National Eczema Week

LONDON, September 2, 2010 - Through her work as a health and beauty writer and
broadcaster, as a life-long sufferer of eczema, and a patron of the National
Eczema society, Liz Earle's interest in eczema has always been present.
Therefore through developing the Liz Earle Naturally Active Skincare range,
Liz Earle has worked to ensure that all products formulated are suitable for
sensitive and eczema prone skin.

"My own journey in search of great skin began more than 30
years ago as a teenager with eczema, but it wasn't until I started writing on
beauty and health issues in the early 1980's that I truly made the connection
between the way we live and how our skin looks and behaves. I co-founded Liz
Earle Naturally Active Skincare because I believe that great skin should be
within everyone's grasp, I wanted to develop a skincare range that did not
aggravate my eczema prone skin, but was also suitable for all skin types."

    Liz Earle
    Co-founder
    Liz Earle Naturally Active Skincare

Eczema - The Facts:

Eczema accounts for 84-90% of occupational skin diseases in
the UK, with over 5 million people suffering from the condition. Studies
indicate that eczema is on the increase: a report by the University of
Bristol showed that one in three children have suffered from it by the time
they are three and a half years old, representing a trebling of cases since
the 1970s.

This year, the National Eczema Society want to help people
take back control of their skin, and their lives, by equipping them with a
comprehensive guide to the condition in a bid to 'ditch the itch'. Their
'Living with Eczema' booklet examines the causes of eczema, presents
available treatments and offers expert advice.

Expert skincare and lifestyle advice from Liz Earle:

It's important to highlight that eczema is a difficult skin
condition to treat - what works for one person may not necessarily work for
another, but there will be something that helps, so do keep trying:

    - Avoid using soap, perfumed shower gels or bubble baths (Liz Earle's
      Orange Flower Botanical Body Wash is a gentle alternative). You can
      also bathe using a mild, non-drying emollient lotion recommended by
      your pharmacist.

    - Food allergies may be an important trigger in children with
      severe atopic eczema: the most common ones are cow's milk, eggs,
      peanuts, and kiwi fruit.

    - Apply an emollient frequently throughout the day; this not only keeps
      skin soft and supple, but also helps to disguise the appearance of
      flaking skin and can reduce severe chapping. Those with mild eczema
      often report good results from using Liz Earle's Skin Repair
      Moisturiser dry/sensitive and Nourishing Botanical Body Cream.

    - Try blood-purifying herbs including red clover, dandelion,
      burdock and sarsaparilla - these help eliminate toxins in the
      bloodstream which appear to trigger inflammation.

    - GLA is one of the most important essential fatty acids
      (EFAs) in the body and contributes significantly to the skin's health.
      However, it is believed that some eczema sufferers may not create
      sufficient GLA supplies of their own. Excellent sources of additional
      GLA are evening primrose oil and borage oil, however, only evening
      primrose oil supplements containing high levels of GLA are proven to be
      effective, try Efamol Pure Primrose Oil 500mg or 1000mg, or Epogam.

For more information, quotes, samples or images contact: Max Flower / Hayley Roughton, Email: Maxf at moduspublicity.com / Hayleyr at modusdowalwalker.com, Tel: +44(0)20-7331-1470