Amala Introduces Soothe – for Delicate, Reactive Skin - 10% of Proceeds Donated to CancerCare

(3BLMedia/theCSRfeed) Sulzberg, Germany - October 13, 2010 - This fall, Amala introduces Soothe – an entirely new face care collection to help calm, strengthen and protect sensitive skin at the source of its reactivity. Built on a heritage of respect for nature of the highest order, Amala products are certified NATRUE – meaning formulations are of 100% natural origin with at least 70% certified organic ingredients. 

Soothe marks the sixth collection in Amala’s performance-green product portfolio whose powerfully pure formulations are clinically proven to produce visible, tangible results. To honor its timely debut during Breast Cancer Awareness month, Amala will donate 10% of net proceeds from the Soothe Collection to CancerCare between September and December 2010.   Centered around a skin-comforting cocktail of pure, whole plant ingredients, clinically-proven, sustainably harvested, and dermatologist-tested for safety, Soothing Cream Cleanser, Moisture Cream and Lip Salve harness the protective properties of Organic Desert Fig, the fruit of the Prickly Pear Cactus, whose potent seed oils are responsible for this plant’s resilience despite the extreme drought conditions of its native Morocco. With concentrated levels of skin-fortifying essential fatty acids and protective antioxidants, these remarkable seed oils - not surprisingly - deliver extraordinary levels of healing moisture to sensitive, reactive skin.   Soothe is free of controversial, synthetic fragrances, dyes, preservatives, emulsifiers and surfactants – many of which are implicated in irritation. “Soothe couldn’t be a more perfect line to partner with CancerCare, or better suited to women battling cancer and undergoing treatment,” explains Joi Ruud, global marketing director for Amala.   From September through December 2010, 10% of net proceeds from Amala's Soothe collection will go to CancerCare in support of Breast Cancer Awareness Month in October, and in recognition of the importance of truly healthy, chemical-free skincare. CancerCare is a non-profit organization committed to providing free, professional support services for anyone affected by cancer, including patients, loved ones, caregivers, and healthcare professionals.   Amala Soothing Moisture Cream and Lip Salve arrive in October 2010 at BARNEYS New York, Beverly Hills, San Francisco, Chicago, Copley Place, Dallas Northpark and Scottsdale, and ABC Home in New York, as well as world class spas offering signature Amala treatments: the Spa at Mandarin Oriental, New York, Terranea Resort in Rancho Palos Verdes, Rancho La Puerta in Tecate, Mexico, Hyatt Key West Resort & Spa, Seagate Hotel & Spa in Delray Beach, PGA National Resort & Spa in Palm Beach Gardens, Mirbeau Inn & Spa in Skaneateles, Intercontinental Hotel Buckhead, Grand Floridian in Orlando and Woodhouse Day Spas nationwide. Additionally, Amala is sold online at www.amalabeauty.com. Soothing Cream Cleanser launches in December 2010.   In addition to CancerCare, Amala will donate another 5% of its annual profits to those farms in its global fair trade network in need of the most support.   Suggested retail prices: Soothing Cream Cleanser $32 for 50 ml/1.7 fl oz Soothing Moisture Cream $72 for 30 ml/1.0 fl oz Soothing Lip Salve $18 for 10 ml/0.3 fl oz     About CancerCare Founded in 1944, CancerCare is a national nonprofit organization that provides free, professional support services to anyone affected by cancer: people with cancer, caregivers, children, loved ones, and the bereaved. CancerCare programs including counseling and support groups, education, financial assistance and practical help are provided by professional oncology social workers and are completely free of charge. Last year, CancerCare provided individual help to more than 100,000 people in addition to the more than 1 million unique visitors to its Web sites. Find more detailed information about CancerCare programs at www.cancercare.org.   CCARE9656