Bayer HealthCare launches Beauty is Bone Deep

Women encouraged to focus on bone health as the foundation of beauty as they age

Bayer HealthCare's Consumer Division, the US-based maker of calcium supplement brand Citracal, is partnering with beauty icon and author Dayle Haddon and Susan Randall, Senior Director of Science and Education for the National Osteoporosis Foundation (NOF) to launch Beauty is Bone Deep, a national campaign that encourages women to consider adding Citracal to their daily health and beauty routine to support bone health.

In a recent survey conducted by Bayer HealthCare, conducted by Wakefield Research, only 19% of women over 40 years of age could accurately identify how many of milligrams of calcium are recommended for their age category each day, yet 75% of women believe they are frequently getting the recommended amount of calcium with their current diet. The truth is nine out of 10 women over 50 years of age are not getting enough calcium from food alone.

"Calcium is a vital mineral to support bone health. And while the number of women suffering from or at risk for osteoporosis continues to climb, the majority of women aren't currently getting the calcium their bodies need," said Susan Randall, Senior Director of Science and Education for the National Osteoporosis Foundation (NOF). "Women need to know that calcium and vitamin D help them support bone health as they age.”

Nearly all women 40+ years of age surveyed (99%) believe that good posture is important to aging well. While women can lose up to one half an inch of height each decade, 42% don't recognise that losing height may signal serious health issues like osteoporosis. In the US osteoporosis is reaching epidemic proportions with half of all Americans over age 50 expected to have low bone density or osteoporosis by 2020.

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