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China Shenghuo Pharmaceutical Holdings, Inc. Begins Full-Scale Launch of 12Ways(R) Chinese Herbal Skin Care Product Line
Date:9/13/2007

KUNMING, China, Sept. 13 /Xinhua-PRNewswire-FirstCall/ -- China Shenghuo Pharmaceutical Holdings, Inc. ("China Shenghuo," "the Company") (Amex: KUN), which is engaged in the research, development, manufacture, and marketing of pharmaceutical, nutritional supplement and cosmetic products in the People's Republic of China ("PRC"), today announced it began the full-scale launch of its 12Ways(R) Chinese herbal skin care products ("12Ways") on Sunday, September 9, 2007.

"We are excited about the launch of our 12Ways product line, and we expect it to be another profit driver in addition to our flagship product, Xuesaitong Soft Capsules, during the 2008 fiscal year," said Mr. Gui Hua Lan, China Shenghuo's Chairman and Chief Executive Officer.

The 12Ways series is based on the use of traditional Chinese herbs, such as Sanchi, Tuckahoe, and Salvia miltiorrhiza. The planned full-scale launch includes 34 products in seven categories, including: a group of Sanchi-based skin moisturizers; a Salvia-based fading cream; a skin lightener; Yunnan bamboo-based acne treatment; an anti-aging cream that utilizes eucommia ulmoide; sunscreen; and dietary supplements.

"Our 12Ways series contains natural elements and provides solutions for women who look for healthy beauty," Mr. Lan added.

12Ways caters to 25 to 40-year-old women, who are typically interested in products that are both effective and safe. China Shenghuo has set up three sales and marketing offices in Beijing, Guangzhou and Shanghai to better support sales in local regions.

The Company, which intends to distribute its 12Ways skin care products in major pharmacy chains in China, unveiled the new products at the "Forum of Marketing on Chinese Pharmaceutical Cosmetics" on Sunday, September 9, 2007 in Dongguan, Guangdong Province. The forum included presentations by Chinese pharmaceutical industry experts and members of China Shenghuo's management team. Major national pharmacy chains were invited to the forum, which was hosted by the South Pharmaceutical Economic Research Institute.

The Company previously marketed this new line only in its native Yunnan province. Sunday's event was 12Ways' first full-scale launch into a number of cities and provinces outside China Shenghuo's local region.

China Shenghuo hopes to open a number of retail specialty counters to offer its cosmetic products at pharmacies throughout Eastern China by the first half of 2008, eventually expanding its retail presence across China. Management believes this retail counter strategy will allow China Shenghuo to increase its brand recognition, as well as sell and market its newest cosmetics products developed using its expertise in traditional Chinese medicine.

About China Shenghuo Pharmaceutical Holdings, Inc.

Founded in 1995, China Shenghuo Pharmaceutical Holdings, Inc. ("China Shenghuo" or "the "Company") is a specialty pharmaceutical company that focuses on the research, development, production and marketing of Sanchi-based medicinal products. Through its subsidiary, Kunming Shenghuo Pharmaceutical (Group) Co., Ltd. ("Kunming Shenghuo"), it owns thirty-one SFDA (State Food and Drug Association)-approved medicines, including the flagship product Xuesaitong Soft Capsules, which has already been listed in the Insurance Catalogue. At present, China Shenghuo incorporates a sales network of agencies and representatives throughout China, which markets Sanchi-based traditional Chinese medicine to hospitals and drug stores as prescription and OTC drugs primarily for the treatment of cardiovascular, cerebrovascular and peptic ulcer disease. The Company also exports medicinal products to Asian countries such as Indonesia, Russia and Kyrgyzstan.

Safe Harbor Statement Under the Private Securities Litigation Reform Act of 1995: This press release contains certain "forward-looking statements," as defined in the United States Private Securities Litigation Reform Act of 1995, that involve a number of risks and uncertainties. There can be no assurance that such statements will prove to be accurate and the actual results and future events could differ materially from management's current expectations. Such factors include, but are not limited to, the company's reliance on one supplier for Sanchi, ability to develop and market new products, ability to establish and maintain a strong brand, continued maintenance of certificates, permits and licenses required to conduct business in China, protection of company's intellectual property rights, market acceptance of the company's products, changes in the laws of the People's Republic of China that affect the company's operations, the company's ability to obtain all necessary government certifications and/or licenses to open and operate retail specialty counters to offer its cosmetic products and conduct the company's business, cost of complying with current and future governmental regulations and the impact of any changes in the regulations on the company's operations and other factors detailed from time to time in the Company's filings with the United States Securities and Exchange Commission and other regulatory authorities. The company undertakes no obligation to publicly update or revise any forward- looking statements, whether as a result of new information, future events or otherwise.

For more information, please contact:

China Shenghuo Pharmaceutical Holdings, Inc.

Ms. Gao Qionghua, CFO

Tel: +86-871-728-2608

Email: qionghua_kmsh@163.com

CCG Elite Investor Relations

Crocker Coulson, President

Tel: +1-646-213-1915 (New York)

Email: crocker.coulson@ccgir.com


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SOURCE China Shenghuo Pharmaceutical Holdings, Inc.
Copyright©2007 PR Newswire.
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