Kylie Most Inspirational Breast Cancer Celebrity

SOUTHAMPTON, England, September 2, 2010 - Kylie Minogue has been voted the most inspirational breast cancer star in
a recent online poll conducted by market-leading mastectomy-wear specialist,
Amoena.

The star's willingness to speak openly and honestly about her treatment,
helping to raise awareness of breast cancer, propelled her to the top of the
Amoena celebrity hotlist, which also included Linda McCartney, Olivia Newton
John and Sally Whittaker.

Kylie also inspired many women to be more direct about their own fears,
encouraging them to believe they would get through their ordeal.

As well as looking to celebrities for inspiration, many women said that
support from family, friends and other women who had also been through breast
cancer treatment, was the biggest motivator.

Says Rhoda White, Amoena's marketing manager: "Undergoing a mastectomy
can badly damage a woman's body confidence and self-image, and celebrities
like Kylie play a vital role in raising public awareness. But women also take
great encouragement from seeing how well their peers cope with breast
cancer."

To prove the point, Amoena has used breast-operated women to model
lingerie and swimwear in its latest marketing campaign: "We hope they will
show other women just how good they can look after breast surgery," says
Rhoda.

The new range of mastectomy-wear by Amoena can be purchased online at
www.amoena-online.co.uk, by mail order on +44(0)845-072-4027, or
from the company's showroom in Hampshire.

Notes for editors:

The survey was conducted on Amoena's website,
www.amoena-online.co.uk and there were more than 1,000 respondents.

About Amoena

Amoena is the world's leading post-mastectomy brand, with over 30 years'
history of making products to help a woman look beautiful again following
breast cancer.

+44(0)845-072-4027, deepa.carter at leepeckgroup.com