Collection: Press Kit & Story Ideas

Press Kits / Story Ideas

Here is a startling fact: 80% of chronic skin conditions can be improved or entirely healed simply by hydrating skin properly. Not just dry skin, cracked feet and various kinds of contact dermatitis, but difficult, long-term skin problems like eczema, psoriasis and even acne.

That's the impetus behind our mantra at Awakening Skin Care: "Hydrate & Heal."

What Awakening's Dead Sea mineral skin care products do differently than the vast majority of "moisturizing" creams and lotions is to actually provide skin cells with what they really need in order to be hydrated. Plant-based formulas that rely on ingredients like shea butter and various oils (many of which DO have certain healing properties) only do half the job of hydrating the skin: they KEEP moisture in, by creating a moisture barrier on the skin's surface.

But the other half - PUTTING moisture in - is either very limited or nonexistent.

Awakening's formulas isolate the two key Dead Sea minerals that are the most efficacious for skin health, and then combine them with a range of rare essential oils and botanical extracts. This results in ultra-potent products that are unlike anything else on the market today.

We call this hallmark formula the Mineral Hydration Factorâ„¢ (MHFâ„¢). MHF is a proprietary blend of Dead Sea potassium and magnesium, which together provide a level of hydration and healing for skin that's based on the human body's own natural building blocks.

Potassium is an essential mineral responsible for maintaining hydration levels in the body. Highly concentrated potassium acts like a messenger, telling the skin cells to get ready to accept moisturizing ingredients. A good analogy is a sponge: when a sponge is completely dry and stiff, it is much less effective overall than a sponge that has been soaked through and then squeezed to a point of being damp-dry. In fact, unless the sponge is damp, it's basically worthless. Similarly, potassium supports the skin's natural ability to gather moisture from the atmosphere as well as hang on to the abundant moisture available inside the body.

Magnesium, another essential mineral, is present in over 300 ongoing biochemical reactions within the body. Without it, we would cease to exist. For the skin, magnesium acts as a healing agent - it has both anti-allergenic and tissue-rebuilding properties. That is why our formulas have such a remarkable effect on skin that is exposed to the elements and that endures a lot of irritations that cause itching.

One of Awakening Skin Care's most passionate markets is gardeners. A typical letter to the home office reads like this:

"Bare hands connect us both with the soil and plants of our garden. But this hands-on connection with the earth comes at a price: Rough hands and weathered skin. We turn to Awakening's natural mineral-rich products for the health of our skin. We've been hooked on Awakening HANDS and SKIN since 2000 and love them!" — Erika & Vinny Flewelling

Awakening's unique formulas are simply better suited to healing the very particular kind of "loving abuse" that gardeners inflict on their skin than anything else on the market. Our proprietary combination of Dead Sea potassium and magnesium have the capacity hydrate and heal gardeners hands in a way that plant-based skin care products cannot.

For more on Awakening and gardeners click here

The thing that makes Awakening Skin Care's products so popular with horse folk is their uncanny ability to heal hands and feet that take a lot of abuse while never, ever leaving a greasy residue. If you're a horse person, you rely on your grip, day in, day out. Lose your grip and you lose your horse. Awakening's formulas absorb completely in 40 seconds, leaving skin hydrated, refreshed, and grease-free. That's why Al Dunning is a fan.

For more on Awakening and horse enthusiasts click here

Press Contact: 
Robert Hardwicke | Phone: 800.200.6546