In 2009, Americans Over 40 Turning to Natural Products in Search of "The Middle Way" to Look Good Naturally

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According to "Top Ten Trends for 2009" published on January 7, 2009 by the Natural Marketing Institute (NMI), Americans are "recalibrating" their lifestyles to reflect an approach grounded in what's being called "The Middle Way." According to Carol J. Buck, CEO of Xenna Corporation (http://www.xenna.com) the reason is that "We've all become increasingly concerned about the environment and the ingredients in the products we consume, from food to personal care items. Americans over 40 are also driven to natural products by a desire to 'look good for their age,' from head to toe."

According to "Top Ten Trends for 2009" published on January 7, 2009 by the Natural Marketing Institute (NMI), Americans are "recalibrating" their lifestyles to reflect an approach grounded in what's being called "The Middle Way." According to Carol J. Buck, CEO of Xenna Corporation (http://www.xenna.com) the reason is that "We've all become increasingly concerned about the environment and the ingredients in the products we consume, from food to personal care items. Americans over 40 are also driven to natural products by a desire to 'look good for their age,' from head to toe."

According to NMI's "2009 Trends" report, "For personal beauty, it is reflected in the new status symbol of naturally looking good at any age, without the aid of invasive procedures or plastic surgery." Seniors are one of the fastest growing demographic groups to embrace natural personal care products.

"When I use natural personal care products, I feel I am accomplishing two goals in one," says Carol Buck. "First, I feel the product is compatible because it contains naturally-found ingredients; and two, because I know that they are biodegradable and not a concern when I dispose of the bottle or jar."

As the "Baby Boom" generation enters its senior years, maintaining youthful looks and keeping in good shape becomes a higher priority. While wrinkles and weight gain are top concerns, teeth, hands and feet are often the first to really showcase the signs of aging. Dry, rough skin on heels and yellow, discolored or thick toenails become much more common with age, detracting from a youthful appearance. Teeth naturally gray and yellow with age, as well, making tooth whitening strips popular with young and older, alike.

While there's an increased tendency to develop unattractive dry, cracked soles and heels as we grow older, some individuals may be predisposed to dry skin, making the problem worse. Used by podiatrists nationwide as a diabetic-friendly, at-home product for their patients, Xenna's CalleX® Dry Heel Ointment (http://www.callexointment.com) contains natural enzymes to exfoliate dry, rough heels.

Buck says, "One of the main advantages of CalleX 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. It moisturizes and softens hardened skin on soles and toes, leaving them baby-soft and supple. Available at chain drugstores and mass retailers nationwide, CalleX Ointment is 100% money-back guaranteed."

For many people, an even more distressing sign of aging is the appearance of yellow, discolored or thick toenails - caused by keratin debris buildup under the nail. Keratin debris is the gray, brown or yellow discoloration or granular buildup under toenails that causes them to become unattractive.

Xenna's natural, diabetic-friendly NonyX® Nail Gel (http://www.nonyx.com) is an easy-to-use gel that breaks down and removes keratin debris. NonyX Gel softens keratin debris so that it can gradually be scraped out with a manicure tool, beginning after about four weeks. Once this keratin debris is removed, regular use of NonyX keeps nails free of keratin debris buildup, leaving them clear and healthy-looking.

All Xenna products are unconditionally money-back guaranteed, and are never tested on animals. For photos of toenails and heels before and after using Xenna products, click on http://www.xenna.com.

$4 and $3 rebate coupons are available at http://www.xenna.com/xenna_coupons.html

CalleX Dry Heel Ointment is also sold in the FOOT CARE section at Walgreens, Rite-Aid, CVS, Walmart, TARGET, Snyders, Longs, Duane Reade, Giant Eagle, HEB, Kerr Drug, Bi-Lo, Bruno's, many grocery stores in the Southeast and most Medicine Shoppe pharmacies.

NonyX Nail Gel is sold in the FOOT CARE section of Walgreens, Rite Aid, CVS, Walmart, Meijer, TARGET, Snyders, Longs, Duane Reade, Giant Eagle, HEB, Kerr Drug, Bruno's, ShopKo, Bi-Lo, Hannaford, Duane Reade, many grocery stores in the Southeast and most Medicine Shoppe pharmacies.

Xenna Corporation is a privately-held, woman-owned company based in Princeton, NJ which develops and distributes natural personal care products for skin, hair and nails. To contact them call 800-368-6003 (business hours, Mon-Friday Eastern Time). View their press page at http://www.xenna.com/info_pressreleases.html.

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Carol J. Buck

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