Arch Chemicals' HTH Water Products Introduces New HTH Poolife Brand to Dealer Market.

Business Editors

ATLANTA--(BUSINESS WIRE)--Nov. 28, 2001

Puts 25 Years of Delivering Trusted Pool Information into New Brand

Exclusively for Pool Dealers

HTH Water Products, already one of the most recognized suppliers of branded pool chemicals, announced today the introduction of HTH(R) Poolife(tm), a dealer-exclusive line of pool care products.

The announcement was made at the 2001 National Spa & Pool Institute's International Pool and Spa Expo in Phoenix.

The HTH Poolife brand is only available to dealers and is exclusive to the pool dealer channel. This line offers dealers new technologically-advanced chemistry platforms and a full line of products, including: granular, solid and liquid primary sanitizers, shock treatments, pool maintenance, spa products and pool and spa accessories.

"The introduction of Poolife signals HTH Water Products' commitment to the dealer segment of the industry and instantly creates a more competitive product marketplace," according to Tom Mahlke, director of Marketing, HTH Water Products.

Mr. Mahlke added, "After much discussion with pool dealers across the country, we recognized that getting back into the dealer channel would require something truly innovative. We are confident that HTH Poolife is it!"

HTH Water Products chose to brand the exclusive line under the Poolife name after a comprehensive market research initiative that explored consumer buying motivations, packaging preferences and brand recognition and perceptions and considered the equity associated with the Poolife magazine and the HTH brand name. The three-year research project gathered information from more than 2,000 pool owners and dealers nationwide.

A Poolife readership study revealed that an overwhelming number of the 3 million Poolife readers trust the Poolife name and cite the publication as a primary source for pool care information and guidance. The study also confirmed that consumers who shop at pool dealers have strong, positive feelings about HTH, believing it is a high-quality brand with a premium image and delivers superior performance.

"We talked with dealers to find out what they were missing in terms of product," said Mr. Mahlke. "We heard loud and clear that they want a full line of products that mirror their leadership in the category, that offer strong margins, and that are exclusive to their stores. HTH Poolife answers those requests and also provides an added bonus of a recognizable, trusted brand name."

The bold eye-catching graphics on the HTH Poolife packaging clearly differentiate the product from anything currently available in the mass or dealer channels, with brand-naming architecture that greatly improves the ease of use and clear consumer benefit-focused copy. A color-coding identification system, which will simplify purchasing decisions and educate consumers, was designed to improve the ease of use of the product and encourage multiple purchases.

The Company's research also found that HTH is the most recognized brand of pool chemicals in its category. Consumers are more than twice as familiar with the HTH brand as any other. Sixty percent of pool consumers have tried HTH--again, more than double the next closet competitor. And twice as many claim to use HTH as they do to the next closest competitor. Even before the introduction of the Poolife line, two thirds of consumers consider HTH a premium brand.

Mahlke concluded, "HTH Poolife is truly a value-added line for dealers; we're putting more than 25 years of delivering trusted pool information through our publication into a brand that will increase revenue for dealers and provide a premium product to consumers."

HTH Water Products is a business segment of Arch Chemicals, Inc., (NYSE: ARJ), a global specialty chemicals company based in Norwalk, CT. HTH Water Products, whose portfolio includes products and related equipment and services to provide people with clean, safe water, is the producer of HTH(R), SOCK IT(R), SUPER SOCK IT(R) and PACE(R), the leading brands of residential pool and spa products. HTH Water Products is headquartered in Kennesaw, GA, with a manufacturing facility in Charleston, TN. For more information, visit www.archwaterworks.com or call 1-800-POOL-987.