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Whole Foods Market(R) Helps Shoppers Navigate Natural Skin Care Products

June 6, 2007

AUSTIN, Texas, June 6 /PRNewswire/ — According to the American Academy of Dermatology, the average adult uses at least seven different skin care products each day.(1) However, just 11 percent of the 10,500 ingredients in personal care products documented by the Food and Drug Administration (FDA) have been assessed for safety by the cosmetic industry, as reported by the Environmental Working Group.(2)

Department store aisles are brimming with products that claim to be natural, organic or infused with vitamins and nutrients, yet there are currently no federal or state regulatory requirements for natural or organic personal care products manufactured and sold in the United States. In reality, such products may often contain only trace amounts of plant-based or non-synthetic ingredients.

To help its shoppers choose the products that are right for their skin, Whole Foods Market, the world’s leading natural and organic foods supermarket, has launched the “Be Good to Your Whole Body” campaign in its Whole Body(R) departments. Taking care of the body’s largest organ, the skin, is the focus during the month of June. A free class will be given on skin care to help educate shoppers on natural ingredients.

   Topics include:    *  How to look for plant-based ingredients in cleansers, soaps and shower      gels that effectively and gently clean your skin    *  Learn which ingredients are beneficial to your skin type or need    *  Proper nutrition and lifestyle tips to promote healthy skin    *  Finding natural products designed to reduce the visible signs of aging    *  Choosing skin and sun care for children    *  How to select quality sun care for your skin type    *  Learn why vitamin C is an important vitamin and antioxidant for sun      protection    *  Finding products that "feed" the skin's nutrients to help it maintain      its natural beauty   

“All skin types should avoid products with heavy mineral oils, harsh preservatives and chemicals, and artificial colors,” says Jody Villecco, national food and nutrition Quality Standards coordinator for Whole Foods Market. “Look for cleansers, moisturizers and sunscreens that contain plant-based oils that penetrate and nourish the skin. Products scented with pure essential oils tend to be less irritating than synthetic fragrances.”

Villecco encourages shoppers to read ingredient labels and look for products with beneficial ingredients for their skin type. For oily skin, for example, witch hazel, jojoba oil and rosemary cleanse and tone to help the skin look refreshed without adding extra oils. For dry, stressed skin, moisturizers and lotions with natural plant oils such as olive, almond and borage improve the skin’s moisture retention. To help reduce clogged pores and breakouts in acne-prone skin, patchouli and bergamot oils in cleansers and toners accelerate the healing process that occurs with mild breakouts.

Skin care for mature skin, aimed at promoting youthful, vibrant skin, is another important component. As an alternative to harsh products, the Whole Body department features products containing:

   *  Blends of amino acids and botanical extracts    *  Magnesium oxide crystals from seawater and ocean salts to exfoliate    *  Evening primrose oil, olive esters, and vitamin E to moisturize    *  Alpha-hydroxy acid (AHA) or beta-hydroxy acid (BHA) to help uneven skin      tone and sun spots    *  Sunscreens with zinc oxide and titanium dioxide to provide a protective      barrier against sun damage   

A skin care podcast is available at http://wholefoods.com/socialmedia/wholebody. Check local store listings for events and more information.

About Whole Body at Whole Foods Market

The quality of body care products and wellness supplements is as important as the quality of food at Whole Foods Market. The Whole Body department offers a wide selection of personal care items in addition to nutritional supplements and vitamins — all made of the highest ingredients and free of unnecessary, harsh chemicals and ingredients such as fillers. Whole Foods Market’s quality standards for body care products include carefully evaluating each and every product sold; featuring products that are free from artificial preservatives, colors and sweeteners; providing body care products that are proven to be safe without the use of animal testing and providing food and nutritional products that support health and well-being.

About Whole Foods Market

Founded in 1980 in Austin, Texas, Whole Foods Market (http://www.wholefoodsmarket.com/) is the world’s leading natural and organic foods supermarket and America’s first national certified organic grocer. In fiscal year 2006, the company had sales of $5.6 billion and currently has more than 190 stores in the United States, Canada, and the United Kingdom. The Whole Foods Market motto, “Whole Foods, Whole People, Whole Planet”(TM) captures the company’s mission to find success in customer satisfaction and wellness, employee excellence and happiness, enhanced shareholder value, community support and environmental improvement. Whole Foods Market, Harry’s Farmers Market(R), and Fresh & Wild(R) are trademarks owned by Whole Foods Market IP, LP. Whole Foods Market employs more than 45,000 Team Members and has been ranked for ten consecutive years as one of the “100 Best Companies to Work For” in America by FORTUNE magazine.

   (1)  American Academy of Dermatology, Solving Problems Related to the Use        of Cosmetics and Skin Care Products, 2005    (2)  Environmental Working Group, Skin Deep, 2007  

Whole Foods Market

CONTACT: Kristen Bergevin, ext. 181, kristen@thephelpsgroup.com, orJanette Rizk, ext. 164, janette@thephelpsgroup.com, both for Whole FoodsMarket, +1-310-752-4400

Web site: http://www.wholefoodsmarket.com/




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