Consumer Demand for Natural Personal Care Products Continues to Grow

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C. J. Buck, CEO of Xenna Corporation, which distributes natural foot care products, says that in addition to department stores and supermarkets, both chain and independent pharmacies are continuing to expand their offerings of natural products. Buck says, "Consumers are looking for advice, recommendations, and natural choices." For those seeking natural foot care products, NonyX Nail Gel for yellow, discolored nails is a logical choice. It softens and exfoliates keratin debris - the discolored, yellow or thick granular buildup under nails which is the actual source of embarrassing toenail or fingernail discoloration, using natural ethanoic acid."

According to the Natural Marketing Institute, sales of personal care products experienced the second-biggest percentage of growth (14%) in 2004, following foods and beverages. Substantiating the trend, market research publisher Packaged Facts projects the natural personal care market will climb to $7.9 billion by 2009, driven by widespread consumer concern about toxic ingredients; not only in foods, but in deodorants, skin care and other personal care items.

Consumers are drawn to personal care products containing natural ingredients because they are perceived as being both healthier and as having higher standards of quality, enabling manufacturers to charge higher prices for products derived from them. This perception has injected value into the market and, according to Euromonitor, driven packaging developments "which convey fresher, more upscale appearances for natural products. Origins and Aveda, for example, have achieved success by emphasizing the quality of their products, which in turn have prompted smaller producers to introduce competing products and rejuvenate their packaging."

Upscale department stores such as Nordstrom's in the US are taking advantage of the growing interest and are expanding their selections. "Natural supermarket" chains and health food stores, such as Whole Foods in the US, are also educating consumers on the benefits of natural personal care products.

C. J. Buck, CEO of Xenna Corporation, which distributes natural foot care products, says that in addition to department stores and supermarkets, both chain and independent pharmacies are continuing to expand their offerings of natural products. Buck says, "Consumers are looking for advice, recommendations, and natural choices." For those seeking natural foot care products, NonyX Nail Gel for yellow, discolored nails is a logical choice. It softens and exfoliates keratin debris - the discolored, yellow or thick granular buildup under nails which is the actual source of embarrassing toenail or fingernail discoloration, using natural ethanoic acid."

According to the September 5, 2005 issue of Mass Merchandising Retailer, NonyX Gel is one of "a growing number of topical products that have come to market promising to address the problem of yellow, discolored nails." MMR also reports that "Xenna Corp., which has carved out a niche for itself in the foot care category with the success of its NonyX Nail Gel…. has now developed a product that is called CalleX Dry Heel Ointment."

Buck says "One of the main advantages of CalleX Dry Heel Ointment is that it's acid-free. It exfoliates using natural enzymes, thinning thickened skin areas and removing dry, scaly skin without burning, stinging or other irritation." CalleX has been sold to podiatrists for several years. After a successful year exclusively in Longs Drug Stores, Xenna is now looking at broader distribution. "The exclusivity gave Xenna a chance to optimize the item's pricing," says Buck. MMR reports that Xenna "has established itself as an exfoliants specialist with NonyX, which has seen steady sales growth since its launch two years ago." Both NonyX Nail Gel and CalleX Dry Heel Ointment are diabetic-friendly.

Buck says, "Consumers are no longer resistant to purchasing high-price personal care products in supermarkets, and stronger HB&C margins counterbalance ever-thinner grocery margins. All of these trends explain why CalleX and NonyX are the right products at the right time for foot care."

NonyX Nail Gel can be purchased in the footcare section of Walgreens, Rite Aid, Longs, Drug Emporium, Brooks, Duane Reade, Eckerd and many Medicine Shoppe drugstores. It is also available at HEB, Roundy's and Brookshire grocery stores, through podiatric physicians, independent pharmacies and online at http://www.drugstore.com, http://www.FootSmart.com and http://www.xenna.com.

CalleX Dry Heel Ointment is now available in the footcare section at Longs and many Medicine Shoppe pharmacies, as well as from podiatric physicians and online at http://www.drugstore.com and http://www.xenna.com. To view photos, click on http://www.xenna.com.

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