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Whole Foods Market(R) Helps Shoppers Understand the Benefits of Natural Cosmetics
Date:9/27/2007

AUSTIN, Texas, Sept. 27 /PRNewswire/ -- As part of its "Be Good to Your Whole Body" campaign in its Whole Body departments, Whole Foods Market, the world's leading natural and organic foods supermarket, will focus on natural makeup during the month of October to help educate consumers about the benefits of cosmetics with natural ingredients, minerals and vitamins.

(Logo: http://www.newscom.com/cgi-bin/prnh/20070927/LATH047)

"There are many reasons shoppers should consider natural cosmetics," says Jody Villecco, national quality standards coordinator for Whole Foods Market, "You care about what you put in your body, so it's logical to be concerned about what goes on your body. Natural cosmetics are made with the highest quality natural ingredients and, unlike conventional makeup, get their color primarily from plants and minerals which can be less irritating."

There are more choices than ever for natural makeup and mineral makeup is leading the category. According to The NPD Group, a market research firm, the recent popularity of mineral makeup illustrates that natural ingredients are resonating with consumers and have broad appeal. They note that "green" beauty is reflecting changing world beliefs and natural ingredients are becoming part of a lifestyle (1).

For shoppers wanting to try mineral makeup, Whole Foods Market stores will carry an exclusive "fresh face starter kit" by Mineral Fusion for $20 during the month of October (a $120.00 value), with a portion of the proceeds going to Pink United, a nonprofit organization that supports the fight against breast cancer. The kit includes pressed base in two different shades, duo bronzer with a sheen glow and matte finish; Kabuki brush and hydration mist.

Whole Body experts offer shoppers a few tips for choosing natural makeup:

-- Trust your source - buy from a retailer that only sells beauty


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SOURCE Whole Foods Market
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