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Women love their hair. They devote time, energy and money to helping it feel and look its best. It’s even a means of self-expression, sometimes more so than a woman’s clothing. BIOTA Botanicals set out to take the pulse of American women regarding how they really feel about their hair – especially as they (and it) ages. According to the national consumer survey, most women 30+ have already noticed and worry about the density of their hair as they age. In fact, more women are concerned about thinning-damaged hair than they are about going grey (58% vs. 51%).+ Many say that the condition is embarrassing and a clear-cut sign of getting older, and most agree that it’s an unpreventable fate. Says Kelli Calabrese, renowned health, beauty and lifestyle expert, “The problem with thinning-damaged hair is not always what’s visible,” she says. “It’s how it rocks a woman’s self-esteem. For women, who put so much emotional value on their hair, it can be absolutely devastating for their self image and emotional well-being.” To view the multimedia release go to: http://www.multivu.com/players/English/7598951-biota-fall-beauty-tips/

www.facebook.com/fateunderfire Written by David James Video by Charles Choo & Sean Wells supaspacebruvas.tumblr.com