Speaker : Mr Michael Wong, CEO & Co-Founder
Date : 25 November 2004, 6:30 – 9pm
Venue : Executive Club, OCBC Centre

About Lifebrandz

Lifebrandz is in the business of developing, managing and marketing of health, beauty and lifestyle brands. Mr Michael Wong and Mr Kenneth Goh founded the Group in July 2001. They noted certain trends in Asia and observed that, as people in Asia age and become more affluent, they spend a higher proportion of their income on healthy living and lifestyle. They further noted that Asians were becoming increasingly interested and knowledgeable about their personal health and health products. Lifebrandz believes that, in addition to a quality product, the key to product success lies in effective and focused brand development and management. They also believe that a company can only be truly successful in the long term if careful attention is given to profitability. This business strategy has resulted in the development of the LifeBrandz BDMA in February 2002.

As a result of the successful implementation of the LifeBrandz BDMA, they have crossed several milestones. They achieved commercial success through the conceptualisation and launch of their first Nutraceutical product, Extrim carbohydrate neutraliser, in Singapore in December 2002. Encouraged by the consumers' positive response to Extrim in the local market, they decided to venture overseas and identified Hong Kong as the next market due to its relatively higher concentration of their target market. As sales from Hong Kong started to grow substantially, LifePharm Asia was set up in December 2003 as the launch pad into the Greater China region. In June 2003, they launched their first functional beverage, Slimwater, in Singapore. In August 2003, management capitalized on the established Extrim brand name and embarked on the business strategy of brand extension. This led to the launch of their first brand extension, Extrim Body Sculptor in November 2003.

Since commencement of business in July 2001, Lifebrandz has grown from a 2-man team with annual turnover of approximately $1.1 million to the present staff strength of 33 generating an annual turnover in excess of $50 million. LifeBrandz' products are sold through an extensive distribution network consisting of chain and independent pharmacies, personal care stores, cosmetics companies and medical clinics, which in aggregate constitute more than 1,000 points of sale in Singapore and Hong Kong. Lifebrandz was listed on the Singapore Stock Exchange in June 2004 – 3 years after its founding. Also in June 2004, Extrim and Intenz brands won the prestigious Superbrands awards. Today, Lifebrandz continues to push forward with its successful branding strategies into regional markets aggressively.

Mr Michael Wong
Co-founder
Chief Executive Officer

Mr Wong is responsible for the overall management of Lifebrandz, setting strategic directions and plans for the Group's future growth and expansion. As co-founder, Mr Wong was instrumental in the conceptualisation, and eventually, successful implementation of the LifeBrandz BDMA.