Despite Recession, Consumers Stay Loyal to Personal Care and Vitamin Brands, Survey Says

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According to "Consumer Spending Update: Mid-2009," published by EPM Communications, while many consumers are deserting the "brand loyalty" ship, personal care items such as skincare products, vitamins and toiletries are exceptions - especially for baby boomers. Xenna Corporation (http://www.xenna.com) CEO Carol J. Buck, says, "While consumers are saving cash during this recession they continue to remain loyal to certain personal care brands that work for them, as well as to vitamins and healthier-diet strategies."

According to "Consumer Spending Update: Mid-2009," published by EPM Communications, while many consumers are deserting the "brand loyalty" ship, personal care items such as skincare products, vitamins and toiletries are exceptions - especially for baby boomers. Xenna Corporation (http://www.xenna.com) CEO Carol J. Buck, says, "While consumers are saving cash during this recession they continue to remain loyal to certain personal care brands that work for them, as well as to vitamins and healthier-diet strategies."

Foot care products, which fall in the "personal care item" category, are purchased largely by boomers, who tend to have more problems with foot appearance as part of the aging process - especially yellow, discolored toenails. A 2008 study by Kelton Research for the American Podiatric Medical Association found that more than 50 percent of women say their feet embarrass them "always, frequently or sometimes."

Buck says, "As the population of graying boomers grows, their concerns about appearance and staying youthful has grown with them. They tend to stay with what works, and natural products that are also friendly to the environment are an important part of their buying decision." Based on natural formulations, Xenna is a leader in foot care products which are available throughout the U.S. in chain drugstores and mass retailers, including Walmart, Walgreens, TARGET, Rite Aid and CVS.

Despite remaining loyal to their favorite personal care items, Buck says the economic downturn has made all consumers more responsive to special promotions such as discount coupons and rebates.

"Big retailers are aggressively pursuing discount promotions of all types, particularly coupons," she says. "Being thrifty has become the new standard in shopping for most Americans," she adds. "However, 'value' rather than 'cheapness' is what the average baby boomer is looking for and boomers continue to be the demographic group with the greatest buying power. They are also the group most in need of foot care products.

Xenna has responded to the economic downturn by putting $4 rebate coupons on its website, http://www.xenna.com, for its NonyX® Nail Gel, CalleX® Dry Heel Ointment and its natural curl relaxer (http://www.xenna.com/xenna_coupons.html ).

NonyX Nail Gel (pronounced "Non-X") (http://www.nonyx.com ) and CalleX Ointment (http://www.CallexOintment.com ) are based on natural formulations that focus on the exfoliation of keratin - the protein found in nails and skin. As a leader in natural, diabetic-friendly foot care, Xenna products are sold nationally in the footcare and HBC aisles of chain drug stores, grocery stores and mass retailers.

For unattractive, yellow nails, patented NonyX Nail Gel is a topical, easy-to-use gel that breaks down and removes keratin debris -- the discolored, yellow or whitish, granular buildup under nails that causes them to appear unsightly. Used by podiatrists and consumers since 2001, NonyX Gel softens keratin debris, allowing it to be gradually scraped out from under the nail, beginning after about four weeks.

Applied twice daily, use of NonyX Nail Gel results in improved nail color and clarity with 5 to 9 months. Once keratin debris is removed, NonyX Gel then keeps nails clear and healthy-looking with regular use.

Unconditionally money-back guaranteed, a $4 mail-in rebate on NonyX Gel is available at http://www.xenna.com/xenna_coupons.html)

For dry, cracked heels and rough feet, Xenna's acid-free CalleX Ointment is a moisturizing exfoliant which offers a unique, fast-acting way to soft and smooth feet without the need to scrape or use a pumice stone.

Diabetic-friendly CalleX Ointment softens and exfoliates dry, cracked feet with natural, fast-acting enzymes. This unique, patented ointment is applied twice daily to dry or hardened areas of the foot. After applying CalleX Ointment, a gentle rubbing action with a wet washcloth is sufficient to gradually exfoliate hardened, scaly skin while it moisturizes dry or cracked areas.

CalleX Ointment is free of acids, including urea and salicylic acid, parabens, preservatives, fragrance, lanolin and colorants. To ward off unpleasant foot odors, CalleX contains a small amount of natural peppermint oil.

Also unconditionally money-back guaranteed, a $4 rebate coupon on CalleX Ointment is available at http://www.xenna.com/xenna_coupons.html)

"Consumers of all ages are now making product choices around quality and value for money," says Buck. "In foot care, we believe we're on target with those looking for natural, environmentally-friendly foot care products that work."

For photos of toenails and feet before and after using Xenna products, click on http://www.xenna.com.

Xenna Corporation values the environment and formulates brands containing natural ingredients that are biodegradable. Xenna products are not tested on animals nor contain animal byproducts.

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, Kinney Drugs, Bruno's, ShopKo, Hannaford, Duane Reade, SweetBay, Marsh, http://www.drugstore.com and many other grocery stores in the Southeast and Medicine Shoppe pharmacies.

CalleX Ointment is sold in the FOOT CARE section at Walgreens, Rite-Aid, Meijer, Snyders, Duane Reade, Giant Eagle, HEB, Kerr Drug, Kinney Drugs, Stop & Shop, Marsh, Bruno's, http://www.drugstore.com , many other grocery stores in the Southeast and Medicine Shoppe pharmacies. Both brands can also be purchased at http://www.drugstore.com .

Xenna is a certified woman-owned business and manufactures in the USA. To contact them call 800-368-6003 (business hours, Mon-Friday Eastern Time) or email info(at)xenna(dot)com. View their press page http://www.xenna.com/info_pressreleases.html.

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Carol J. Buck

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