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May 30, 2004

Grooming Success

Male grooming products have found their place in the market and so have their consumers. How many men did you perform facials on in esthetic school? Are you, as an esthetician, able to provide equal service to male clients as you do to female ones?

An Ideal Client

From dermatology to plastic surgery, men are tuning into cosmetic technology. Whether you walk through a department store or talk with dermatologists, you will see that products and services are being customized for the increasing male client potential.

The simple fact remains that men buy grooming essentials to make themselves look and feel better. They generally don’t ask for a gift with purchase. They do not discuss their grooming secrets or mishaps with their buddies at the gym. They do not jump from one cream to another in hopes of that taintless wrinkle cure. They follow the regimen prescribed and turn to professionals for recommendations, taking to heart what you say, and often making purchases based on impulses.

“Male customers are looking for products specifically designed for them. They are beginning to understand problems facing them due to the environment—stress and nature—and want to protect themselves,” says Joseph Lavin, manager of the Beauty Response Center of L’Oréal USA Research and Development in New York. It’s becoming more and more obvious that men want to look and feel good just like their counterparts. Cosmetic retailers have made the update to service this increasing market of potential buyers ... have you?

Create the Right Atmosphere

Some spa owners may say that they service men at their spa, yet expect them to put on a pink robe and slippers that are two sizes too small, then lay down on a facial bed that will have his feet hanging over the edge. Meanwhile, the esthetician prepares a floral mask for his masculinity. In addition, few things make a woman feel more uncomfortable then having an attractive man in a bathrobe in the waiting room as she is waiting for her own appointment, robed and makeup-free. Making all clients feel comfortable in a spa requires having treatment rooms or a section of the spa set aside for male services.

Simply providing a separate washing and dressing area, and supplying the waiting area with fitness, health, travel and adventure magazines that men read, can make everyone feel more at ease. The interior décor should be masculine colors such as green, gray or blue, with minimal decorations, and the treatment furnishings should be able to accommodate any man. The bed should measure a minimum of 75 inches, so it is long enough that his feet won’t hang off the end. Robes and towels should feature neutral colors, and the music soft, but not feminine.

In Memphis, Tennessee, David Pryor, president and owner of A Touch of Health Day Spa, attributes his growth of male business to the spa’s décor. A Touch of Health services a 50:50 male-to-female ratio. “Our spa is decorated with hunter green walls, Italian-set marble, leopard-skin massage tables, and the best feature—the leather facial beds that lay nearly flat, but a high cushion can put clients right to sleep. We have created the esthetic Lazy Boy chair for our spa, so men feel right at home,” says Pryor.

About-face Questions

Begin consultations by turning clients over onto their back and examining the skin under the magnifying lamp, beginning with the forehead and working down behind the ears and over the neck. Look for enlarged pores, ingrown hairs, sun damage on the tips of the ears, whiteheads on the neck and seborrhea on the scalp. Any man’s face will have hair in the bearded area, of course, and often large pores on the nose and cheeks. Ask the following questions:
Are you washing your face with the same cleanser that you use on your body? If he answers yes, educate him on the difference in face versus body.

How do you like to shave? Do you use an electric, straight-edge or disposable razor? With water or a lubricant? This is your chance to inspect his neck. Look for ingrown hairs, whiteheads and razor irritation. Keep a step-by-step outline of the proper way to shave handy, and distribute it to clients as a grooming guide.

What protective lotion are you applying afterward? Let him know to select one with an SPF 15 that also is chemical-free, preferably zinc oxide-based.

Back Cleanse

After the initial consultation, analyze the skin on the back. With the male client lying on his stomach, view his back and scope out the shoulders. If he has a thick epidermis, enlarged pores, fluid pressure under the hair follicle or if his back is blotchy or discolored, he is in need of a deep cleansing back facial. Starting off with this treatment is an ideal way to gain the new male client’s trust, and prepare him for a facial treatment.

Treatment Considerations

There are considerations to take into account while treating a male client. When removing a cleanser, avoid using cotton, which will get stuck in a man’s beard area and anything applied afterward will spread the fibers all over the face. Massages during any treatment should be relaxing, but don’t be afraid to apply more pressure than for the average female client and to use the entire hand. Never massage upward on the face; it’s painful on the massager’s hands and especially on the male client’s face, otherwise.

Finish facials with a mask that is not fruity, floral or heavily perfumed. Ingredients such as fresh green seaweed, calamine, aloe vera, zinc oxide, squalane, diatomaceous earth and allantoin are all excellent for a finale.

Quick Recap

Estheticians should be aware of their own image, message and overall attitude as well. The aroma and lifestyle of the products offered to male clients, and most important, your ability to service male clients on a results-oriented concept, will increase profits, clientele and professionalism by relating to clients in all aspects of looking and feeling their best.

Posted by at 12:07 AM | TrackBack

Andropause and the Male Client

If your client is 40 or older, feels lethargic, grumpy, a general lack of interest in life, insomnia, anxiety, memory loss and depression, chances are he's going through andropause. Robert S. Tan, MD, a geriatrician and author of The Andropause Mystery, encourages advising your male clients on how they can deal with andropause--change of life.

What is andropause?
Andropause is male puberty in reverse. It was first described in scientific literature in the 1940s. Andropause is a biochemical, physiological state, where androgens, the male hormones, decrease. Eventually, all men will make the transformation of andropause, but not all will experience symptoms.

It's been called the male menopause, but that's not exactly correct, since men still retain their ability to father children throughout andropause, although the level of testosterone does decline. However, like menopause, andropause can lead to serious long-term effects, such as loss of bone and muscle, and other cumulative problems. Your clients may think that testosterone is linked to impotence; but this is not true. Testosterone does nothing to improve erectile function, but does change the libido. When your client's testosterone declines, so does his sex drive. Today, 25 million American males between 40-55 are experiencing some degree of male menopause. There are case reports of men as young as 35 beginning to show signs of andropause.

Symptoms
In men 55 and older, 20-50% have hypogonadism, which is lower testosterone, the pathological basis of andropause. Obese and diabetic men are more likely to feel symptoms because an enzyme in the fat tissue causes testosterone to turn into estradiol, a female hormone in every man's body. Diabetics often are insulin-resistant and this can depress testosterone production and increase leptin, a hormone for obesity. Premature aging, andchanges in hair growth and skin quality are immediate signs. Others include depression; memory loss; fatigue; tiredness; lack of sexual drive; bone loss; and loss of hair in the beard, groin and armpit area. Scalp hair loss has nothing to do with

Treatment
The challenge of diagnosing and treating andropause lies in the fact that not everyone has heard about it, making it more difficult for clients to find professionals who are educated in this area. The whole field of aging and andrology--the study of men--is rapidly growing and overlaps several disciplines, including endocrinology, psychiatry, urology and geriatrics. Tan finds that among his patients, men who experience andropausal symptoms are obese. He has found success for his patients with the following:
• Weight loss. This is very important. Your client should be at recommended body mass index for his height and age.
• Exercise. Exercise can increase testosterone. Men who pump iron have shown higher levels of testosterone in their blood. However, warn your client not to overdo it: marathon runners and Olympians develop hypogonadism, because any available hormones in the blood go to the muscle. Have your client work out three times a week with 20 minutes each of weight lifting and aerobics.
• Diet. Testosterone naturally comes from cholesterol, so be sure your client includes a little cholesterol in his diet. He'll need to consume protein too, in order to build up muscle and bone. Suggest he take protein supplements. The teeth decay with age, making it harder to chew meat. Recommend eating colorful fruits and vegetables such as tomatoes, broccoli and peppers, since their antioxidant properties will get rid of excess free radicals. One glass of wine a day will help the cardiovascular system. Your client also can ask his physician for other over-the-counter supplements.
• Medical treatment. Medical options for symptomatic patients include hormonal replacement therapy for testosterone, also called Testosterone Replacement Therapy (TRT).
Specialists say that men considering TRT--whether by injection, patches, cream, gel or oral form--should get their PSA levels checked as TRT could increase the risk of prostate cancer. A PSA blood test identifies a man's risk for prostate cancer.

Posted by at 12:00 AM | TrackBack

May 25, 2004

Pierce Mattie's "Fab 5" Media Tips for Tantalizing Your Text

The reality is as health care publicists and PR professionals who write copy day in and day out, it's hard to stay current, sharp and alert to your play on words. Follow Mattie's "Fab Five" tips to keep your copy clean, fresh and active.

1..) Read almost as much as you write.
Did you know that the average copy writer at Pierce Mattie PR spends 4 hours day writing free style before going into the editing department? And two hours a day reading! It’s the Mattie methodology that 50% of your copy time should be dedicated to reading. Particularly journals, publications and papers published outside of the American market.

2.) Study advertising even though you’re a PR professional
Read the advertisements and study the copy in Self, Shape, Fitness, and Men’s Health & Men’s Fitness. Those play on action words that address a problem and give a solution.

3.) Hit the search words
Know the internet search words for a story you are pitching. Play up the search word in a repetitive thesaurus format. For example: “squeaky clean” is most often used to describe the sensation a consumer has after washing their face with a gel cleanser. Apply your beauty pr talents and repeat this sensation throughout your copy, but thesaurus it up to: glass finish, crystal clear or fiercely fresh.

4.) Watch TV
Watch a TV station that you rarely view on a weekly basis. For example if you’re a big fan of E! or MTV flip the channel and watch FIT TV or Oxygen. Notice the tone, diction and play on vocals from the host. Write them down and keep them in your copy collection.

5.) Play word games
Crossword puzzles, create them for your staff, play them at lunch and work in teams on solving.

Posted by at 12:16 PM | TrackBack

Using Active Verbs to Bedazzle Your Press Copy

Instead of: She is looking younger
Try: She demystifies the aging process

Instead of: They give the best facials
Try: They pioneer a true spa experience

Instead of: Her plastic surgery procedures healed quickly
Try: Her post operative healing process was at light speed

Instead of: Her skin is starting to sag
Try: Her saggy skin

Other helpful links to post your press release once you've perfected the copy:

• www.marketingprofs.com

• www.http://www.press-world.com/

• www.prweb.com

Posted by PMPR Analyst at 12:07 PM | TrackBack

May 24, 2004

We made "IT" Pierce Mattie Public Relations, Inc -Beauty PR

Pierce Mattie Public Relations, Inc was chosen to be part of the exclusive IT List of beauty PR agencies representing beauty clients. The directory of 65 exceptional Public Relations firms by Women's Wear Daily, Beauty Biz. . WWD, is the insider's guide to the beauty industry.

The IT List of Beauty PR Agencies was compiled by WWD Beauty Biz’ Associate Beauty Editor Bryn Kenny. Kenny selectively chose a list of beauty publicists, including their size, their scope and favorite restaurants for editor lunches. The list was made up of 65 top public relations agencies who expertly represent beauty related clients. Pierce Mattie Public Relations, Inc. is currently representing 41 beauty clients and is proud to be one of the handful of public relations firms listed in New York City, "the media capitol of the world". Pierce says “While other great firms have a broad base of clients and industries serviced, I’ve always wanted to specialize in one area of expertise, that being the beauty, health, and fitness industries”.

PMPR’s philosophy is to educate, motivate and stimulate the media. To keep in close contact with the media & producers, PMPR publishes an annual book created exclusively for beauty editors called the Cosmetic Forecast- which is designed to inform them on the latest trends.

Bryn Kenny is the Associate Beauty Editor at WWD Beauty Biz, a Fairchild publication. WWD Beauty Biz is an elaborate version of the WWD newspaper Friday edition. Pete Born is the VP, Executive Editor of Beauty Biz.

Posted by Constance at 03:30 PM | TrackBack

Pierce Mattie Public Relations Attends the 2004 AAFA American Imaging Awards

The black tie dinner and dance took place at the Grand Hyatt Hotel in New York City, with a private VIP reception Lance Buckley, & Joshua Blaylock, enjoy mingling with the celebs at the VIP reception.

(New York, NY) Lance Buckley, executive national media director for Pierce Mattie Public Relations and Joshua Blaylock, PMPR analyst, both clad in tuxedos by Hugo Boss , attended the 26th Annual AAFA American Imaging Awards on May 3, 2004.

The black tie dinner and dance took place at the Grand Hyatt in New York City and was preceded by a private VIP reception for esteemed guests. Among the attendees were Kelly Ripa, the host of " LIVE with Regis and Kelly " and this year’s emcee, Patricia Fields, “The Fab-Five” from " Queer Eye for the Straight Guy, " and Lauren Bacall. Oscar-nominated actress Sharon Stone was also present to receive the Spirit of a Woman Award on behalf of her philanthropic efforts for amfAR.

The event benefits the American Foundation for AIDS Research (amfAR) and the AAFA Educational Programs.

For more information or photographs from the event, please contact Kristina Maria Katsoulas, at 212.243.1431, or kristina@piercemattie.com.

Posted by at 03:29 PM | TrackBack

May 22, 2004

What Beauty Editors Really Want

I. Who is the beauty editor? A. The average age of a beauty editor is 26. B. The average beauty editor does not wear much makeup. C. The average beauty editor receives up to 50 bags of products a week, 10 pitch phone calls a day, and attends press parties and media luncheons 4 times a week. D. The average beauty editor has never had plastic surgery, botox, microdermabrasion or a lunch time peel. II. Who are the publishers of the main magazines that your clients read? A. Conde Nast 1. Vogue 2. Allure 3. Glamour 4. GQ 5. Lucky 6. Brides 7. Vanity Fair 8. Teen Vogue 9. Self B. Hachette Filipacchi Media 1. Elle 2. Elle Girl 3. Woman’s Day C. Hearst 1. Cosmopolitan 2. Redbook 3. Marie Claire 4. Town & Country 5. “Oprah” Magazine 6. Harper’s Bazaar 7. Good Housekeeping D. Fairchild Publishing 1. “W” 2. Jane 3. WWD 4. Details E. Time Inc. 1. In Style 2. Health 3. Time 4. People 5. Entertainment Weekly 6. Real Simple 7. Teen People III. What Beauty Editors want… A. Editors work generally on a three month lead, so if you are pitching for a product in September the editor is generally working on their January issue. B. Editors only want things that are NEW. If it has been seen in other magazines they don’t want it. It’s best to pitch one product or régime at the same time to all of the publications i.e. WEEK ONE we pitch our new mud facial treatment. Then you move on from there. C. Editors like full-size products, never give them small samples or images, unless requested. IV. How it works A. You pitch them a product or service either via messenger, desk side meeting or snail mail. B. They then present that product to their Editorial Director for product consideration. C. The editor then presents the product to their Editor-in-Chief and Art Director. This is to see how the product will shoot on the page and if it is aesthetically pleasing to their production layout. D. The publication then shoots the product and writes the copy on the product. E. The research department then fact checks with you the price and contact information for the product of interest is correct before going to print. V. Why they might not write about you A. You don’t have a story to tell. B. Your packaging is not acceptable. C. Your distribution of the product or service does not fit their reader. D. The product or service is too expensive. E. The product or service is not expensive enough. F. Their competing magazine has already covered the product. VI. How they want it A. Your press kit should include: 1. Price of the service or product 2. Location to purchase, toll free number, website. 3. A celebrity list if you have one, and a fact sheet on who, what, where when and why. VII. What’s NEW for editors? A. Unheard of ingredients. B. Combination of services or layering of products. C. Unique cosmetic application. D. Celebrity mentions. E. Products that make the skin illuminate. F. Products that make a difference in the skin. XI. What’s OLD for editors? A. Products that limit the combination of ingredients i.e., just a vitamin C cream B. Products that have no credibility or come from a salon that does not have a unique story. i.e., it’s a really good facial cleanser, but there is not much else to tell. Your products must tell a story to be included in the magazines’ story. It is not the editor’s job to create a story on your product, it’s yours! X. How do you create a story? A. Get your product in as many goodie bags, award shows and celebrity faces as possible. B. Get physicians to test your products in a clinical setting on their patients, tracking their progress and results. C. Get quotes from the chemist who formulated the product and how the technology is truly techy. D. Have a funny side bar story letting them know something that is simply off the wall. I.e. The facial mask is so pure and natural that you can eat it on toast. XI. Celebrities that use your products or services A. Most legitimate publications will ask for a letter on your company letterhead stating that the celebrity does use the product or service. B. They may even ask for a proof of purchase copy. C. The editor will then fact checks this with the celebrity’s publicist for verification. D. Magazines are only interested in celebrities who have been in a movie or TV show in that current year. XII. Pitching to men’s magazines A. If a product is unisex and has a male client base, please note that editors of grooming pages will generally only review products that are packaged in plastic with a flip top lid and a neutral scent. XII. Pitching to ethnic magazines A. If you are pitching color cosmetics make sure that your range of colors are dark enough to reach all skin tones. XIII. The Art of Following-up with beauty editors A. Following up is a must B. 2 is too many C. Crossing the line: When your being offensive Conclusion: A. Remember that all editors are hired to report what is true, available and newsworthy. B. Work with them, educate them and keep them up-to-date with your beauty accomplishments.

Posted by at 02:54 PM | TrackBack

May 19, 2004

Allure Magazine �How To� Exclusive

Iredale Mineral Cosmetics Liquid and Pressed Minerals™ are an Exclusive
“How To” for Allure Magazine.

In the February issue of Allure Magazine, Iredale Mineral Cosmetics PurePressed and Liquid Minerals™ were chosen for the“How To” section. Allure magazine is one of the leading beauty consumer magazines in the nation.

The “How To” section allows readers to view the proper way to apply makeup for the best possible coverage and result.

PurePressed and Liquid Minerals are oil free bases for the face that provide exquisite coverage. Containing minerals, these foundations are good for the skin. Formulated to control oil, these mineral bases provide unsurpassed coverage and staying power and actually help to improve the skin with ingredients like titanium dioxide and zinc oxide that act as anti-inflammatories as well as effective broad spectrum sunscreens.

PurePressed is made from micronized, water resistant minerals and gives instant, broad spectrum, chemical-free sun protection with an SPF of 17.
Liquid Minerals™ are formulated using a state-of-the-art technology of liposomes entrapping liposomes, providing the ability to encapsulate large amounts of active ingredients, which are then time-released into the skin. This controlled and sustained release increases delivery of the minerals into the epidermis by up to 40 percent providing hydrating, soothing and protective benefits to the skin.

• See Janes Iredales special on Spa-Addicts.com

•Jane Iredale Sits on the Cosmetic Beauty Board of Advisors

Jane Iredale is used exclusively by professionals. For more information please call toll free at 1-800-817-5665.

Posted by PMPR Sr. Analyst at 11:35 AM | TrackBack

History Of Spinal Manipulation from Dr. Tetro

Dr. Tetro

Historical records indicate that manipulative (skillful work done by hand) therapies have existed throughout recorded time. Soft tissue (muscle, ligament and tendon) manipulation was documented in Chinese literature as far back as 2000 years ago. Manipulation of the spinal joints has been traced to historical documents from ancient Greece which are now 2500 years old. Although these are the first written records describing manipulative therapy, it is believed that the actual procedures have roots which go much further back in time.

Hippocrates (circa 460-377 B.C.) is known as the father of modern medicine. He wrote dozens of manuscripts concerning the healing arts including one focusing on manipulative therapy. These writings represent the first historical account of spinal manipulative therapy. Hippocrates recognized the relationship of the spine to health and disease. It is said that he instructed his students to, "Get knowledge of the spine, for this is requisite for many diseases."

In the centuries following Hippocrates, a handful of physicians practiced his methods of spinal manipulation. For the most part, manipulative therapy survived by being handed down informally from one generation to another. During this time manipulative therapy was often described as "bonesetting". In the late 1800's manipulative therapy was revived and later claimed by both the professions of osteopathy and chiropractic (although under different premises) as a principal mode of treating human ailments.

***

Posted by PMPR Sr. Analyst at 11:29 AM | TrackBack

A Lip Essential�Jane Iredale�s NEW Lip Drink

Did you know that men are diagnosed with skin cancer on the lips more than woman annually each year? Due largely in part to men not wearing lipstick for that added UV protection. It is common knowledge that the sun can bring harsh damages to the skin. But while bodies are lathered in sunscreen it is sometimes forgotten to protect one of the most sensitive areas of the body, the lips. Lips burn from over exposure to the sun and become dry and chapped from blistering winds. They lack oil glands to produce moisture so it is essential to provide them with the protection they need.

Jane Iredale Mineral Makeup introduces Lip Drink, a lip balm with an SPF of 15. Lip Drink contains two sunscreen ingredients — Parsol 1789 and Octinoxate for broad-spectrum sun protection and has a delicious citrus flavor.

Lip Drink comes in a base of Macademia Nut Oil to provide deep and extended moisturizing and conditioning. There is no petroleum oil in Lip Drink, so it won’t dry out the lips. Avocado Oil moisturizes and contains vitamins A and E to nourish the lips. Sunflower Oil is very high in essential fatty acids and helps to moisturize, regenerate and condition, and is great for dry, damaged lips. Jojoba Oil also helps to nourish, moisturize and revitalize the lips.

For more information on Jane Iredale please call 1-800-817-5665

Posted by PMPR Sr. Analyst at 11:22 AM | TrackBack

Jane Iredale�s Pure Pressed Minerals

The exclusive formula of PurePressed® minerals provide a foundation, powder, concealer and sunscreen all in one and replaces the need for liquid and cream foundation. Formulated to control oil, these mineral bases provide unsurpassed coverage and staying power and actually help to improve the skin with ingredients like titanium dioxide and zinc oxide that act as anti-inflammatories as well as effective broad spectrum sunscreens. Pine bark extract - a potent topical anti-oxidant, and jojoba ester improve skin texture and reduce moisture loss.

PurePressed minerals is made from micronized, water resistant minerals and gives instant, broad spectrum, chemical-free sun protection with an SPF of 17.
PurePressed is available in 18 shades that range from deep gold to deep mahogany, created to suit skins and nationalities as diverse as African American, Asian, Hispanic and European helping to carry the Jane Iredale line to all corners of the world. Because of the benefits the minerals have on the skin, plastic surgeons and dermatologists recommend Jane Iredale products internationally.

Under a microscope, the mineral crystals look like overlapping fish scales. These crystals form a filter that allows the free exchange of gasses. The minerals are non-comodogenic and there are no oils in any of the formulas. There are many accounts from acne patients testifying to improvement in their skin since using Jane iredale mineral cosmetics.

Allergies and sensitivities are usually caused by substances that cause irritation to the skin. Substances that most commonly cause these sensitivities are chemical preservatives, chemical dyes (usually labeled as FD&C), perfume and alcohol.

Reactions are common in skins that have been compromised in some fashion, as through a weakened immune system, sun damage, chemical peels, laser resurfacing, etc. Jane Iredale Mineral Cosmetics contain none of these sensitizers. In fact, zinc oxide and titanium dioxide are anti-inflammatories and help calm the skin.

The reason Jane Iredale’s base powders work so well as a natural-looking beauty makeup or camouflage is because they contain concentrated pigment which not only masks color, but also reflects light away, rather than absorbing it, providing a younger appearance to the skin. An amazingly small amount of minerals will cover any type of redness including acne, rosacea and erythema. Talc is almost always seen on the ingredients list of other color cosmetics to stretch a small amount of pigment a long way. Talc is drying, translucent and cheap. It slides off the face, falls into cracks of the skin and accentuates fine lines and wrinkles because of its matte finish. It also has no camouflage capabilities.

Application tips:

-For a creamy, flawless finish, mix a small amount of powder into your favorite moisturizer, then apply as you would a cream foundation. This is especially good for the under eye area and concealing large pores.

-Use a darker base as a contour or bronzer, Latte and Maple are especially good.

-If the minerals look powdery, wait a few minutes for the skin’s natural oils to emerge or spritz with D2O.

Jane Iredale Mineral Makeup is used exclusively by professionals. For more information call toll free at 1-800-817-5665

• See Janes Iredales special on Spa-Addicts.com

•Jane Iredale Sits on the Cosmetic Beauty Board of Advisors

Posted by Constance at 11:15 AM | TrackBack

Allure Magazine Gives Five Stars to The Institut� DERMed MediClinical Spa

Institut’ DERMed MediClinical Spa and Aestheticians Receive National Recognition

The Institut’ DERMed MediClinical Spas were voted in Allure Magazine’s Five-star guide as the best place to receive a Facial Beauty Service in Atlanta, Ga. Karen Norris, an Institut’ DERMed aesthetician, was mentioned as an “exceptional expert” facial practitioner who comes highly recommended by plastic surgeons.

“We are ecstatic to receive such a recognition from a high-profile magazine like Allure,” says Lyn Ross, president and founder of Institut’ DERMed Spas and Products. “Atlanta is such a competitive market in the spa industry and to be chosen as the best facility for a facial is truly an honor.”There are two MediClinical Institut’ DERMed Spas located in Atlanta, where the synergy of medical, clinical and spa treatments with highly trained staff support a one-stop-opportunity for clients and patients to experience a full-spectrum of healthy aging options, giving them greater confidence in their appearance, reducing stress and improving overall well-being.

For more information on Institut’ DERMed MediClinical Spas please call Pierce Mattie Public Relations, Inc.'s national media director; Constance Marie Wherrity at 212-243-1431 ext. 302

Constance Marie Wherrity touted as the "queen of beauty pr" by her peers was recently honored with the Pierce Mattie Media Tour of the Year Award. Wherrity stationed at the Manhattan office, leads the company in medi spa marketing.

Posted by PMPR Sr. Analyst at 11:08 AM | TrackBack

PR Tips For Press Release Writing

Media analysts at Pierce Mattie reveal their top tips for turning triumph in todays realm of relations to the media.

Your contact info should include: name, number, extension, email, cell phone and PR assistant or second contact if you are not available.

Your press copy must be timed for the future, never past or present.

Outline your press release with who, what, when, where and how. Fill the key parts in, and then collect the facts, quotes and industry quirks.

Reformat into a press release.

Start your opening with a statistical fact. Or posing a question that is then answered with the solution of your subject in the press release.

The first two sentences must contain “amplifying” text.

Try and delete every fifth word and then go back and read the copy, its sharpness will excite you.

Sit on the press release for 24 hours, open the copy with a fresh mind, add text, print out and edit.

Hand over to a set of “second eyes” to read, they may send it back to you with various questions that you simply overlooked.

Provide a quote sheet. This can be from a plastic surgeon, spa owner, dietitian, personal trainer or general practitioner on their first person concepts in trends, treatments and “how to” information on their profession.

Posted by PMPR Analyst at 12:54 AM | TrackBack

May 18, 2004

PR Launch of Diet Book

Mission Possible, The New Book from Herb Hamilton
Shed Fat Fast!

Hypnosis: Breaking Your Habits
Chapter 11

If the idea of hypnosis brings a silver watch to your mind, I need you to set aside that picture. That image haunts the modern use of hypnosis because of how hypnosis is portrayed on TV and in the movies, and even on stage as part of a magic act! The important thing is to understand where hypnosis came from and how it is used in therapy today — I think you’ll be surprised to know how widely it is embraced by the medical community and how successful it is at breaking mental and emotional patterns. To give you a good sense about this technique, let’s take a quick look at where we get hypnosis from.

A Brief History of Hypnosis

Although there is evidence that hypnosis has been around at least as long as written history, our scientific understanding of it is relatively new. The term “mesmerize” comes from one of the earliest doctors to work with a version of hypnosis. His name was Dr. Mesmer. Other doctors continued to develop a scientific understanding of hypnosis in the 1800s — of course it was so new that they were trying many different techniques in order to bring about a “hypnotized” state.

In the mid-1800s, Dr. James Braid found that people could enter this kind of state by fixating on a bright object … like a silver watch. That image has somehow stuck to the whole field of hypnosis, even though I don’t know any hypnotherapists who actually use a silver watch. Dr. Braid also found that you could provide a patient with a keyword during his or her hypnosis treatment, and that this keyword would immediately take the patient into a hypnotic state during future sessions. This technique is used today, although it requires your desire to enter that state. Someone can’t simply say the word and turn you into a rag doll!

In any case, it was Dr. Braid who — in 1841 — coined the term “hypnosis.” The word is based on the Greek term hypnos, which means “sleep.” Well, the hypnotic state is not a state of sleep; it is an active state of thinking on the deeper levels of the mind. But this somewhat mistaken name was created at a time when doctors were still “letting blood” (taking blood out of people) in order to “release evil spirits” and heal the patient. Science was still a long way from understanding medicine, and obviously still had a lot to learn about hypnosis — it isn’t the same as sleep![1]

Well, as science continued to learn about hypnosis, therapists were more and more able to use hypnosis as a tool for healing, which came to be known as “hypnotherapy.” The modern-day father of hypnotherapy was Dr. Milton Erikson. He paved the way for many of the techniques used in hypnotherapy today. As science continued to investigate, it saw how normal hypnosis is in life. After all, when our brain “shifts gears” — maybe we are watching TV and we sort of “check out” of the world around us — this is similar to the state we enter in hypnosis. Science learned about different types of brain waves, and understood more and more how and why hypnosis works.

That recognition led to the scientific and medical communities admitting that hypnosis is a useful tool for breaking certain mental and emotional patterns. In the 1950s, both the British and American Medical Associations embraced hypnosis as a legitimate therapy.

Bad Press

For nearly 50 years, then, hypnosis has been looked at as legitimate therapy by the very strict medical community. So why do some people still have questions about whether it works? Because hypnosis is generally portrayed in a very unrealistic way by the media or on stage! You’ve seen TV shows or maybe movies where someone swings that familiar silver watch and the patient falls into a deep trance. Then the patient does whatever the hypnotist tells him. Isn’t that how you’ve seen it?

Well let me tell you something about hypnosis: you cannot be hypnotized unless you want to be! So maybe you’ve watched hypnosis on TV or on stage and it utterly failed. Or maybe it worked exactly as I described above. Now ask yourself this question: who are the three kinds of people who would go up on stage to be hypnotized?

1) First you might have someone who doesn’t believe in hypnosis and wants to prove to everyone that hypnosis doesn’t work. They want to make the hypnotist look ridiculous. So they go up on stage determined not to fall into a hypnotic state. Well guess what? There is no way for that person to be hypnotized. Hypnotism has nothing to do with one person controlling another. Very much like this program — where I am merely a scout and you are the active participant — hypnosis has a guide (the hypnotist) and a participant (the person entering the hypnotic state). If you are not participating, you cannot be hypnotized.

2) The second person is someone who doesn’t really want to go up on stage, but his friends convince him to go up there. Depending on whether this person wants to be hypnotized, the hypnosis might or might not work. And if the person doesn’t really want to make an example of himself, the hypnotist might not get too much “action” from this person. It all depends on the participant.

3) The other kind of person who would go up on stage is someone who doesn’t only want to be hypnotized — they also want to entertain! So now, the hypnotist is working with someone who is 100% committed to participating. They are far more likely to enter a hypnotic state, and from that state, are most likely to do what the hypnotist asks because they want to!

So is stage hypnotism real? Yes, it can be. But the success depends entirely on the participants (and of course whether the hypnotist understands how to lead a willing participant). But there’s also an important distinction between stage hypnotism and hypnotherapy. Stage hypnotism is there to entertain and does not deal with deep emotional and mental patterns; hypnotherapy does deal with those patterns and is used for self-improvement … not for entertainment!

Psychiatry, Psychology, Hypnotherapy — What’s the Difference?

I often hear the same question when a new client meets with me: “Are you a doctor?” That question alone shows a slight misunderstanding about what hypnosis is. I say slight, because hypnotherapy can have a positive effect on your mental and emotional well-being, and these can affect your physical health too! But hypnotherapy doesn’t pretend to be medical, and I don’t pretend to be a doctor. I am a licensed hypnosis educator who can help clients achieve their goals. Let me explain the differences between psychiatry, psychology, and hypnotherapy so you can better understand the value of each.

Psychiatrists are the only medical doctors among these three professions. They are allowed to prescribe drugs to treat a patient. Since some mental problems are a matter of chemical imbalance, they can rely on drugs to solve mental disease. Psychologists or psychotherapists usually hold a masters degree in psychology; they may or may not hold a PhD. They do not prescribe drugs. They tend to deal with emotional issues, and can work one-on-one or in group settings. Hypnotherapists are not medical doctors. They are mental coaches, and they help with self-improvement. They use scientific techniques to help quiet your active mind and take you into a deeper, clearer state of thought.

Now, to be clear, it is possible for psychiatrists and psychologists to use hypnotherapy. But there is a challenge in this for them. In today’s environment, psychiatrists and psychologists have to cover themselves from being sued, and to do this, they have to cover their malpractice insurance costs. This is an unfortunate fact. Because of this, they really need to see as many clients as possible in a day — perhaps even in group settings. The more they see, the more they are able to get reimbursed by insurance for their clients.

This does not mean they’re not interested in their clients, and it does not mean that they are only interested in money. It is the way many need to run their businesses for their own protection. Since that is the case, providing hypnotherapy one-on-one with enough time allowed really needed for each patient is impractical for psychiatrists and psychologists. I spend an hour and a half with a client during a first session, and up to an hour in each session following … something most psychiatrists or psychologists wouldn’t be able to do when using hypnotherapy. Also, insurance will only reimburse these professions for maybe four or five visits, but successful hypnotherapy can often take twice as many visits. (In the case of weight loss, this can largely depend on how much weight needs to be lost.)

Now, it is pretty easy to understand the difference between hypnotherapy and treating someone with drugs. But what is the difference between hypnotherapy and the techniques used by other therapists? Well, let’s consider two major sides of the coin: other therapists’ techniques may deal with clients on either conscious or subconscious levels of the mind.

When they use talk therapy, most of the time therapists are addressing the conscious mind. Consider some of the famous radio and TV personalities you may know who use talk therapy, like Dr. Laura or Dr. Phil. Do they provide a valuable service to those they counsel? Sure, they can have a profound effect when the conscious mind needs to be addressed. Maybe they set someone straight in a family squabble, or they help provide needed insight for a couple struggling with their marriage. They might help with the bereavement process when a loved one is lost. In each case, the logical mind needs some help in analyzing a situation, in gaining some insight that will cast a new perspective and therefore provide a solution to a problem.

Sometimes subconscious issues will suddenly come up even through talk therapy, but the method doesn’t specifically aim at taking you into your subconscious mind; whether you’re able to deal directly with subconscious issues or not depends on what comes up. On the other hand, when therapists use methods for deliberately accessing the subconscious mind, like Holotropic Breathwork™ or certain rapid eye techniques, they do help the client access the subconscious mind, but without going after pre-defined issues. They allow the issues to come up as the subconscious mind wants them to in order for a different kind of healing to take place. So in one case, you are going after specific issues, but you won’t be dealing with them on a subconscious level for certain. In the other case, you are dealing with subconscious issues, but you are not defining what issues will be addressed.

With hypnotherapy, though, you address the pre-defined subconscious issues that you need to address in order to achieve a certain goal. In this way, you can select the areas of life where you’d like to see improvement and you work on the subconscious issues surrounding those areas. Essentially, you go into the subconscious realm with a Mission Statement — a goal of what you mean to achieve. That’s why I consider hypnotherapy a form of mental coaching for self-improvement.

So the question isn’t about whether one approach is better or worse. It’s about where the issues really lie and how you go after them. In the case of weight loss and many other matters, the root issues lie in the subconscious mind, and when you know that you’d like to tackle those specific areas, hypnotherapy can be the optimal choice.

So you can see that when you’re looking for help through hypnotherapy, qualified hypnotherapists are your best choice. They will be better able to give you the necessary time for achieving success with this technique. And you can also see that a hypnotherapist is appropriate for some conditions, while psychiatrists and psychologists are appropriate for others. To put it in a nutshell, you go to a medical doctor (a psychiatrist) for suspected mental disease. You go to a psychologist or psychotherapist for emotional problems. You come to a hypnotherapist for self-improvement. USE AS CALLOUT!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

Why So Many People Really Need Hypnotherapy

They’re starving in China. There are people going to sleep hungry tonight. Grandma made this food for you with her arthritic hands. Join the “Clean Plate” club. You can’t have your apple pie unless you finish your broccoli. If you clean your room, you can have a nice cupcake or cookie.

Did you ever hear any of these or something similar? Did you ever go to the doctor (who’s supposed to be making you healthy) and get a lollipop as a reward? Did you ever have your tonsils out and get to eat ice cream? Did you ever get sick and find that some nice chicken soup was the answer?

This is where hypnotherapy comes in: to reframe your childhood emotional responses based on what is stored on the subconscious level. Without hypnotherapy — in this program or any other — you’re doomed to repeat those responses in the future. This is why Mission Possible™ finally does make healthy weight loss possible in a way that will keep the pounds off. Because this mission recognizes that there’s more to being overweight than being hungry. There are certainly food issues — if you spike your blood sugar, you’ll be hungry when it comes back down. But there are also emotional issues that have to be addressed for long-term success. Let’s see just how this works.

How Hypnotherapy Works

Hypnotherapy requires a guide and a participant. No one can improve you but you, though a guide can show you the way to improvement. That’s what a good hypnotherapist does. That is also the position that the CD takes in this program — it acts as your guide. In the end, you are making all the changes either directly with a hypnotherapist or with the help of a hypnotherapy CD.

So when you enter into hypnotherapy you need to be a willing participant. You need to settle down with your “guide” (the hypnotherapist or CD) and follow his or her lead. The guide isn’t going to control you, and can’t control you, but will lead you into a part of your mind where you can begin making changes to your habits and responses.

The human brain has 4 basic brainwaves. These simply refer to the level of activity going on in your brain. You don’t need to remember the names of these brainwaves, but they’re called beta, alpha, theta, and delta.

• beta means wide awake, the way you’d be if you were driving to my office through a rainstorm. Wide awake, alert.

• alpha means you’re more relaxed than in beta, as if you were sitting in my office in a comfortable chair and talking with me.

• theta is even more relaxed than alpha, as if you were on the edge of sleep or somewhat “zoned out” in front of the TV.

• delta is the most relaxed state of all. In this state, you would actually appear asleep but you wouldn’t be asleep.

The important thing to realize is that you can achieve all of these states while awake and conscious. Although it can look like someone is sleeping when they are hypnotized, you can’t possibly be hypnotized and asleep. (You can still gain subconscious benefits from listening to the CD if you fell asleep, but you wouldn’t actually be in a hypnotized state.) Remember I said that hypnotherapy takes two people — a guide and a participant. How could you participate if you were asleep? So, hypnotherapy takes you through these various stages of brainwave activity while you are still awake and participating.[2]

Hypnosis doesn’t necessarily take you into delta activity; in fact, much is done outside of delta activity. The idea, though, is to take you into deeper states of relaxation to help quiet your active mind in order to make that necessary connection to the subconscious mind. The U.S. government actually has a definition for what happens. As you go through this process, you “bypass the critical factor.” Now, that sounds like a very crusty definition doesn’t it? Here’s what it means.

In our normal, day-to-day activity, most of us have what I call an “Archie Bunker.” If you know the character from the old TV show All in the Family, you know exactly what I mean. He was an old cranky fellow who had a negative attitude about everything and everyone. Most people deal with an Archie Bunker voice inside themselves, and this voice tells them all the things they can’t do, all the things they shouldn’t do. It explains why they’re not good enough for something, or why they shouldn’t even try to attempt certain things.

That voice is the voice that probably tells you, “You’ve already been on a million stupid weight-loss programs. You already know they don’t work. Why are you even trying this one? You’re fat — face it. You’re never going to change.” And by golly, when it comes to hypnotherapy, then Archie Bunker has his brightest moment of all. “Hypnotherapy? Why — do you want to cluck like a chicken? Hypnotherapy’s a crock. It’s for people without any sense in their brains. Nobody really believes it works, and it sure isn’t going to work for you. Don’t even talk to me about hypnotherapy any more — it’s too ridiculous for words!”

Yes, that’s what Archie Bunker says, in spite of all the medical evidence about hypnotherapy; in spite of the fact that it is recognized even by the federal government. That is the voice that you have to get beyond, because it is the voice that will tell you it’s OK to cheat on the program just a little; or that it’s OK to listen to your emotional needs; and so on. But when you get into a deep state of relaxation, you’re able to let go of your Archie Bunker and enter into what the government calls “the establishment of acceptable selective thinking.”

Another crusty definition for the process of hypnotherapy, but another useful one. It means that in this deeper state, suddenly you get to decide what is good for you and what is not. It gives you the chance to start making decisions that were made for you years ago, before you had any sense about these choices. In other words, it starts putting you in charge of you, and puts to rest all of the programming you faced as a child, both from your friends and family, and from society as a whole. Why should friends, family, and society decide your life for you? They shouldn’t. And hypnotherapy gives you the chance to do something about that.

As I’ve said many times, it takes a guide[3] and a participant for hypnotherapy to work. You remember that old game,“Connect the Dots.” A pattern of dots is given to you, and as you connect them, the connected dots create a picture. Well, as a guide, I would create dots for you; as the participant, you would create the picture from these dots. In other words, I would take you into a deep, relaxed state of mind, and I would ask you to imagine unspecific scenes, or would ask you questions. You would fill in all the details of the scene. You would find the answers to the questions. You would hold the power of deciding things for yourself, but I would help take you to a place where those decisions were possible.

Let me give you an example. Let’s imagine that you’re in the relaxed state of hypnosis. Your eyes are closed so you have no visual input except what you imagine. Now I ask you to see yourself at the top of a staircase, beginning to walk down. What do you see? I don’t tell you what kind of wood the stairs are made of, or whether they’re covered with carpet. I don’t tell you if they’re narrow or wide or spiral stairs. All of this is up to you to create. Now, you reach the bottom of the stairs that you created and I tell you that your tongue is dry. Obviously I cannot make your tongue dry, but often the very suggestion — especially when you are an active participant in the work — can make your tongue dry indeed! (Do you notice your tongue getting dry just because you’re reading this?)

Now picture that you’re not even in a hypnotized state. Let’s say you’re visiting a friend’s house and her dog jumps up on you. Your friend says, “Get her off you — she’s full of fleas.” You push the dog away and you’re immediately in beta — wide awake, alert, and suddenly aware that you’re itching. The fleas didn’t jump on you, but you’ve got tiny itches all over. (Are you itching just because you’re reading this?)

You see … connecting dots. That’s what hypnosis really is. Two people on a journey together, one creating dots and the other creating pictures. As your guide on the CD, I can take you through the appropriate scenes and questions that will help you create new internal answers about self-esteem, self-confidence, weight loss, and so on — answers that lie in the subconscious mind, giving you new motives and habits. Creating new answers in the subconscious mind is the only way to guarantee that your weight will stay off for the rest of your life — because you’ll no longer have to battle against your deepest motives!

So once you’re finished battling against yourself, there’s one more battle you have to put an end to. This battle can be just as subtle and just as difficult as the one with your subconscious mind, especially because the enemy is in plain site … and you may not see it. The next chapter looks at that enemy and how to confront it and win.

Posted by at 11:51 PM | TrackBack

TROY: The Pursuit for Heroic Hair

Throughout history, women have waged war. Some have done so for love, others for honor and still more for…vanity? The battle for a good hair day has been ongoing since the beginning of time, or at least since the time of Helen, Queen of Sparta. In the summer blockbuster TROY, even the men are consumed with lustrous hair, not to mention rippling muscle.

For the everyday consumer, Brad Pitt hair may seem unattainable, but famed hairdresser, Angelo David is the ultimate weapon for defeating limp, lifeless hair. With his customized hair additions, Angelo pulls out the arsenal for adding length and volume to otherwise boring hair.

At the At the Angelo David Salon, the patron begins with a private consultation with Angelo David to establish the desired look and style. The hair is customized on a case-by-case basis to match each person’s color, texture and hair shaft thickness. The additions are blended with the hair to create flawless, natural looking long hair, contributing to an overall improved appearance and self confidence.

Only the highest quality human hair, imported from Europe and Asia, is used at the Angelo David Salon. The hair is platted before it is cut, therefore leaving the cuticle intact and all hair facing in the same direction. This ensures the hair is beautiful and manageable as well as long lasting. After the addition has been integrated with the patron’s natural hair, it can be colored, permed, straightened, combed and shampooed – it is essentially an integral part of their own hair.

The hair normally takes between two to seven days to make, and the extensions require one session of two to four hours. Several techniques may be used, including braiding, weaving, points, bonding and a new matrix system.

For more information contact Pierce Mattie's national media director; Lance Buckley "touted as the king of beauty pr" at 212.243.1431 and ask for the beauty pr division.

Posted by Beauty PR Publicist at 04:45 PM | TrackBack

May 17, 2004

Big Biceps for Fitness PR Professionals

Getting ready to do a fitness media tour with a client can make any publicist self conscious. Especially if your escorting them to Men’s Health, Men’s Journal or Maxim. The last thing you want to appear to your client and the media is limp, flat or muscle masked.

Roll up those sleeves, sport the La Coste polo it’s time for some bicep worship.

Try: 3 to 5 times a week, 6 to 8 repetitions, 2 seconds ups and 2 seconds down resting 150 seconds in between.

Preacher Curl: using the bench, the resistance comes from the downward force of gravity.

Concentration Curl: point your thumb toward the opposite leg and curl up.

Dumbbell Curl: palms should be at 180 degrees, face your palms upward as you pull up.

Dumbbell Hammer Curl: keep the dumbbells flat against your forefinger and don’t let your forearms give out before your biceps.

Reverse Barbell Curl: keep your back straight!

Wrist Extension: palms should face up and work the bottom of your forearms aka. wrist flexors.

Remember strong bodies = strong minds!

Posted by PMPR Analyst at 12:46 PM | TrackBack

May 16, 2004

David Sloniegura's Fitness Tips

Sun and the beach- the two mainstays of summer (most of the time). Some people like to actually broaden their horizons with a little summertime sports activity, but the underuse of their bodies during the winter months leaves them prone to injury- or worse yet, just plain tired. I've compiled a list of activities and the best exercise that can be done to prevent injuries or improve your performance.

Volleyball
Exercise: Front cable raises.
Purpose: Strengthens the front part of the shoulder in order to improve the volleyball swing.
Execution:
- Stand with your back toward the cable apparatus, holding the cable by your right side.
-Keeping your elbows slightly bent and wrists tight, raise your right arm diagonally in front of you.
-Hold this position for a second when your hand reaches your face level, then slowly lower your arm back to the starting position.
Repeat this movement 8-12 times with each arm.

Running
Exercise: Toe Raises.
Purpose:Strengthens the muscles of the front of the lower leg in order to help prevent shin splints.
Execution:
-Sit comfortably on a bench or a chair, knees bent at 90 degree angle.
-Keeping your heels placed firmly on the floor, raise your toe upwards towards your shins as high as they can go.
-Hold this position for a second before slowly lowering your toes back down.
Repeat 20-30 times with each foot. If this becomes easy, place an ankle weight around your toes.

Golf
Exercise: Oblique/diagonal crunches
Purpose: Strengthens the (oblique) abdominal muscles for a better golf swing; offsets injuries as a result of over-twisting of the torso.
Execution:
-Lay face up, keeping your knees bent and feet flat on the floor.
-Proceed to raise your right shoulder to your left knee as high as it can go, making sure you are performing a twisting motion and not a sit up motion.
-Hold this position brfore slowly lowering back down to the start position; do the same with your left shoulder to your right knee.
Repeat this movement 25 times with each shoulder, alternating between right and left shoulders.

Swimming
Excercise: Straight-arm cable push downs.
Purpose: Mimics the pulling movement used in the water when performing the front crawl or breast stroke.
Execution:
-Stand facing the cable, holding onto the bar with arms fully extended, feet positioned hip width apart or one in front of the other.
-While leaning slightly forward and keeping the arms straight apart, proceed to push the bar down until it is an inch away from your body.
-Hold this position for a second before slowly raising the bar up to starting position.
Repeat 10-20 times.

Cycling
Exercise: Hip Stretch
Purpose: Loosens up the Iliotibial band running along the outer side of each thigh to prevent tightness and inflammation at the knee from repetitive cycling or running (Iliotibial Band Friction Syndrome).
Execution:
-Stand at arms length from a wall, with the right side of your body facing the wall.
-Place your right outstretched hand against the wall, and cross your left leg over your right.
-Keeping this position, proceed to lean your hip into the wall while keeping your right arm outstretched.
Hold this stretch for 10-30 seconds, and repeat on the left leg.

David is dedicated to improving the health of people from all stages and walks of life around the globe, by providing comprehensive in-person exercise and nutrition training that is characterized by simple explanation, instruction and user -friendly programs that demistify the exercise industry. David has now branched into the field of management consulting, working with companies to design and implement fitness/wellness programs that serve to reverse the decline in physical, mental and spiritual health. David is sought for his expertise in both health and fitness and as well as his no-nonsense approach to program organization (including designing protocals for the recruitment of employees and volunteers) that leads to the the development and sustaining of healthier lifestyles, be it personal or community-wide. David had also played key roles in setting up grant proposals in order to receive sufficient funding for said programs, using the guiding principles of the Ottawa Charter for Health Promotion.

Posted by PMPR Sr. Analyst at 04:16 PM | TrackBack

May 14, 2004

Ojon� Restorative Hair Treatment

Ojon™ Restorative Hair Treatment
Ideal for dry, dull, damaged, natural or chemically-treated hair

Ojon™ Restorative Hair Treatment is a unique, highly-concentrated and versatile hair rejuvenator containing 100% pure Ojon™ palm nut oil — the same oil used by the Miskito Indians of Central America for over 500 years.

Ojon™ instantly hydrates and improves the condition of damaged, color-treated or processed hair without weighing it down. Fortifying, rebuilding and nourishing, it leaves hair extraordinarily shiny, silky and manageable. Ojon™ is color safe.

Central America’s Miskito Indians, living on the lowlands along the Caribbean coast, were encountered by Columbus on his fourth voyage to the Americas in 1502. Five centuries later, the Miskito live very much as they did then, comprising four sub-tribes with a total population of about 70,000.

Though many of the region’s Indian tribes have less than flattering names — Paya means “brute” while Jicaque and Sumu mean “uncivilized person” — the Miskito Indians are referred to as Tawira, or "the people of beautiful hair."™

The secret to their beautiful hair is Ojon™, a rich palm nut oil extracted from the tropical Ojon™ tree. This unique tree grows only in the rainforest of the Moskitia region of Central America. Ojon™ is a remarkably unique, 100% pure, highly-concentrated oil that instantly hydrates and improves the condition of damaged, color-treated or processed hair without weighing it down. Fortifying, rebuilding and nourishing, it leaves hair extraordinarily shiny, silky and manageable.

In a remarkable story of serendipity, this unusual product made its way into the home of an ad executive who had over a decade of experience in the beauty business. A relative from Honduras had come to visit Denis Simioni and his wife, leaving behind a baby food jar filled with an unusual brown paste. It sat on the shelf for two years.

One day after coming out of the swimming pool, Denis' wife noticed that her hair was very dry, brittle and unruly. She searched the bathroom cupboards for something to calm the frizz, and found her grandmother's jar. She decided to give it a try.

Simioni recalls that the results were amazing. “I couldn't stop playing with it, ” he says. “It was softer and shinier than I'd ever seen it.” He immediately set out to learn all he could about Ojon™ oil.

Grandma had apparently purchased the oil from an Indian who comes down from the mountains once a month to sell it on the street corner. It was the only source. The Ojon™ tree is unique to the rain forest of the Mosquitia region of Central America. Although the Moskito Indians had been using Ojon™ palm nut oil for centuries to clean, condition and protect their hair, it had never been exported beyond the region.

Before long, Denis was on a plane to Honduras to find out more about ojon oil from the people who knew it best. Remarkably, he set out to find the Moskito tribe not really knowing where to look. A five-hour ride in a run-down single-propeller plane landed them on a dirt road in the middle of nowhere. They hiked for two-hours before finding someone who could guide them further, chancing upon members of the Mopawi, a local non-profit organization dedicated to helping the Indians of the Mosquitia.

Now with more specific directions, Denis and his crew embarked on a five-hour small boat ride into the rain forest. Denis still recalls the experience with awe. “The boat ride was incredible – something out of National Geographic or an Indiana Jones movie. The Indian tribes live just as they did 500 years ago. The land was so pure and unspoiled.”

As the boat began to slow, Denis knew they had arrived at the Mosquitia. “They all had remarkably healthy, shiny hair,” he remarks, “…and no one was wearing a hat.” Other tribes they had encountered along the way wore hats to protect them from the blazing sun.

Speaking with the Moskito people, Denis learned that they wear Ojon™ in their hair all day long, and also use it as a body moisturizer – from the day they are born. The Moskito were pleased to impart all they knew about this rare natural treasure. They demonstrated each step in the lengthy and time-consuming process of harvesting the nuts and extracting the oil, which is all done by hand. In one year, a single Ojon™ tree produces approximately 8,000 nuts, enough to supply just three cups of pure Ojon™ palm nut oil .

Denis spent the next three years developing and testing Ojon™ formulations while a relationship with the people of the Moskito tribe grew. In cooperation with the Mopawi, he developed a corporate partnership involving 895 Moskito families. Ojon™ Corporation obtained exclusive worldwide distribution rights to the Ojon™ oil, and a portion of the profits from the sale of Ojon™ goes directly to the Moskito Indian tribes to help preserve their traditional lifestyle and the region's rain forests.

The company limits the annual harvest in order to protect the natural resource, and to ensure that authentic Ojon™ continues to be harvested and extracted by hand in the traditional way as a guarantee of purity and effectiveness. The Moskito tribes are consulted on all aspects of the business – from product development to marketing.

The rare Ojon™ palm nut oil is still harvested and extracted by the Miskito using traditional methods. From Central America it travels to a small village in Northern Italy where the oil is purified in order to preserve its potency.

Each step in harvesting and extracting the oil is done by hand by the Miskito Indians – a lengthy and time-consuming process. In one year, a single Ojon™ tree produces approximately 8,000 nuts, enough to supply just 3 cups of pure Ojon™ palm nut oil.

Because of the purity of our Ojon™ oil and the traditional methods used by the Miskito to extract it, slight variations in color, texture and scent are not uncommon between harvests. The results, however, are always the same. These variations also occur as each of the Tawira’s four sub-tribes harvests and processes its own oil from a different region of the rainforest. Because the people of each sub-tribe take great pride in their craftsmanship and the quality of their oil, we identify the source of the product on each jar as their personal seal of approval.

Ojon™ hair care products contain 100% pure Ojon™ palm nut oil – the same oil the Miskito have used for over 500 years


1. The Ojon™ tree grows exclusively in the rainforest of the Moskitia region of Central America. In one year, a single tree produces about 8,000 nuts – enough to supply just 3 cups of pure Ojon™ palm nut oil.

2. The Miskito cut the ripe nut cluster from the Ojon™ tree using a machete.  
3. They carry the clusters back to their village where they are stacked in the hot sun to dry.
 
4. The following day, the individual nuts are picked from the cluster by hand and washed in water.  

5. The nuts are then simmered in a pot of boiling water to soften the orange outer shell.
 
6. The nuts are transferred to a wooden barrel where they are smashed with a log to loosen the peel. The peel is completely removed by hand and the brown nut inside is washed.  

7. The women of the village crack each nut by hand to extract the kernel.  
8. The kernels are then cooked over a fire until the precious oil is extracted.
*It takes approximately 8,000 nuts in order to make 3.5 cups of pure Ojon™ palm nut oil.
 
9. The hot oil is then poured into a glass bottle. As it cools, it becomes a paste.  
10. From Central America it travels to a small village in Italy where the oil is carefully purified so that its potency is preserved.

For more information on Ojon Hair Care please call Pierce Mattie Public Relations, Inc.'s national media director; Constance Marie Wherrity at 212-243-1431 ext. 302

Constance Marie Wherrity touted as the "queen of beauty pr" by her peers was recently honored with the Pierce Mattie Media Tour of the Year Award. Wherrity stationed at the Manhattan office, leads the company in hair care marketing.

Posted by Beauty PR Publicist at 05:02 PM | TrackBack

Feet Treets

Foot problems and their solutions revealed.

YELLOW NAILS
FACT: Yellow nail syndrome is characterized by yellow nails that lack a cuticle, grow slowly, and are loose or detached—OUCH!

SYMPTOMS: Yellowish tint to the nail and cracked, brittle feeling on the nail bed.
PRODUCTS SUGGESTED: -Spa Pedicure Foaming Sea Soak by Creative Nail Design ($14.00 www.creativenaildesign.com)
Cleanse, sooth and deodorize your fabulous feet with this lightly foaming freshly scented marine botanical foot soak.
-Creative Nail Design Enamel colors-Times Square and Kings Ransom Polish ($10.00 each www.creativenaildesign.com)
These colors are great to cover up that yellowish color that makes the toes look dull. Add some life and be funky with these two metallic shades by Creative Nail Design.

CORNS
FACT: Corns are also areas of hard, thick skin. They're usually made up of a soft yellow ring of skin around a hard, gray center. They often form on the tops of the toes or in between toes. Like calluses, corns come from pressure or repeated rubbing of the toes. Corns are so painful you’d rather walk barefoot!
SYMPTOMS: Corns can be identified as a hard growth on the skin of the toes. There is pain on direct pressure against the corn and sometimes redness and swelling around the corn.
PRODUCTS SUGGESTED:
-Citrus Salt Scrub by BodyTools ($20.00 www.labodytools.com)
A refreshing foot citrus salt glow scrub is made from a special blend of salt crystals infused with the finest natural oils.
-Totally Nutty Walnut Shell Foot Scrub by (pH) Beauty ($4.99 www.phbeauty.com)
Made with naturally conditioning nut oils and shea nut butter, Totally Nutty™ Walnut Shell Foot Scrub is the ultimate foot treatment that will smooth and soften your feet.
-One Step Corn Removers by Dr. Scholls ($5.99 www.drscholls.com)
Just what the doctor ordered to get rid of those corns; that I might add are not the edible ones!

WARTS
FACT: Warts (Verruca Plantaris) are caused by a virus and are contagious. They may grow singularly or in groups.
They are painful and appear particularly on the bottom of the feet. Conservative treatments include topical medicines and patches. Other options are surgery—double OUCH! Since warts are caused by a virus, they can recur.
SYMPTOMS: Usually skin-colored and feel rough to the touch, but they can be dark, flat and smooth.
PRODUCTS SUGGESTED:
-Dr.Scholls One Step Wart Remover ($8.99 www.drscholls.com)
The almost no embarrassment band-aid looking Wart Remover by Dr. Scholls is the perfect answer.

ATHLETES FOOT
FACT: Athlete’s foot is a fungal infection, tiny plant-like “germs," that can grow and multiply on human skin, especially the feet. It grows best in a dark, moist, and warm environment. A foot inside a shoe is the perfect place for the fungus.
SYMPTOMS: The skin between the toes (especially the last two toes) peels, cracks, and scales. There may be redness, scaling, and even dryness on the soles and along the sides of the feet. Athletes foot may also produce itching and burning of the feet.
PRODUCTS SUGGESTED:
-Antifungal Liquid Spray for Athletes Foot by Lotrimin ($7.99 www.lotrimin.com)
Is a quick relief to the itchy, burning and redness that occurs from athlete’s foot. For those of you guys wondering, you don’t have to be an athlete to get athlete’s foot!

OILY FEET
FACT: In this type of skin, the oil producing sebaceous glands are overactive and produce more oil than is needed. The oil oozes and gives the skin a greasy shine. Oily feet are also caused by lack of oxygen and can cause the foot to smell nasty. Oily feet can be hereditary, diet, hormone levels, humidity and hot weather.
SYMPTOMS: Constantly sweaty feet that smell really bad!
PRODUCTS SUGGESTED:
-Body Powder by Dr. Hauschka ($27.95 www.drhauschka.com)
Deodorizes and absorbs antibacterial properties while relieving and soothing. The powder dissolves the extra oil that accumulates on the feet and causes it to have a raunchy smell.

STINKY FEET
FACT: Nobody likes to be near people who smell, especially their feet.
SYMPTOMS: A green cloud that rises from the foot when the shoe is removed.
PRODUCTS SUGGGESTED:
-Old Spice High Endurance Body Spray ($3.18 www.oldspice.com)
Old Spice Body Spray’s Pure Sport scent eliminates unwanted smells immediately when applied. Spray until the malicious stench from the feet has evaporated!

DRY FEET
FACT: Dry feet can cause the skin on the heal and balls of your feet to harden and crack. Can be very painful and would need intense moisturizing agents to heal. SYMPTOMS: Dry, chapped skin on the heal and balls of feet. The skin begins to peel in some spots.
PRODUCTS SUGGESTED:
-True Blue SPA Shea Butter Foot Cream ($14.00 www.bathandbodyworks.com)
Shea butter is the ultimate moisturizing ingredient that will make your feet feel so silky smooth. This foot cream will make you want to knock your socks off.
-After any harsh treatments to your footies try SpaPedicure Marine Masque by Creative Nail Design ($35.00 www.creativenaildesign.com). This is the vital treatment to sooth and calm your feet and make them feel brand new. Now you’re ready for some serious dancing…maybe even barefoot!

***

Posted by at 01:06 PM | TrackBack

May 13, 2004

Hands and Feet Through Time by Jan Nordstrom-Arnold & Pierce Mattie

You’re invited to take a walk from infancy to elderly—the long journey of the hands and feet. On an ordinary day, an average person walks 5,000 steps; in a lifetime, 50,000 miles. Consider the major role hands and feet play in basic functioning, and you will understand the amount of abuse the hands and feet sustain just going from the bedside to the workplace.

Nail Growth
Nail growth is stimulated greatly by good nutrition and can be affected by general health or disease. Growth depends on age, gender, time of year and hormones. For example, men’s nails grow faster than women’s nails, nails on the toes grow slower than nails on the hands and pregnant women’s nails tend to grow quickly because of a shift in hormones. Nails also grow more quickly in warmer weather. Children’s nails grow an average of two inches per year and as an adult, they grow at about 0.1 mm per day, the same rate that the continents shift.

Hands and feet can reveal personal grooming habits and typically reflect a person’s general state of health, but they also can be an indicator of age. Properly cared for nails, hands and feet project a well-polished look that most women seek to achieve.

Infants
As an infant, the nails grow rapidly and are very delicate and sharp. Babies often scratch themselves if their nails are not properly trimmed once or twice a week. When a child is born, none of the bones in the foot are completely formed—the bones actually still are cartilage that has not calcified, so a baby’s feet can be very flexible.

Young Children
Nail biting and thumb sucking are very common in young children and can be a very bad habit. Approximately one-third of elementary-aged students and one-half of adolescents bite their nails and roughly one out of every three children ages 1-4 will suck their thumb, at least for a period of time.

Girls
Girls as young as 10 have been taking care of their nails and frequenting nail salons more often. Regular care and attention paid to nails at an early age will train young women to practice good grooming.

Young women
Heavily pigmented nail polish can stain the natural nail, so women who paint their nails are sometimes surprised to remove their polish and find their nails have become discolored. Discoloration can be prevented with a good base coat. The discoloration can be removed by rubbing pure acetone over the nails until the color is gone. Moisturize afterward to counteract the drying effect of the acetone. It’s also recommended to polish the nails no more than twice a week, as repeated removal can dry out nails.

Men
A common problem in men between 40 and 65 is nail fungus. Nail fungus is an infection that usually occurs in the toenails when tiny organisms called dermatophytes enter from beneath the nail or a damaged area of the nail. Women suffer fungal infections as well, but they are most common in the foot of a male. Fungal infections occur when a fungal organism is trapped in a warm, dark area where moisture is present, such as a sweaty dress sock, and injury or illness created an opportunity for infection to occur.

The Elderly
In the later stages of life, the elderly experience many problems with the hands, feet, skin and nails. Circulation begins to slow, especially in the feet, skin becomes thin and dry, and nails can become ingrown and thickened. Problems in the feet for the elderly can lead to more problems than foot pain, discomfort or infection. With age, the nails become brittle and maintaining a pedicure can be difficult. The nails can become thicker and more susceptible to problems or infection. Circulatory problems don’t allow as much blood to the foot and can hinder the healing process of minor cuts or scrapes, causing them to develop into lesions or infection.

Jan Nordstrom-Arnold is a co-founder of Creative Nail Design.

****

Posted by at 01:21 PM | TrackBack

May 12, 2004

Pierce Mattie's Dental Picks

Americans spend an estimated 60 billion dollars a year to treat bad breath and yellow teeth. Whether your goals are to lighten your teeth, have fresh breath or improve the condition of your lips, the tooth fairy is here, so listen up.

Problem: dirty mouth, bad taste, mouth odor
Solution: Denblan Toothpaste, by Darphin $18.00 at www.neimanmarcus.comActive ingredients of mint, fennel, angelica, parsley and pineapple stem extracts that prove to whiten teeth and protect sensitive gums. With refreshing taste and long lasting menthol breath, Denblan will provide a thorough cleansing regimen that will leave breath invigorating and your smile attracting.

Problem: Cotton mouth, stale breath
Solution: Weleda Mouthwash Concentrate $7.95 at usa.weleda.com
Refreshes mouth and breath with myrrh and krameria, all while soothing and toning your gums with every rinse and gargle. Weleda’s healing ingredients work actively to promote oral health, leaving you confidant to shimmy out that door.

Problem: dull lips
Solution: Urban Decay’s XXX Shine Cooling Lip Gloss $15.00 at urbandecay.com
Juiced up with essential vitamin E for extra conditioning and a subtle hint of peppermint enough to stimulate your lips and even your breath. The light clear shine leaves a polished look that is lustrous with added healing and cooling effects leaving you smart and your lips super sassy.

Problem: mildly yellow teeth
Solution: GOSMILE sold on www.beauty.com
Created by Dr. Jonathon Levine, a renowned aesthetic dentist, is the innovative tooth whitening technology with a flip, squeeze and apply method that will leave you out the door in no time. Active ingredients of free oxygen molecules and 6% hydrogen peroxide, the highest concentration available over the counter, whiten and brighten teeth 3-5 shades lighter while helping oxygenate soft gum tissue and eliminating bacteria, leaving you feeling and especially looking your best.

When will you see results?
Many GoSMILE™ fans see a difference after a single application! To bring your truest smile to life, use GoSMILE™ twice a day for 14 consecutive days. Then, depending on your stain index (see survey below to get your prescription), I recommend using GoSMILE™ as a maintenance program, usually 1 - 2 times per week to preserve your smile and to improve overall oral health.
For best results, get your GoSMILE™ prescription by taking the survey below...

How many cups of coffee do you drink per day?

1 cup (1 point)
2 cups (2 points)
3 cups (3 points)
4 or more (4 points)

How many glasses of red wine do you drink per week?

1 glass (1 point)
2 glasses (2 points)
3 glasses (3 points)
4 or more (4 points)

How many cigarettes do you smoke per week?

1-9 cigarettes (2 point)
10-19 cigarettes (4 points)
20 or more (8 points)

How many cigars do you smoke per week?

1 cigar (2 point)
2 cigars (3 points)
3 or more (5 points)

Do you eat / drink the following once a week?

Blueberries
yes (1 point)
no

Strawberries
yes (1 point)
no

Soy Sauce
yes (1 point)
no

Coca-Cola
yes (1 point)
no

Total # of points out of 24__________________

STAIN INDEX =
0-4 pts. GoSMILE™ Prescription = twice per week
5-7 pts. GoSMILE™ Prescription = every other day
8 or more pts. GoSMILE™ Prescription = 1x/day (every day)

Problem: cracked dehydrated lips
Solution: Caudalie Lip Conditioner $15.00 on www.sephora.com
Contains anti-oxidant ingredients that leave lips feeling like they were indulged to a genuine beauty treatment at a spa. The creamy texture of the conditioner softens, repairs, moisturizes and protects those lips for you all in one tube, so you get back to focusing on more important things.

Problem: Tongue issues
Solution: Seki Edge Tongue Cleaner $13.00 at 1-888-965-2824
We all want to be able to kiss and tell, but with dental research indicating that 85% of odor causing bacteria is found on the surface and back of the tongue, you can’t help but get that cotton-mouth sensation just thinking about it. Seki Edge Tongue Cleaner is clinically proven to gently scrap your tongue and effectively decrease all that bad breath causing bacteria so you won’t have to be rummaging for gum as a cover-up.

Problem: Super school bus yellow teeth
Solution: Zoom professional treatment with Dr. Juan Quintanar in New York City call 212-619-4945.
Did you know that 83% of people believe their teeth are more important to their appearance than both their hair and eyes! With a statistic that high there’s only one thing left to do. Zoom! In-Office Whitening System offers a new breakthrough teeth-whitening technology that is ideal if you are looking for immediate results. In just one office appointment that lasts a little over an hour, a light activated gel will gently penetrate your teeth removing deep stains and discoloration to an average of 8 shades lighter. For the busy individual on the go, make an appointment with Dr. Quintanar down on Wall Street to keep those teeth sparkling.

Posted by Constance at 08:14 PM | TrackBack

Male Skin Types

By John Cypher

Typing is something men do everyday—different types of cars, food they eat, clothes they wear and types of things they do for entertainment. Skin typing is not really new for women, but it is brand new to men. Men now have choices now when it comes to their skin. Different types of skin mean different choices in various skin care products.

Some men seem to lack interest in skin care regimens simply because they were not taught about skin types or product information. For example, bar soap may be inexpensive, but the ingredients alone will dehydrate the face creating more dry, flaky skin to build up in the pores. High-alkaline soaps in particular are not pH-balanced and can strip the skin of its natural moisture. Facial cleansers are pH-balanced, which makes them safer for the skin and less harsh.

Men and women may not share a lot of the same physical characteristics, but men should follow women when it comes to skin care. Guys complain when the ladies are in the bathroom for excessive amounts of time, but what they don’t realize is not only are they getting pretty for their venture out in public, but they are protecting their skin. Just like women, men have different skin types—combination, normal/oily and dry/sensitive.

Oily skin needs a cleanser that is gel-based because the ingredients are stronger. Dry/sensitive skin needs a cleanser that is milk-based for soothing and conditioning effects. A gel cleanser would be too harsh for dry and sensitive skin. All skin types should be cleansed, toned and moisturized on a daily basis and occasionally refined. Taking care of the skin can prevent early signs of aging, breakouts and other skin problems.

It seems as though women worry more than men do about a number of things including skin care. Today, men are more in tune with their physique, clothing and are evolving into skin care.

Environment and lifestyle
As men age, the environment—along with everyday activities—play a role in the condition of their skin. Sun, wind, pollution, heating systems, aging and other life activities can affect the skin. More and more men are turning to skin care professionals for help with skin problems, because most of them wait until it’s too late. Between a man’s active lifestyle and the harsh effects of shaving—taking care of the skin is crucial. It is important for guys to know what type of skin they have in order to establish what type of regimen to follow.

Shaving is another factor that will affect the pores. For many men, ingrown hairs are a serious but common side-effect of shaving. They occur when the facial hair grows back into the pores instead of outward through the surface. Infections transpire when the body rejects the ingrown hair by viewing it as a foreign object, attacking it. This is common especially for men who have thick, coarse or curly facial hair. Using a potent, but safe ingredient on the face will help reduce or even eliminate ingrown hairs and can help keep pores free of infections and dead skin cells. Lactic acid is an example of an ingredient that will help reduce infections from ingrown hairs.

Combination skin
Combination skin. This is the most common skin type among men. It is a combination of oily and dry pores around the “t-zone.” One part of the skin may be dry while another is oily. The term t-zone refers to combination skin types where the forehead, nose and chin are oily, but the cheeks and the area around the eyes are either normal or dry. This will fit the majority of combination skin types except for a small percentage that may have symptoms such as a pimply forehead or cheeks that are dry where all else is normal. In some cases, the skin could be normal everywhere outside the t-zone and this still would be considered a combination skin type.

Some ingredients that are found in products for combination skin types are:

Cucumber—A natural, soothing extract used to cleanse, heal, firm and preserve skin since the days of the ancient Egyptians.

Rosemary—Used by herbalists for its natural antibacterial and antioxidant properties.

Silk amino acids—Secretions of the silk worm known to keep water and
moisture in skin.

Sage—Used by herbalists for its natural antibacterial and antioxidant properties.

Normal to oily skin types
Normal to oily skin types. This type of skin is characterized by shine. Normal skin is a mix between oily and all skin types, but since it inhibits the same characteristics of oily skin, normal/oily are joined together in the same category.

Normal skin is not too oily or dry. There may be a few blemishes or some redness, however the skin is firm and generally smooth with small to medium-sized pores. Normal skin types have regular deep circulation and its secretions of natural oil are sufficient to insure a good humidity rate without obstructing the pores. The skin’s deep fibers are flexible and resistant because the collagen is healthy. Normal skin has an equal balance of water and oil, making it naturally well-moisturized.

Oily types. This type of skin is best recognized by large pores that are known to secrete sebum leaving a shiny look to the skin. This skin type results from overactive oil glands; the oil helps retain dead skin cells in the hair follicles that can lead to blockage of the pores and cause blackheads. The dead skin cells may darken with exposure to the air, forming blackheads. These recurring blackheads can cause the skin to feel coarse. There is also a tendency for oily skin to have whiteheads, pimples and other types of clogged pores. Often, individuals who have oily skin will have a tendency to develop acne in their teen years. Since there is an excessive amount of oil being produced, the skin tends to appear and feel thick. Oily skin also tends to attract more dirt than dry skin.

The trick with normal to oily skin is to find products that will help keep skin hydrated while minimizing breakouts and shine in the oily areas. An easy way to test for oily skin is checking for residues left on a tissue after wiping areas around the t-zone. Active ingredients in products for normal to oily skin are very important. Here is a list of some key ingredients:

Papaya (papin)—A tropical fruit whose enzyme papin dissolves unwanted proteins and other dead materials.

Silk amino acid—Secretion of the silk worm known to keep water and moisture in skin.

Sugar cane—Contains alpha hydroxy acids used by dermatologists in peels to exfoliate and remove surface impurities.

Allantoin—Recommended by herbalists for wound healing because of its natural anti-irritant and anti-inflammatory properties.

Lactic acid—A natural alpha hydroxy acid found in milk that exfoliates by breaking the binds of skin cells to dead skin cells or bacteria.

Sensitive and dry skin types
Sensitive skin. Naturally smaller pores and under-productive sebaceous glands cause the skin to dehydrate, flake and feel tight, as well as cause premature wrinkles. As time passes, oil production in the glands slows down, forming wrinkles. This skin condition is irritated further by sun exposure and other environmental factors. Sensitive skin types burn more easily in the sun than other types and they have more sensitivity to cosmetics or topical products, particularly if perfumed, and may experience rashes or a burning sensation due to overexposure to wind, sun, and extreme shifts in temperature. Visible broken capillaries, veins and vessels beneath the skin’s surface are another indication of sensitive skin. Men with sensitive skin should purchase products especially designed for sensitive skin types—the ingredients are mild but still effective.

Dry skin. In most cases, sensitive skin is tied in with dry skin. Some products may combine the two skin types into the same category because both skin types need similar nourishment. These types of products are gentle and are designed not only to prevent aggravation of the skin, but also to calm and soothe current irritations as well as avoid future ones. It is essential for men with dry or sensitive skin to stay away from products that contain alcohol and when washing the face, the skin should not be over stimulated. This can cause redness and irritation. For dry skin, pores tend to be smaller because less oil is produced.

All men should moisturize, but it is particularly important for men with dry skin to regularly hydrate their skin in order to prevent flaking. Without adequate moisture, dry skin easily can become chapped and irritated. Moisturizers provide a protective barrier between the air and the face and help hold water in the skin. As dry skin ages, it’s more likely than other types to become wrinkly.

There are different types of skin disorders that can produce the appearance of the dry skin type including dermatitis, eczema or psoriasis.

Mild and natural ingredients help protect sensitive skin and allow healthy formation of new skin cells. Some active ingredients that facilitate this include:

Vitamin E—Products rich in vitamin E aid in the production of red blood cells, protect tissue and slow visible signs of aging.

Aloe—Relieves irritated skin, softens skin and also combats signs of aging.

Palm kernel acid—Derived from African palm oil tree, it naturally moisturizes skin.

Sandalwood—A bacterial-fighting oil that eases dry, chapped skin, it also corrects damaged skin and promotes the growth of new cells.

Protect the skin you’re in
No matter what skin type you are, drink eight 8-oz. glasses of clean, clear water a day and wear sun block every day. Just two minutes of sun exposure causes damage to the skin. Wearing a hat or riding in a car does not provide sufficient sun protection, as the rays penetrate the window. Daily cleansing and moisturizing, and weekly masking and exfoliation are absolute musts in the home care regimen to have great looking skin.

It absolutely is vital for men to take care of their skin and understand the consequences. They should get to know their skin type so that they can choose a skin regimen that is right for them. Not all products have the same results on various skin types. If a man understands his skin type, he may help his skin look its best and keep it looking great in the future.

****

Posted by at 03:57 PM | TrackBack

Circulation Figures

CONSUMER
MAGAZINE

Beauty
Allure 957,276
Cosmopolitan 2,963,351
Elle 989,728
Glamour 2,509,566
Harper’s Bazaar 718,834
In Style 1,660,193
Jane 663,222
Lucky 779,521
Marie Clair 952,223
Redbook 2,380,410
Vogue 1,245,490
W 471,265

Lifestyle
Child 1,043,246
Family Circle 4,671,052
First for Women 1,534,370
Good House Keeping 4,708,964
Ladies’ Home Journal 4,101,280
Martha Stewart Living 2,323,129
More 723,066
O, the Oprah Magazine 2,275,599
Parents 2,237,891
Town & Country 431,491
Woman’s Day 4,167,933
Woman’s World 1,668,482

Fitness/Health (female)
Fitness 1,197,638
Health 1,407,660
Muscle & Fitness Hers 284,280
Self 1,284,604
Shape 1,692,690

Entertainment/Celebrity
Entertainment Weekly 1,635,623
People Weekly 3,617,127
US Weekly 1,065,589
Vanity Fair 1,107,802

Men’s
Details 417,631
Esquire 720,894
FHM 1,056,587
GQ 775,084
Maxim 2,569,172
Men’s Fitness 635,150
Men’s Health 1,659,594
Men’s Journal 620,614
Playboy 3,217,269
Stuff 1,170,555

Teen
Cosmo Girl! 1,054,638
Seventeen 2,431,943
Teen People 1,651,723
YM 2,262,574

Ethnic
Essence 1,052,925
Honey 387,999
Latina 230,371

Gay
Genre 100,000
OUT 115,806

TRADE MAGAZINE
American Salon 133,000
American Spa 30,000
Beauty Launchpad 60,000
Cosmetics & Toiletries 2,924
Day Spa 32,585
Dermascope 20,000
DNR (Three times per week) 14,665
Les Nouvelles Esthétiques 20,000
Modern Salon 120,590
Salon Today 25,000
Soap and Cosmetics 40,000
Spa Finder (Quarterly) 300,000
Skin Inc 13,000
WWD 43,200

NATIONAL NEWSPAPERS
The NY Times (Weekday) 1,194,491
The NY Times (Sunday) 1,735,059
The Wall Street Journal 1,943,601
USA Today 9,000,000

OTHER MAJOR NEWSPAPERS
The Washington Post (Weekday), 1,600,000
The Washington Post (Sunday) 2,400,000
The Chicago Tribune (M-TUE) 536,469
The Chicago Tribune (W-F) 689,026
The Chicago Tribune (SAT) 568,022
The Chicago Tribune (SUN) 1,016,103
The Los Angeles Times (M-W) 959,863
The Los Angeles Times (THU-SAT)1,011,732
The Los Angeles Times (SUN) 1,394,544
The Miami Herald (M-SAT) 327,105
The Miami Herald (SUN) 443,752

Posted by at 03:06 PM | TrackBack

May 11, 2004

The Van Helsing Unleash Hair of Legendary Lengths & Proportions

(New York, NY) With the onslaught of the summer blockbuster season, America will be turning to the silver screen for the hottest new trends and hairstyles. The Basic Instinct might be to go for Sharon Stone’s chopped crop, but this summer every woman, and man for that matter, will be flocking to their hairdresser for what NYC’s premier hair-designer, Angelo David, is taughting the “Van Helsing.”

When Hollywood stars need to go from short to long hair for a movie role, they don’t have time to grow it themselves. Instead, they turn to a skilled hairdresser, like Angelo David, to give them the dramatic hair transformation their character calls for. After finishing X2, Hugh Jackman was scheduled to start principal shooting on Van Helsing immediately, and had to dramatically change his hairstyle. He turned to hair additions to achieve his sultry locks. “By integrating real human hair, anyone can instantly lengthen and volumize their hair,” says Angelo.

At the Angelo David Salon, the patron begins with a private consultation with Angelo David to establish the desired look and style. The hair is customized on a case-by-case basis to match each person’s color, texture and hair shaft thickness. The additions are blended with the hair to create flawless, natural looking long hair, contributing to an overall improved appearance and self confidence.

Only the highest quality human hair, imported from Europe and Asia, is used at the Angelo David Salon. The hair is platted before it is cut, therefore leaving the cuticle intact and all hair facing in the same direction. This ensures the hair is beautiful and manageable as well as long lasting. After the product has been integrated with the patron’s natural hair, it can be colored, permed, straightened, combed and shampooed – it is essentially an integral part of their hair.

The hair normally takes between two to seven days to make, and the extensions require one session of two to four hours. Several techniques can be used, including braiding, weaving, points, bonding and a new matrix system.

For more information, log on to www.InternationalHairSalon.com, or contact Lance Buckley at 212.243.1431 ext. 302 or lance@piercemattie.com.

Posted by PMPR Sr. Analyst at 06:04 PM | TrackBack

Institut� DERMed Announces the Celebration of the Female Form

Institut’ DERMed is pleased to announce it will be holding a month long event titled “Celebration of the Female Form,” in honor of May, Skin Cancer Awareness Month. The idea of the event is to celebrate the Female Form by encouraging and educating women to take care of their skin from head to toe.

The event will include the unveiling of the newly remodeled Institut’ DERMed Spa in Buckhead, a feminine art exhibition, facial and body treatment specials, sunscreen samples, complimentary cosmetic surgery imaging, skin cancer screenings and skin consultations with Lyn Ross, founder of Institut’ DERMed. There will also be a daily drawing for a $100 gift certificate for Institut’ DERMed Skin Care Products.

Important Dates to Remember:
Monday, May 3 – Client Appreciation Day
Complimentary Skin Analysis by Lyn Ross, Founder
Feminine Art Exhibit, Giveaways and Spa Cuisine
Tuesday, May 25 – Meet the Artist, at Parish Kohanim Gallery

Skin Cancer Screenings (at Buckhead Location Only):
Thursday, May 6 – Dr. Carmen Kavali of Cavali Plastic Surgery

Friday, May 14 – Dr. Linh Tran of Atlanta Dermatologic Surgery Consultants

Tuesday, May 18 – Dr. Randall Rudderman of Randall H. Rudderman, M.D. Plastic Surgery

Tuesday, May 25 – Dr. Brian Maloney of the Maloney Center

Gift Packages Include:
Sumer Skin Care Package
$99 – value $144
Institut’ DERMed Brightening Skin Cleanser
Institut’ DERMed Glycolic Lightening Gel
Institut’ DERMed Brightening Skin Polish
Institut’ DERMed Vital C Mask

Head to Toe Sun Perfection
$99 – value $170
Institut’ DERMed Glycolic Peel
Airbrush Tanning
Institut’ DERMed SPF 25
Institut’ DERMed Vital C Serum

For more information on Institut’ DERMed events, products or services consumers may call 404-261-5199 for the Buckhead Spa and 404-459-6825 for the Dunwoody Spa. All press should direct inquiries to Constance Marie Wherrity at Pierce Mattie Public Relations, Inc. at 212-243-1431 ext. 306 constance@piercemattie.com

About Institut’ DERMed
Institut’ DERMed offers the latest in technologically advanced skin and body care. Institut' DERMed specialists are committed to providing serious skin care, delighting clients with unsurpassed attention to detail in treatments and interactions, offering outstanding state-of-the-art personal services and developing innovative products that will attain results and ensure client satisfaction.

Posted by Constance at 05:21 PM | TrackBack

May 08, 2004

International Congress of Esthetics - Long Beach 2004

General Session Schedule Received!
We have just received the schedule for Long Beach 2004's general session. Please look below to find out when and where it's all happening. More information on the new 2004 show is coming soon, so please check back with us for updates.

SATURDAY

10:15 am
Moving Beyond Metrosexual Mania (demo)
with Pierce Mattie

International Congress of Esthetics page visit site link.

If you are a new exhibitor, request a free exhibitor kit for this show.

11:00 am
Skin Rejuvenation – Medical Techniques and Results
with Dr. Mark Rubin

11:30 am
Computer Make-Up Design (demo)
with Michael Key

12:15 pm
25 Ideas for Marketing your skin and Body Care Business
with Amby Longhofer

1:00 pm
Scent-sational Spa Services (demo)
with Linda Anne Kahn

SUNDAY

10:00 am
The Beauty Secrets of Energy Massage (demo)
with Monica Roseberry

10:45 am
The Business of Bridal Makeup (lecture/demo)
with Sally Van Swearingen

11:30 am
How to Initiate Clients to Medical Service and Patients to Spa Services
with Manon Pilon

12:00 pm
Hyperactive Skin – Color Corrective Treatment and Tools (demo)
with Kathryn Leverette

12:45 pm
The Spirit in Service
with Holly Stiel

Posted by at 07:59 PM | TrackBack