Dato’ Siti Nurhaliza Launches Sity Avita Sdn. Bhd.

Over the past weekend, I went up to Kuala Lumpur for a short getaway trip with the wife sans the kids. This was my first trip to the place I affectionately call “The City of Dreams” this year, having last made my way there in July 2009 to catch my beloved team, Manchester United, in action. The wife had some loyalty vouchers to make use of (free accomodation at Grand Millennium Hotel for 3 days 2 nights) before the year is out, so the trip was a much welcomed idea as it was our opportunity to get away from our hectic lives and just spend quality time together.

As the title header goes, this trip also coincided with the official launch of Sity Avita Sendirian Berhad. As regular readers of this blog would note, I had attended the Avita Awards on 30th October 2010 at the Marina Bay Sands Convention Centre with Dato’ Siti Nurhaliza herself being the guest artiste for the prestigious closed-door event. I had mentioned in my blog entry on that event, that Dato’ Siti has a major share in the Malaysian and Indonesian markets of Avita. It turns out that she is the chief investor in both markets and by placing her trust in the Avita brand, this signals her next foray in the business world after her successful “C-Tea” and “SimplySiti” ventures.

Dato’ Siti Nurhaliza arriving, flanked by Avita CEO, Ms Lee Xiang Yin and followed closely by husband Dato’ Sri Khalid Md Jiwa

By virtue of my aunt Faridah being a member of Avita Singapore Pte. Ltd. and who has been promoting the products to our family members, it was an honour to replace her, since she could not make it to the launch and being there to witness a landmark event in the ever-colourful career of Dato’ Siti Nurhaliza. This launch was held at the Sity Avita Sendirian Berhad office situated on the eleventh floor of Menara UOA Bangsar last Saturday 27 November 2010. The event venue is not to be confused with Wisma UOA KLCC or Menara UOA Damansara, in which the wife and I initially went to before realising we went to the wrong location. For foreign visitors like us, it was perhaps forgiven for not knowing where it is, but for the taxi driver  who drove us there and the hotel concierge who said it was at Damansara, I think they should be shot at for not knowing their own town.

Dato’ Siti Nurhaliza unveiling the Avita logo…

Though the card stated that the event was to start at 9:30am, it actually began at 10:00am, with Dato’ Siti arriving, flanked by the Avita CEO, Ms Lee Xiang Yin, with her husband, Dato’ Sri Khalid Md Jiwa close behind. After a brief unveiling of the Avita logo at the office, the event’s guest-of-honour took her seat at the front of the conference room. Prior to her arrival, the guests were given translation devices as the Avita CEO, a Hong Kong native, would be speaking in Mandarin. The event proper began with Ms Lee addressing the audience in basic Malay and English thanking them for their presence at the unveiling of Sity Avita Sendirian Berhad before going on in Mandarin and speaking about how the company came about and how they managed to strike a common understanding with Malaysia‘s number one Diva. I will not delve much into the company’s profile as you can read them all via its website at www.myavita.com.

After a brief video presentation (above) to introduce her to the audience, half of whom made up of foreign members from the various Avita branches around Asia, Dato’ Siti came onstage and described how she was highly impressed by the Celergen product introduced to her by her sister-in-law, Puan Zaini, one of a few products being distributed by Avita. Besides rejuvenating her and improving her vitality, she noted that the product has given her immense freshness even when faced with a long day at work. Not only that, I saw the extra radiance as seen by her outlook so early in the morning, when most of us at 10:00am would sometimes still be looking listless or dreary and still wishing we’re in bed.

After taking the product for more than a year, she was suitably convinced to invest in the company, which officially started its operations under the name Sity Avita Sendirian Berhad on 1st October 2010. The company has been in operations in Malaysia for about three and a half years, so this rebranding exercise distinguishes it from other Avita branches around Asia. When quizzed during the media conference afterwards how much she had invested into the company, Dato’ Siti being her ever humble and modest self, declined to disclose how much she had put in, but she definitely hoped that this next venture of hers would also be as successful as her eight-month old SimplySiti brand of cosmetic products. She said that through her success in singing, she would want to share it with her fans. Through these ventures, they are also able to do likewise since this is another form of multi-level marketing. Sity Avita Sendirian Berhad will be helmed by Puan Zaini and the good people under her.

Dato’ Siti Nurhaliza flanked by Puan Zaini and Ms Lee Xiang Yin. Dato’ Siti managed to ask me, “Jauh sampai?” right after taking this photograph was taken. I could only managed a sheepish grin, nodded and winked back at her. We didn’t get to chat, but at least she still remembered yours truly for that brief few seconds…

Noting that she had shared the Celegen product with her good friend Kris Dayanti and how the Indonesian Diva had also been impressed by it, she announced that the Indonesian market will also have the Avita brand name being introduced in early 2011, barring any hiccups. Right now, they are still putting the finishing touches to the deal. The event ended with a short media conference meant for the media, who were all given a box of Celergen to try out for a month and for them to evaluate. I was fortunate enough to sit through the conference, thanks to my bulky camera, even though I had no official pass on myself. I was also the envy of my cousins, who sat out the media conference, as they said that the Celergen does not come cheap but yet it is very good and effective having tried them before.

Ms Lee & Dato’ Siti answering questions from the media…

Speaking of which, let me just give you a brief introduction of the Celergen product. As summarised from its official website (www.swisscelergen.com), Celergen is a powerful, multi-faceted Cell Therapy treatment system that is clinically proven and potently encapsulated with the essential elements of Marine DNA Cellular Extracts which are known for their supreme rejuvenative, regenerative and anti-oxidant properties resulting in immense energy, enhanced vitality and ageless beauty. Researched and developed by prestigious Swiss, French and German anti-aging experts, cell therapists, gerontologists, biotech chemists, scientists and pharmaceutical prefessionals, Celergen aims to intercept and prevent, repair and maintain, rebuild and rehabilitate your body irrespective of one’s age. Best of all, it’s Halal-certified and approved by many health food organisations.

Dato’ Sri Khalid Md Jiwa was a keen observer of the proceedings by the corner…

A short chat with Dato’ Khalid after the media conference had ended, had him praising and espousing the product and the miracles it brought to people who had taken them. Whispering softly, he said there were cases of women who had experienced menopause taking the product and experiencing menstruation all over again. Looking at his youthful outlook, it was no surprise when Dato’ Siti exclaimed that one of the secrets to his age-defying outlook was down to consuming the Celergen product. Seeing is believing and I was generally swayed to try out the product. If Malaysia‘s number one singer has put her money on a product that she is genuinely convinced of, then I have to say that it is something worth trying for and so will I for the next month or so…

The cousins and wifey taking a photograph with Dato’ Siti before she left…

Author: Pujangga Malam™

Well-known on RIA 89.7FM as a controversial and sensational critic able to invoke thought-provoking and sometimes, fiery responses from fellow listeners. Have since evolved into a distinguished blogger of reputable claim with takes on the Malay entertainment industry and football-related matters. Brutally honest and believes in only reporting the truth as I see, hear or experience it. Self-styled critic who does not mince his words and is definitely a non-conformist.

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