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Spa 20/20's coverage of Shira at the IBS show

 



   
     
  Product Watch: The Fats of Life

By Erin Skrypek

June 02, 2005 @ 3:44 PM - New York

Omega-3 essential fatty acids have been legendary for quite some time now. Thanks to the FDA’s stamp of approval for two fatty acids, EPA and DHA, any health cautious person will eat fish or take an Omega-3 supplement because they know the oil found in these slippery animals will supposedly reduce their risk of developing coronary heart disease (CHD).

Any endorsement from the FDA will inevitably lead to other kinds of testing and “backing” from different health officials. Because taking supplemental oils has always been good for your skin, it only seemed natural the skincare industry would be the next faction to promote the newest fat star since olive oil. Beauty manufactures studied the oils, applied them topically and found that the essential oils not only moisturize skin as any oil would, but also help to reduce inflammation, increase the absorption of vital nutrients, as well as strengthen the skin’s tolerance for harsh sun rays.

Many companies have begun to offer products with omega-3 fatty acids in them and perhaps have even launched a product or two entirely based on the oils, but it hasn’t been until recently that a company launched an entire line of omega-3 products. Shira Esthetics, a line of products used and sold exclusively in spas, just came out with their “Omega 3” line this April, which offers eight products completely developed using the oils.

Using EPA and DHA from fresh salmon oil and
ALA, another omega-3 from flaxseeds, Shira’s newest line combines other oils like vitamin E and tea tree with various extracts from plant leaves like sage, arnica and green tea to make each product in the line target specific types of skin in distinct ways. For example, the Omega 3 Velvet Moisturizer, which contains omega-3 acids, omega-6 acids, salicylic acid, rosemary and tea tree oil, targets normal to oily skin, while the Omega 3 Replenishing Day Cream with omega-3s, aloe extract, algae and commiphora myrrha oil is beneficial to dry skin.

Oksana Baiul, the Olympic Gold Medalist, apparently had a facial with Shira’s Omega-3 products, bought the line to take home with her and later contacted the company asking to be their spokeswoman. “As an athlete,” said the figure skater, “and as a woman with skin that encounters the harsh elements of cold and warm temperatures, the effects of travel and just everyday life, I found that Shira’s Omega 3 products nourish and moisturize my skin better than any product I’ve ever used.”

The line consists of a Purifying Foaming Cleanser, Toning Pads, Firming Serum, Velvet Moisturizer, Replenishing Day Cream, Replenishing Night Cream (also for dry skin), Derma Lift Eye Gel and the Nourishing Mask. While the products are exclusive to spas, they can also be purchased online at www.shiraesthetics.com.

 
     



   
 
SPA EXPO COMES TO TOWN: Exhibitors at The American Spa Expo featured their newest products this week at New York's Jacob K. Javits Convention center. Among some of the news to emerge at the show was Shira Esthetics, a skin care line sold in salons and spas, recruiting Olympic gold medalist Oksana Baiul, 26, as its official spokeswoman. The figure skater was acquainted with Shira products while getting a facial at Lana's Salon in New Jersey. Once company president and chief executive officer Yair Nezaria got word that Baiul used Shira products, he approached her to be the face of the brand. A print ad campaign featuring Baiul launched this month and will appear in spa industry publications. In the ads she is pictured with a serum for the company's newest endeavor, Omega-3 Skin Care. The eight-item line which targets dry or mature skin,

contains formulas infused with omega-3 fatty acids, billed as the building blocks of the cell membrane. According to the company, when topically applied, omega-3 helps soothe inflamed skin and yields a supple, radiant appearance. Products in the daily regimen, which range from $28 to $48, include Purifying Foaming Cleanser, Toning Pads, Derma Lift Eye Gel, Replenishing Day Cream, Replenishing Night Cream, Velvet Moisturizer for oily skin, Nourishing Mask and Firming Serum. At the nearby
   A Shira ad visual