including
anti-aging and skin health.
Wants convenient and eye-catching packaging which includes both good design
and portability.
Key Womens messages
Feel your best, look your best
Natural health benefit
Effective to health and beauty needs
NUTRILITE Womens products and marketing strategy
Products in the Womens category include functional needs products such as
Primrose Plus, Black Cohosh and Soy and Iron Folic; and beauty-focused products
such as NUTRILITE Hair Skin and Nails and Beauty Shot.
Future marketing strategies for the Womens category include:
o A more convenient approach to packaging including packets and
alternate deliveries
o Investigating product improvements and new wellness supplements addressing
womens specific heath needs as well as new beauty supplements to complement
their skin care regimen
o Unique opportunity to cross-promote NUTRILITE and ARTISTRY brands
For more information on these categories, please contact Global Brand Management.

48

NUTRILITE CHILDRENS POSITIONING:

Core nutrition products and special-needs supplements that appeal

to busy parents trying to meet the nutritional needs of their children.
The Childrens customer
Looks for convenient ways to support their childrens
happy, healthy lives.
Looks for products labeled natural.
Views dietary supplementation positively; sees healthy
snacks as good alternatives to less nutritious products.
Places high value on flavor will not purchase products
their children wont eat.
Product appeal for target user (ages 2 - 15) depends on factors
such as good taste, visual impact, collectibles, the surprise
factor, and whether the product is new and different.
Key Childrens messages
The NUTRILITE brand you trust, the products your kids will love
Great taste, purity and safety
High-quality ingredients
Fills the gaps in a childs nutritional needs
NUTRILITE Childrens products and marketing strategy
This category includes Multivitamin/Multimineral Chewables,
Chewable Calcium, Natural C Chewables, Chewable Iron and
BRAINIUMS DHA (GUMMY OMEGA).
Future products being considered will focus on Core Nutrition
(vitamins, minerals and macronutrients needed daily), Special
Needs (immune support) and Healthy Snacks (drinks and foods).
Future marketing strategies for the Childrens category include:
o Updating existing formulas and improving flavors
o Developing additional new, fun and child-friendly products
For more information on these categories, please contact Global Brand Management.

49

NUTRILITE WEIGHT MANAGEMENT POSITIONING:

Supplements designed to combat the challenges associated with achieving

and maintaining a healthy weight.
The Weight Supplement customer
Is predominantly female and has typically struggled with weight loss over the years.
Is focused on improving appearance and feeling more attractive and energetic.
Is not fully committed to changing dietary habits or physical activity to lose weight.
Has used fad diets and unbalanced eating habits to lose weight, despite potential
health risks.
Is looking for an assist to make the weight loss process easier.
Is challenged by low energy/fatigue, hunger, cravings, weight-loss plateaus, and
rebound weight gain.
Key Weight Supplement messages
Natural alternative
Safe and effective
For use within the context of a weight management program that promotes a
healthy diet and regular physical activity
NUTRILITE Weight Supplement products and marketing strategy
Products in this category include Carb Blocker 2 or CalorieJust, CLA 500 or
PowerFit, HCA Plus or Diet Supplement, PowerBlock, and ChromPic Extra
or Glucose Health.
Investigate new ingredients aimed at combating the challenges associated with
weight loss.
Ensure high integrity and safety.
For more information on these categories, please contact Global Brand Management.

50

NUTRILITE SPORTS POSITIONING:

Products designed to meet the specic needs of tness-oriented consumers.

The Sports customer
Can be an Independent Business Owner, a fitness consumer or an elite athlete.
Desires products that are a safe haven safe and effective.
Values health, integrity and ability to improve productivity.
Tends to be the younger, product-oriented Independent Business Owner who
aspires to connect to the youthful lifestyle of the sports world.
Enjoys these products as an exciting, low-cost entry into the Amway/Quixtar
business, often leading to involvement in the broader NUTRILITE product line.
Key Sports messages
Aspire to be your best
Safe haven safe and effective
Scientifically-proven safety
Research-backed effectiveness
NUTRILITE Sports products and marketing strategy
Global growth for the Sports category will be developed under the NUTRILITE brand.
The Sports product line of the future will be developed around four areas:
Core Nutrition, Pre-Workout, During Workout and Post Workout.
Future marketing strategies for the Sports category include:
o Leveraging existing products with a sports positioning to facilitate global
category rollout
o Investigating new portable, convenience-driven, single-serving packaging
concepts, such as stick-pack drink crystals and/or ready-to-drink energy shots
o Securing appropriate category endorsers
o More product-specific education and training, especially of NUTRILITE brand
attributes relevant for the Sports category
RECOMMENDED READING: For current information on specific Nutrilite athletes, visit
the Best of People section on nutrilite.com.
For more information on these categories, please contact Global Brand Management.

51

HEALTH AND WELLNESS POSITIONING:

Products that support the NUTRILITE brand, and provide a personalized

approach to health and wellness.

The Health and Wellness customer

Understands the importance of a healthy lifestyle.
Uses NUTRILITE products on a regular basis.
Is concerned about air and water quality in their home community.
Enjoys cooking healthy meals for the whole family.
Is proactive about their health, interested in genetics, and believes that knowledge will
enable them to do more about their overall wellness.
Key Health and Wellness positioning
TRIM ADVANTAGE/POSITRIM Weight Management products:
o A balanced approach to a balanced diet
o Science-based nutrition, developed to the standards of the Nutrilite Health Institute
o Safe and effective weight loss based on calorie-controlled foods and beverages
GENSONA Genetic Tests:
o Know more. Do more.
o Exclusive, patented test based on state-of-the-art science
o Simple to use; backed by the latest medical research
ICOOK and AMWAY QUEEN Cookware:
o Keep what the garden gives you
o Cook healthier. Live better.
ATMOSPHERE Air Purifier:
o Pure air. Pure brilliance.
o Protect your family by protecting the air they breathe
ESPRING Water Purifier:
o Life springs from eSpring
o In-home water treatment system with a patented carbon block filter

52

Health and Wellness products and marketing strategy

Products in this category include the GENSONA Heart Health
Genetic Test and GENSONA General Nutrition Genetic Test,
ICOOK/AMWAY QUEEN Cookware, ATMOSPHERE Air Purifier,
and ESPRING Water Purifier.
Future marketing strategies for the Health and Wellness
category include:
o Global rollout of the GENSONA Genetic Tests
o Defining a personalized path to optimal health through
all the Health and Wellness products
For more information on these categories, please contact Global
Brand Management.

53

STAYING ON BRAND
Consistency and continuity are essential ingredients to creating and owning an
easily recognizable, high-impact identity for the NUTRILITE brand.

Become familiar with the guidelines, standards and suggestions in this guide to help you develop
creative that makes every advertisement, every promotion and every personal communication an
effective brand-building encounter.
Better still, memorize the most important guidelines and keep the brand guide within easy reach to
insure youre always up-to-date and always on brand.
And, of course, whenever you work with a creative agency, be sure they utilize this entire guide to
find the right words, themes, key messages and images that convey the promise and personality
of the NUTRILITE brand.

54

55

THE NUTRILITE BRAND IDENTITY

Creating a consistent, compelling message to business owners, current consumers and prospective
customers around the world is the goal of this brand guide. Whenever you promote the NUTRILITE
brand or work with a creative agency, be sure to utilize this entire guide to find the photography,
fonts, colors, messaging, tone, look and language that best convey the NUTRILITE brand personality.

THE NUTRILITE BRAND PROMISE

The NUTRILITE brand promise is best summarized in this equation: The Best of Nature + The
Best of Science = The Best of You. In this equation is the powerful promise that assures our
customers they can rely on the natural integrity of our products; the scientific potency of our
products; and the rewards of a healthier, better balanced, lifestyle that comes with our products.
At the same time, they can rely on the power and promise of the NUTRILITE brand to help them
reach a healthier, better balanced, more rewarding and more successful business life.

THE NUTRILITE BRAND PERSONA

The creative expression of a brand is that brands personality. The NUTRILITE brand personality
is grounded in the inherent goodness of nature but constantly evolving and improving through the
brilliance of science. It is trustworthy, time-tested, anchored in family values, caring, nurturing and
supportive, fun, fit, and packed full of enough energy to make it obvious to anyone who comes in
contact with the NUTRILITE brand that it is a brand for people who dont just want to live life,
they want to love life.

THE NUTRILITE BRAND NETWORK

When you develop advertising, communication and marketing materials for the NUTRILITE brand
be sure to remind people that theres only one place they can get the worlds leading brand of
vitamin, mineral and dietary supplements: From the millions of Amway/Quixtar Independent
Business Owners who not only sell them, they take them, and swear by them.

56

57

ADVERTISING & PROMOTIONS

Creative options give you the opportunity to choose between brand image
ads; product-focused ads; business-building ads; and a variety of other
advertising, retailing and promotion materials that help you keep the
NUTRILITE brand on message.

58

IF YOU TAKE THE TIME TO LISTEN,

NATURE WILL TELL YOU
EVERYTHING YOU NEED TO KNOW.
The phytonutrients found in nature are key ingredients in neutralizing free radical damage, strengthening the immune system, and to reaching and maintaining optimal health. Its no coincidence those
same phytonutrients are the key ingredients in NUTRILITE vitamin, mineral and dietary supplements.

Available only through Amway/Quixtar Independent Business Owners.

PRODUCT AD
The focus of this ad is to show the harmonic
convergence in which the nutritional bounty
of nature comes together through science
to deliver the power, potential and promise
in every NUTRILITE vitamin, mineral and
dietary supplement.

THE REASON WE OFFER

SO MANY INDIVIDUAL PRODUCTS
IS BECAUSE THERE ARE SO MANY
INDIVIDUALS.
Maybe the fact that we understand the individual needs of so many individuals is the reason
for the fact NUTRILITE is the worlds leading brand of vitamin, mineral and dietary supplements.*

Available only through Amway/Quixtar Independent Business Owners. *Based on 2006 sales.

PRODUCT-FOCUSED AD
The focus of this ad is to show the range
of products, the power of personalization
and how the combination of those two
elements have made the NUTRILITE brand
the worlds leading brand of vitamin, mineral
and dietary supplements.*

THE ANSWERS TO OPTIMAL HEALTH:

FOUND IN NATURE.
FOUNDED IN SCIENCE.
Nature and science. Science and nature. Perfectly integrated.
Thats the genius of the NUTRILITE brand. And the reason Nutrilite
is the key ingredient in so many peoples plan to reaching their optimal health.

Available only through Amway/Quixtar Independent Business Owners.

PRODUCT-FOCUSED AD
This ad shows the results of what happens
when The Best of Nature and The Best of
Science come together.

*Based on 2006 sales

59

BRAND IMAGE ADS

The objective of these ads is to convey the
powerful proof of The Best of Nature and
The Best of Science that go into NUTRILITE
products and to tie that evidence both
visually and verbally to the ultimate benefit
of the NUTRILITE brand: Optimal Health.

Present

INGREDIENTS ARENT
THE ONLY THING
WERE GROWING.

1958

Our ongoing commitment to science, research and the

development of new technologies, formulations, processes
and products has resulted in numerous patents.
Just one more reason NUTRILITE has grown
to become the worlds leading global brand
of vitamin, mineral and dietary supplements.*

Our first patent.

Today we hold over 150 patents and were still going and still growing strong.

Available only through Amway/Quixtar Independent Business Owners. *Based on 2006 sales.

PROTECTED FROM
SEED TO SERVING, NATURALLY,
FOR THE BEST OF YOU.
That may explain why Nutrilite vitamin
and mineral brand has led so many
people to optimal health.
RESEARCH
NUTRILITE scientists continuously search for new concentrates
and innovative formulations to provide ground-breaking
products that perform.
GROW
Nutrilite certified organic farms control thousands of acres where plants are
grown and harvested using sustainable, synthetic-pesticide-free methods.
REFINE
Nutrilite processes plants within hours of harvest
to capture and lock in nutrients.
PRODUCE
Nutrilite production occurs at the source to maintain control
and ensure that every vitamin and supplement meets precise
standards for quality, safety and efficacy.
PACKAGE
Nutrilite packages and ships products immediately
after production to ensure absolute freshness.

Available only through Amway/Quixtar Independent Business Owners.

60

THE DIFFERENCE BETWEEN

LIVING LIFE AND LOVING LIFE.
Maybe thats why NUTRILITE is the worlds leading brand of vitamin, mineral and dietary supplement.*

Available only through Amway/Quixtar Independent Business Owners. *Based on 2006 sales.

THE MOST POWERFUL STATEMENTS

ABOUT THE NUTRILITE BRAND
ARE WALKING, RUNNING,
SMILING AND STRUTTING
DOWN THE STREET EVERY DAY.
Everyone who uses NUTRILITE vitamin, mineral and dietary supplements is a walking, talking testimonial
for the brand. So the next time you see someone strutting down the street talking about NUTRILITE,
you may want to follow. It could be your first step down the path toward optimal health.

Available only through Amway/Quixtar Independent Business Owners.

BRAND IMAGE ADS

These two image-building ads bring the key
message of the NUTRILITE brand to life by
visually and verbally connecting the superiority
of the product with its superior consumer benefit.

61

ARTICLES, BROCHURES
AND OTHER MARKETING ELEMENTS
These examples illustrate how to stay on brand
in the development and delivery of other promotional materials.

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nihilin te, con huium horsu
consultus cae et; noveri

ARTICLE HEAD HERE

Soltur, etidius Catiliam non nihilin te, con huium
horsu consultus cae et; noveri etidius. Catiliam
non nihilin te, con huium mantertemus horsu.
Opiorunum maxim dius? Bem
orum pors fate, nostra re contis
fur audes int? Quonius est re mo
ium hos, et veresto atquem prarbis soliisque ferit, se am te atquidicatum publibenam missentem tus
facio, neri in verfena, none comninvo, facchuc ernum, quam pulos
bononsimus satanulum clarionvem
ne aucer porum Romnihi lincum
fauctum tatenat ratiliciem, que aut
proximoverus ortiam Romnonsulto
consilia? quiu se, co pubis ferceportum nihi, con sci se halica anum
it publina Sp. Fuitandac ium iam
nostam egerio, verio Cupernium
inum quit. Vas bon habesimmo intereorem alemneque manunterente
te curnum, conique conloc, se, o
audeessimus cavo, nenam la me
audam auctussultod sul viri in diente curnihilin Itabus, cla diem ina
L. Ox novem nocaesta, quam sentiam in dinventemum fessolt orteri

sultortu enat, Catilis sulocuperem

etodiem et popubli cidisu moviderit. Quamponicae nos periptervid iam habut re egillesimus rei
seri, qui pribunum nit; nitatumeniur
auctuam ine mors mus, inum unte,
nihil cultui spere acepses! Merita
potiam inarisse diis labervid cur
andam ses effrem diemni pulicitia
nost vas num nena, ni se considem
fuerim ne queri, visuperfex nors ad
in hebemove, con dem vivitisque
factu se imus auc rec re, quam
nonemeris consunis? Venteature
patiquodi praela intus cae rei in
publicisse intum prae rem, quamdit. Etro, tum tusquam habenatus id ium dius nemus horbit, sul
tem dientius et firmiu mant iu me
vocurnit? Ibus me prae ne abest
ausquam nium aperox susper aut
publici defachina publis oc, quius
pere teris Ad nos me atimur. Haberem plicauce con ditis, quam et

Opiorunum maxim dius? Bem

orum pors fate, nostra re contis
fur audes int? Quonius est re mo
ium hos, et veresto atquem prarbis soliisque ferit, se am te atquidicatum publibenam missentem tus
facio, neri in verfena, none comninvo, facchuc ernum, quam pulos
bononsimus satanulum clarionvem
ne aucer porum Romnihi lincum

publius, nordio,Ibemedios aucitrus

destertem es At avemner qui iam
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pra, con visseni pri perei sultus, se
temod cus nonfend ampescitatam
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dessi pestiquodit perum Romnequ
ernimmoerum endiemn ervidefecum es, cri pubis fuis? Patussestiae capertil hebus
atum inatum, que
es huit eludem
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tro, ut quos atrae
mus. movemei se
acienihi, il consu quem facenique
fauctum tatenat ratiliciem, que aut
facipio cultora? qua dienaterunc viproximoverus ortiam Romnontiocu picepsenius, Cupienius consulto consilia? quiu se, co pubis
sus fui invocas portum ia? Namferceportum nihi, con sci se halica
pro in sunte ne publius cessilium
anum it publina Sp. Fuitandac ium
nota ressenatu movirta ius constiu
iam nostam egerio, verio Cuperniculesim pliempo rteses destrum
um inum quit. Vas bon habesimmo
hilicae anum hoculiam terum no.
intereorem alemneqnarisse diis
Martum opopoer unte publium se
labervid cur andam ses effrem diauco uteritasdam satum
e manunterente te curnum, conique con- ta L. Aginator larbis, eteloc, se, o audeessimus cavo, nenam la mus, ala res con vivemusa orum quam us hos
me audam auctussultod sul viri in diente menduct ustriu sis con
curnihilin Itabus, cla diem ina L. Ox novem vena num et gra, ocutesse publique const?
nocaesta, quam sentiam in dinventemum Med se es sul hoccipt
fessolt orteri sultortu enat, Catilis sulocu- erorei ius ad culost? que
perem etodiem et popubli cidisu moviderit. nossidem iam.

Soltur, etidius Catiliam non nihilin te, con huium

horsu consultus cae et; noveri etidius. Catiliam

emni pulicitia nost vas num nena,

ni se considem fuerim ne queri, visuperfex nors ad in hebemove, con
dem vivitisque factu se imus auc
rec re, quam nonemeris consunis?
Venteature patiquodi praela intus
cae rei in publicisse intum prae
rem, quamdit. Etro, tum tusquam
habenatus id ium dius nemus horbit, sul tem dientius et firmiu mant
iu me vocurnit? Ibus me prae ne
abest ausquam nium aperox susper aut publici defachina publis
oc, quius pere teris Ad nos me
atimur. Haberem plicauce con ditis, quam et nost vivit, non tum

62

Rarem oc re, que norem

haet virmaximum occi furs opubli
castort imortus. Quam senihilne
fauc firmaxim postret L. Ultus,
quere crestum nos, culabit audam
is C. Missulinam adduc vivatiemus
hor quam ine detordiur iam unclego
viciac vernitium vitis iae, sendum o
et pro is patum int? Dete concultus
reis nem in se nessimus ad pere
tum nonsimantiam tim pubi conloculium que conste condum iam
opublibus conc ret? Avoc viditam.
Senam Romner ia comnirm ihilisse ponvo, obus sentrum audactu
rnulvium seniurnit.

Opiorunum maxim dius? Bem

orum pors fate, nostra re contis
fur audes int? Quonius est re mo
ium hos, et veresto atquem prarbis soliisque ferit, se am te atquidicatum publibenam missentem tus
facio, neri in verfena, none comninvo, facchuc ernum, quam pulos
bononsimus satanulum clarionvem
ne aucer porum Romnihi lincum
fauctum tatenat ratiliciem, que aut
proximoverus ortiam
Romnonsulto consilia? quiu se, co
pubis ferceportum nihi, con sci se
halica anum it publina Sp. Fuitandac ium iam nostam egerio, verio Cupernium inum quit. Vas bon
habesimmo intereorem alemnequ
e manunterente te curnum, conique
conloc, se, o audeessimus cavo,
nenam la me audam auctussultod
sul viri in diente curnihilin Itabus,
cla diem ina L. Ox novem nocaesta, quam sentiam in dinventemum
fessolt orteri sultortu enat, Catilis
sulocuperem etodiem et popubli
cidisu moviderit. Quamponicae

nos periptervid iam habut re egillesimus rei seri, qui pribunum nit;
nitatumeniur auctuam ine mors
mus, inum unte, nihil cultui spere
acepses! Merita potiam i
narisse diis labervid cur andam
ses effrem diemni pulicitia nost vas
num nena, ni se considem fuerim
ne queri,
v i s u perfex
nors ad
in hebemove,
c o n
dem vivitisque factu se imus auc rec re,
quam nonemeris consunis? Venteature patiquodi praela intus cae
rei in publicisse intum prae rem,
quamdit. Etro, tum tusquam habenatus id ium dius nemus horbit, sul tem dientius et firmiu mant
iu me vocurnit? Ibus me prae ne
abest ausquam nium aperox susper aut publici

Soltur, etidius Catiliam non

nihilin te, con huium horsu
consultus cae et; noveri

PER SUSCIDUNT NONSENIS ADIT, SEQUI DOLUPTAT IRIT.

Soltur, etidius Catiliam non nihilin te, con
huium horsu consultus cae et; noveri

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magna conulla commy nostrud ting ea giam esectem
aut adit vel dolore tat.

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sim volutpat dolore etue magnim zzriliquam iril ullam, commoloreet iusci
bla conum nit inissim am dignim eum
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magna feuisl iure dunt wis digna feu

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feuismod magna feuiscip ea con ute
con ute erostrud dolorperit ute exerilit niam vullut num quamcon sequam,
cor sum lore feu feum quat, si blaor

63

BRAND COMMUNICATION GUIDELINES

Ownership of global brand positioning resides
with Global Sales and Marketing. GSM has
established the following guidelines for brand
image and product message. To ensure global
consistency, it is everyones responsibility to
follow these guidelines when creating
NUTRILITE brand communications.

Logos
Both NUTRILITE and NUTRIWAY are registered trademarks of Alticor. This brand guide refers
only to the NUTRILITE trademark (or brand), but for those markets that do not use this name, all
content of the brand guide is equally applicable to the NUTRIWAY trademark (or brand).
The NUTRILITE brand logo and the word NUTRILITE must not be altered in any way.
Your best resource for the NUTRILITE logo and NUTRILITE product logos is BrandNext.
There is no need to recreate these logos yourself if you use the resources available on
BrandNext.
Labels
To accommodate the many different global regions where NUTRILITE products are sold,
label graphics are customized to reflect local formulas, regional customs and tastes, and
regulatory guidelines.
NUTRILITE logo guidelines
The distinctive NUTRILITE logo features the word NUTRILITE anchored by the leaf logo in box
and the tagline Best of Nature. Best of Science.
Allow a minimum of space around all sides of the logo see illustration at right.
Approved Pantone colors are PMS 357 dark green and PMS 376 light green.
CMYK match:
o Dark green = C:88, M:36, Y:97, K:27
o Light green = C:55, M:4, Y:96, K:0
RGB match:
o Dark green = R:22, G:70, B:19
o Light green = R:116, G:183, B:27
One color logo:
o 100% black and 43% black OR
o 100% and 43% of darkest available color
White logo - reversed through:
o 100% black and 43% black OR
o 100% and 43% of darkest available color

64

X
X
X
X

NUTRILITE logo - clear space

Always allow a minimum of white space
around all sides of the logo equal to no less
than X. X = the height of the letter N.

NUTRILITE logo - two color

Two-color is the preferred brand mark.
Always use PMS 357 and PMS 376 or their
designated match.

NUTRILITE logo - one color

When two-color is not an option,
reproduce the logo in one color.
(100% black and 43% black, or 100%
and 43% of darkest available color.)

Do not attempt to recreate this logo. Your

best resource for this and other logos is
always BrandNext.

65

NUTRILITE logo - horizontal

Use this logo as an acceptable alternate
to the logos featured on page 63.

66

NUTRILITE logo - two color on black

Always use PMS 357 and PMS 376 or their
designated match. Use PMS 376 for word
mark and tagline on black.

NUTRILITE logo - one color on black

When two-color is not an option, reproduce
the logo in one color. (100% white and
43% white.)

NUTRILITE Health Institute logo

Reproduce this logo in 100% Black and
PMS 357 or appropriate match. This trademark
is used in countries where the NUTRILITE
trademark is unavailable.

NUTRILITE Health Institute

Center for Optimal Health logo
Do not attempt to recreate this or any other logo.
Your best resource for this and other logos is
always BrandNext. (Center for Optimal Health
cannot be used without Nutrilite Health Institute.)

NUTRIWAY logo
This logo is for use in Australia, Denmark,
Finland, New Zealand, Norway, Sweden
and Turkey only.

67

NUTRILITE BRAND ICONS

A consistent brand message will strengthen

our already powerful brand. We encourage
all afliates to use the NUTRILITE icons when
communicating messages about the
NUTRILITE brand.
These are the specifics of what each icon
represents, when to use it and how the icons
are already being used.
GENERAL NUTRILITE BRAND

FARMS
Usage:
Sustainable Farming System
Organic Farming
Community
NutriCert Farm Certificate Program

68

SCIENCE
Usage:
Clinical Trials
Bioassays
Conferences
Publications
Associations
Patents

EDUCATION & TRAINING

Usage:
Nutrilite Experiences
Education Programs
Health Assessments
Tours
Special Events

GLOBAL REACH
Usage:
Scientific Advisory Board (SAB)
Nutrilite Health Institute Scientists
Nutrilite Experience Team
Dr. Sam Rehnborg
C.F. Rehnborg Legacy
Brand Ambassadors

NATURE + SCIENCE ICONS

These icons were created to give a simple graphic expression
of the tagline THE BEST OF NATURE + THE BEST
OF SCIENCE. When used with lifestyle photography
they create a visual representation of the NUTRILITE
brand essence.

LEMON + BEAKER

COCONUT + PETRI DISH

SPINACH + BEAKER

GRASS + TEST TUBES

69

BRAND COMMUNICATION GUIDELINES

All NUTRILITE brand guide assets
are available on BrandNext.

Legal
Alticor is the legal owner of trademark registrations covering the NUTRILITE brand and our
various product brands. Preserving Alticor trademarks for the future requires that we use them
with care. Improper use of a trademark can destroy it.
As the trademark owner, Alticor has invested millions of dollars building and maintaining its
valuable brands. It has a paramount interest in enhancing the value of the brands through proper
trademark use and enforcement.
These guidelines were developed to give you a reference point ensuring that our valuable
brands are used correctly, from both a corporate identity and a legal standpoint. In addition,
review procedures have been set up to make certain each and every piece of written materials
seen by Independent Business Owners or the public has been reviewed for legal, regulatory,
and brand compliance.
In particular, product claims permitted may vary among markets. You are responsible not only for
following the rules set out in this guide, but also for ensuring the materials you create have been
reviewed by the appropriate corporate and affiliate personnel according to the pre-established
corporate procedures.
Trademark and registration
Alticor is the legal owner of trademark registrations regarding the NUTRILITE brand and its
subsequent product brands. The logo must always appear in the correct color and font.
In the U.S., Canada, and China only, use the registered trademark symbol after the
word NUTRILITE.
In Australia, New Zealand, and Turkey only, use the registered trademark symbol after
the word NUTRIWAY.
In all other markets, use the registered trademark symbol after the word NUTRILITE
or NUTRIWAY, depending on which brand is used.

70

COLOR & TYPE

To help ensure that every NUTRILITE
brand communication is consistent; easily
and instantly recognizable; and imprinted
with the look, feel and focus of the
NUTRILITE brand, follow these guidelines
when creating any ads, PowerPoint,
posters, presentations or communications
of any kind.
PowerPoint is a registered trademark of Microsoft Corporation.

Color Palette
The following color palette has been established for the NUTRILITE and NUTRIWAY brands.
Pantone 357
C:88, M:36, Y:97, K:27

Pantone 376
C:55, M:4, Y:96, K:0

Black

White

Pantone 355
C:85, M:0, Y:100, K:0

Typeface
Please use the following typefaces when creating communications.
Mrs. Eaves Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()
Helvetica Neue Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()
Helvetica Neue Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*()
Copy
The copy for all communication materials should reflect the brand personality and focus on the
key features and the all-important benefit of achieving optimal health.
Photography
If you use your own photography in any materials, stay true to the style and content set forth in
this brand guide for the NUTRILITE brand.
Models
Models should be healthy, happy and wholesome, ethnically geared to your specific market,
and appropriately aged for the featured products.

71

GALLERY OF BRAND IMAGES

Visit BrandNext for additional photography of the farms, NUTRILITE ingredients, Nutrilite-sponsored athletes,
childrens and weight management lifestyle, and the Nutrilite Health Institute or NHI Center for Optimal Health.

72

73

GLOSSARY OF TERMS
ALPHA-LIPOIC ACID
This antioxidant helps maintain normal nerve
function and is naturally produced in the body.
ANTIOXIDANT
A compound that neutralizes free radicals or
prevents free radical initiated chemical reactions.
B VITAMINS
Compounds that provide dietary support for
the normal metabolism of carbohydrates, fats
and proteins.
BETA-CAROTENE
Antioxidant phytonutrient that can be converted
into vitamin A.
BIOAVAILABILITY
The extent to which an ingested nutrient is
absorbed and utilized for its specific functions.
BIOASSAY
Measures the initial effects of an ingredient at
the cellular, sub-cellular and genetic level using
living cells.
BIOFLAVONOIDS
Antioxidant compounds found as pigments in
numerous fruits and vegetables.
CARBOHYDRATE
A compound containing carbon, hydrogen and
oxygen atoms; most are known as sugars,
starches and dietary fibers.

CERTIFIED ORGANIC
A certification process for producers of organic
agricultural products. Requirements for certification involve meeting a set of production standards
for growing, storing, processing, packaging and
shipping that include avoidance of synthetic
chemical inputs, use of farmland that has been
free from chemicals for a number of years, keeping
detailed written production and sales records,
and undergoing periodic on-site inspections.
CHROMATOGRAPHY
Any of various techniques for the separation of
complex mixtures that rely on the differential
affinities of substances for a gas or liquid mobile
medium and for a stationary adsorbing medium
through which they pass.
CHROMIUM
A trace mineral that provides dietary support from
the normal metabolism of glucose.
CLINICAL TRIAL/EVALUATION
Involves the evaluation of the function of plant
concentrates and product prototypes in volunteers
in a carefully controlled setting and under the
supervision of medical health care professionals.
CAROTENOIDS
Antioxidant phytonutrients including beta-carotene,
lutein, alpha-carotene and lycopene.
COENZYME Q10
An antioxidant that provides cardiovascular and
cellular benefits.
DIETARY INDOLES
A phytonutrient and enzyme inducer derived from
cruciferous vegetables such as broccoli, cabbage
and cauliflower.

74

EPA
United States Environmental Protection Agency.
ETHNOBOTANY
The plant lore and agricultural customs of a people
or peoples.
FLAVONOIDS
Flavonoids are compounds found in plants fulfilling
many functions, including producing yellow or red/
blue pigmentation in flowers and protection from
attack by microbes and insects. There is strong
experimental evidence of their inherent ability to
modify the bodys reaction to allergens, viruses,
and carcinogens. In addition, flavonoids act as
powerful antioxidants, protecting against oxidative
and free radical damage.
Consumers and food manufacturers have become
interested in flavonoids for their medicinal properties, especially their potential role in the prevention
of cancers and cardiovascular disease. The beneficial effects of fruit, vegetables, and tea or even red
wine have been attributed to flavonoid compounds
rather than to known nutrients and vitamins.
FOLIC ACID
Provides dietary support for normal DNA synthesis
and the development of red blood cells.
FREE RADICALS
Unstable molecules in the body that seek, attack
and damage neighboring molecules, creating a
continuing chain reaction of free radical formation
and molecular damage. This chain reaction can
lead to extensive damage of cell membranes, DNA
and tissue proteins.
GLUCOSAMINE
A naturally occurring dietary amino sugar that
acts as a building block to support the formation
and maintenance of joint cartilage and other
connective tissues.

L-THEANINE
L-theanine is an amino acid that is found naturally
in green tea leaves and known to enhance the
production of alpha brain waves, which help calm
the mind and improve mental clarity.
LUTEIN
A carotenoid found in fruits and vegetables, it
functions as an antioxidant.
LYCOPENE
A carotenoid found in tomatoes and watermelon
that functions as an antioxidant.
MACRONUTRIENT
Macronutrients are essential for good health and
assist in breaking down carbohydrates and fats,
which provide energy to the body. They also assist
in the absorption of protein which provides the
building blocks necessary for cell growth.
MELATONIN
A naturally occurring hormone in the body that
when supplemented provides dietary support for
normal restful sleep.
MICRONUTRIENT
A substance, such as a vitamin or mineral, that is
essential in minute amounts for the proper growth
and metabolism of a living organism.
MINERALS
Essential micronutrients that are required in the diet.
They function as cofactors in many reactions and
help form intrinsic antioxidants in the human body.
NUTRICERT
The NutriCert farm certification program ensures
that all farms supplying botanical materials to
Nutrilite adhere to our own farming philosophy,
which is guided by sustainable, organic principles.

NUTRIENTS
Essential to cell growth, maintenance and repair,
they provide energy to enable your body to function
efficiently. Main nutrients include macronutrients,
carbohydrates, proteins and fats. Micronutrients
include vitamins and minerals.
NUTRIGENOMICS
The science of how your genes interact with nutrients. It is the study of how DNA and your genetic
code affect your need for certain nutrients and
help maintain optimal health throughout your life.

SUSTAINABLE AGRICULTURE
Farming that provides a secure living for farm
families, maintains the natural environment and
resources, supports the rural community, and
offers respect and fair treatment to all involved,
from farm workers to consumers to the animals
raised for food.
VARIETAL SCREENING
Evaluation of individual plants and their
natural resistance to insects and diseases,
their performance in certain climates, and
levels of phytonutrients.

OMEGA-3 FATTY ACIDS

A class of fatty acids that supports normal cardiovascular health and immune function and provides
an important natural counterbalance to the high
dietary intake of omega-6 fatty acids.

VITAMIN E
A fat-soluble vitamin that is one of the
most important antioxidants and is essential
for reproduction.

OPTIMAL HEALTH
The highest possible achievement of physical,
mental and social well-being, and not merely the
absence of disease or infirmity.

VITAMINS
Essential micronutrients that are required in
the diet because they cannot be synthesized
in the human body.

PHYTONUTRIENTS
Also known as phytochemicals and are compounds
that act as a natural defense system in plants and
have a beneficial effect on humans.

ZINC
A trace element important for normal function
of the immune system.

Phytonutrients also perform valuable functions in

the body: neutralization of free radical damage,
detoxification, modulation of the immune response,
anti-inflammatory mechanisms and helping to
balance cell growth.
PROTEIN
Compounds made of amino acids, containing
carbon, hydrogen, oxygen, nitrogen and at times
other elements.

75

2007 Alticor Inc.