For immediate Release

Essentuale's first Age-Defying Formulas approved

Sep 15, 2001 - Laguna Niguel, CA - After nine iterations, and extensive market testing with over 250 people from all age groups, a number of spas, and in locations around the country (to test the formulas under all types of water conditions), Rob Cummings and Amy Richter finally approved the formulas for the Essentuale Age-Defying Shampoo, Conditioner and Body Wash.

Amy found and negotiated for the ideal bottles, Rob created the labels, and the formula they had dreamed of became a reality. The formulas are 'baby-safe', gentle and age-defying in their ingredients. More important to Rob and Amy, no artificial or chemical fragrance is required since the aromatherapy scent and experience comes from the myriad of healthy (though costly) essential oils and plant extracts. Most exciting to Rob and Amy is the 'indescribable' aromatherapy experience that actually transforms as it is used, which is exactly what they asked for in the unique formulation. And finally their last request was met... the scent dissipates quickly on rinse so it does not conflict with perfumes or colognes applied after bathing.

All three products - the Shampoo, Conditioner and Body Wash first fill the air in the bath or shower with a fresh yet indescribable citrus-type scent with top, bottom and middle notes like a fine fragrance found in a parfum. More than nine out of ten people who tried the formulas approved and agreed that these truly had the properties of the highest end bath products.

Due to the events of Sep 11, Rob and Amy decided to put the Body Treatment (already formulated) and the Face Serum on hold for the time being, yet they will go into production as soon as they are tested and approved.

The Shampoo, Conditioner and Body Wash will be available in 8 oz. bottles as well as .35 oz. trial sample packs. The first production run is currently scheduled for mid-November.

For more information please contact Rob Cummings at 949.249.2519.

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