For immediate Release

ESSENTUALE bathing system formulas - better than best.

Feb 28, 2006 - Laguna Niguel, CA - Essentuale's first formulas - Age-Defying Aromatherapy Gentle-Cleansing Shampoo, Nutrient-enriched Conditioner, and Silky-Smooth Body Wash were far beyond expectation - in the pilot run of 2002.

Tested on over 300 people with all hair and skin types, the formulas far exceeded all expectation.

It was evident the ESSENTUALE bathing system formulas were the 'world's finest' in every respect - and an experience before, during and after - as was founder Rob Cummings' dream.

In the pilot run, at the last minute, Rob changed what was to be the final formula - mainly to eliminate even mildly harmful chemicals, and thinking a formula was just like a recipe, eliminated some ingredients he simply felt 'sounded too chemical'.

The formulator said it was a bad idea, yet Rob convinced him to also switch surfactants.

The result was an amazing bathing system that left hair and skin feeling better than any other - at any price - and Rob tried every bath product he could find - up to $70/6oz bottle.

Rob then had a mysterious illness (unrelated to the bathing system - we checked), recovered, yet had to stay home a lot - so he learned to formulate - in the kitchen.

He spent two years scouring the Internet, talking with factories, formulators, packagers, chemists, lab techs, others in the industry, and anyone he could find. 100's of people all over the world.

Working with the basic formulas of the pilot run, at first replicating them, then trying to further improve them, Rob learned how to formulate.

Testing, analyzing, experimenting, and working with the raw ingredients - not cold-mixing ready-made blends - Rob was learning to create true custom formulas.

While manufacturers suggest 'starting formulas' Rob experimented without them in search of a breakthrough formula that was against conventional wisdom - maybe never attempted.

For more than two years, making a formula just about every other day - 100's of failures.

Rob logged everything, and looked for patterns. Using a systematic approach to problem solving, and no formal chemistry training, he was simply persistent - day after day, year after year.

Most formulators don't have the luxury of that kind of time, or being able to test formulas in the 'real conditions' of the bath or shower, yet Rob did.

Every formula was bath and shower tested - in Rob's eyes, on Rob's hair, on Rob's skin - and for all the attributes Rob dreamed a bathing system could have. Extremely critical, over 200 formulas went 'down the drain'.

If he felt a formula was 'close', he would ask his then girlfriend Cindy to try it. Her hair was most unmanageable, and if it did not pass the 'Cindy test', back to the drawing board.

Finally it happened. Rob had improved on the original 'world's finest'.

It has been shelved, stability tested, tested in its bottle and cap, and more. Based on the original formulas, it's simply better - as in 'out of this world'.

The Conditioner was great to begin with, so the conditioner formula only took Rob about 5 formulas to arrive at perfection. Each takes at least 4 hours.

The Shampoo and Body Wash took years and 100's of tests and formulas.

As it turns out, the 'system' seems to produce a specific 'charge' in the hair that appears to compliment the ionic charge of the body and seems to be why it produces such tremendous results.

The ESSENTUALE Bathing System, our flagship. It's incredible.

For more information please contact Rob Cummings at 949.249.2519.

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