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Bones 'n Beauty

May 1, 2014

See how calcium supplement brand is pitching the connection.

Women have been fighting the superficial signs of aging since the beginning of time. However, in a recent consumer survey nearly 3 out of 4 women (73%) said they believe that feeling their age would be worse than looking their age.  Along those lines, Bayer HealthCare, the makers of calcium supplement brand Citracal, is partnering with beauty icon and author, Dayle Haddon, and Susan Randall, senior director of science and education for the National Osteoporosis Foundation (NOF), to launch Beauty is Bone Deep, a national campaign that encourages women to focus on inner strength (physical and emotional) as the foundation of beauty—and consider adding Citracal to their "daily age-defying health and beauty routine."

"With a career in modeling that spans decades, I know how much emphasis can be put on superficial beauty – battling wrinkles and dyeing our hair to fight the signs of aging – but as a result, far too many women are ignoring what's happening on the inside," said Citracal spokeswoman and founder of WomenOne, a non-profit focused on the global education of girls and women, Dayle Haddon. "That's why I'm proud to be teaming up with Citracal on Beauty is Bone Deep to help spread the word about the importance of women including a calcium supplement in their health and beauty routine to support bone health. True beauty radiates from within and it starts with strong bones."

The brand is 
 encouraging women to visit a special website,  www.BeautyisBoneDeep.com, to learn more about  the benefits of calcium supplementation with Citracal, get age-defying tips from Dayle Haddon and enter for a chance to win a Beauty is Bone Deep makeover in NYC.

The grand prize is a trip to New York City for an age-defying makeover and meet-and-greet with Haddon. The winner will also receive a bone health consultation, and a one-year supply of Citracal.  Additionally, ten first prize winners will win a one-year supply of Citracal and a signed copy of Haddon's Ageless Beauty: A Woman's Guide to Lifelong Beauty and Well-Being.

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