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SoftSheen Carson Announces "Optimum Care Cares" to Support the Fight Against Heart Disease
SoftSheen Carson Announces "Optimum Care Cares" to Support the Fight Against Heart Disease
Published 06-18-07
Submitted by Bratskeir & Company
NEW YORK, NY- June 18, 2007 - SoftSheen-Carson, the world's leading manufacturer of ethnic hair care products, announced today their commitment to the community by teaming up with ISHIB to bring awareness and help support the fight against heart disease in ethnic populations with their "Optimum Care Cares" campaign. A portion of proceeds from the sales of their Optimum Care Relaxer will be donated to this important organization. The campaign officially commences on June 23rd with Essence Magazine at the "Optimum Care Cares 3K Walk" in Orlando, Florida.
According to the American Heart Association, heart disease is the number one cause of death of African American women. African American females between the ages of 45 and 54 have a 50% greater risk of developing heart failure than Caucasian females. These startling statistics are the reason why SoftSheen-Carson has joined the crusade to help bring awareness and educate the public on how to stay healthy to avoid the risks of heart and cardiovascular disease. Choosing ISHIB as a partner to do so was the perfect fit. They are a network of doctors who help educate other physicians in ways to treat ethnic patients - and how to pinpoint symptoms for these patients to help treat heart disease before it is too late.
A main reason for heart and cardiovascular disease is lack of exercise. Statistics prove that the top reason African American women do not exercise is due to their hair - and wanting to keep it looking good. Candace Matthews, President of SoftSheen-Carson, says, "After learning the statistics on heart disease, we felt the responsibility to educate our consumers and bring awareness to this deadly disease. We hope our efforts can shed some light on a very serious matter affecting our communities." Each Optimum Care Relaxer will include an Optimum Care Cares bracelet as a gift with purchase to remind consumers of the program.
The awareness will kick off at the SoftSheen-Carson and Essence Magazine 3K Walk on June 23rd in Orlando, Florida in order to encourage consumers to stay healthy and exercise to help prevent heart disease. The campaign continues through the Fall with a series of health screenings and in-store tutorials to educate consumers on various topics - including how to keep hair looking good after exercise. Dates and locations will be announced shortly.
About SoftSheen-Carson:
SoftSheen-Carson, Consumer Products division of L'Oreal USA, is wholly dedicated to the care of hair and skin for people of color. SoftSheen-Carson's portfolio includes well-loved brands such as Dark and Lovely, Optimum Care, Wave Nouveau, Magic Shave, Lets Jam and Dark and Lovely Kids Beautiful Beginnings. For more information, visit www.softsheen-carson.com.
About ISHIB:
The International Society on Hypertension in Blacks (ISHIB) is a unique, not-for-profit, professional, medical, membership society, whose mission is to improve the health and life expectancy of ethnic minority populations around the world. ISHIB delivers to an international community of individuals, agencies, and organizations representing multiple health disciplines within the medical arena, targeting not only African Americans but other under-served populations as well.
