Defy Aging from the Inside Out: Bayer HealthCare's Citracal Launches Beauty is Bone Deep

Women Encouraged to Focus on Bone Health as the Foundation of Beauty as They Age

Apr 30, 2014, 09:00 ET from Bayer HealthCare

WHIPPANY, N.J., April 30, 2014 /PRNewswire/ -- Women have been fighting the superficial signs of aging since the beginning of time. But while they are nipping, tucking, moisturizing and concealing, all to combat the outward signs of aging, in a recent consumer survey nearly 3 out of 4 women (73%) said they believe that feeling their age would be worse than looking their age.i  Today, Bayer HealthCare, the makers 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 announce the launch of Beauty is Bone Deep, a national campaign that encourages women to focus on inner strength (physical and emotional) as the foundation of beauty and consider adding Citracal to their daily age-defying health and beauty routine to support bone health+.

In a recent survey conducted by Bayer HealthCare, only 19% of women 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.

"With a career in modeling that spans decades, I know how much emphasis can be put on superficial beauty – battling wrinkles and dyeing our hair to fight the signs of aging – but as a result, far too many women are ignoring what's happening on the inside," said Citracal spokeswoman and founder of WomenOne, a non-profit focused on the global education of girls and women, Dayle Haddon. "That's why I'm proud to be teaming up with Citracal on Beauty is Bone Deep to help spread the word about the importance of women including a calcium supplement in their health and beauty routine to support bone health. True beauty radiates from within and it starts with strong bones."

Calcium is essential to supporting bone health throughout a woman's life. By the age of 20, the average woman has reached her peak bone mass so focusing on bone health as early as possible will help to support our bone health as we age+.ii

"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 RN, MSN, FNP-BC, Senior Director of Science and Education for the National Osteoporosis Foundation (NOF). "That's why I'm compelled to help get the word out about Citracal's Beauty is Bone Deep. Women need to know that calcium and vitamin D help them support bone health as they age+."

Despite their focus on defying aging, women don't have the facts straight about bone health. 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 — totaling 2 – 3 inches between ages 30 – 70iii— 42% don't recognize that losing height may signal serious health issues, like osteoporosis.iv All the while, osteoporosis is reaching epidemic proportions with half of all Americans over age 50 expected to have low bone density or osteoporosis by 2020.v

Bone Up on Bone Health and Enter to Win at
Women are encouraged to visit to learn more about  the benefits of calcium supplementation with Citracal, get age-defying tips from Dayle Haddon and enter for a chance to win++ a Beauty is Bone Deep makeover in NYC.

The grand prize is a trip to New York City for an age-defying makeover and meet-and-greet with Dayle Haddon. The winner will also receive a bone health consultation, a signed copy of Dayle Haddon's Ageless Beauty: A Woman's Guide to Lifelong Beauty and Well-Being and a one-year supply of Citracal.  Additionally, ten first prize winners will win a one-year supply of Citracal and a signed copy of Dayle Haddon's Ageless Beauty: A Woman's Guide to Lifelong Beauty and Well-Being.

To enter for a chance to win the Beauty is Bone Deep makeover or one of ten prize packs, visit  

About Citracal Maximum

Bayer Consumer Care's complete line of Citracal products supports bone health. Citracal Maximum is a highly soluble, easily absorbed calcium supplement.

Citracal Maximum has the following product benefits:

  • 630 mg of calcium in the form of calcium citrate to help support bone health*
  • 500 IU of vitamin D3 to help your body absorb calcium*
  • Gentle on your digestive system
  • Can be taken with or without food

For more information about Citracal, visit  

* This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

About the Survey

The Citracal Beauty is Bone Deep Survey was conducted by Wakefield Research (, a leading market research company, among 1,000 women, ages 40+, between March 11th and March 18th,  2014, using an email invitation and an online survey. Quotas have been set to ensure reliable and accurate representation of U.S. women ages 40+.

Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the changes are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

About Bayer HealthCare

The Bayer Group is a global enterprise with core competencies in the fields of health care, agriculture and high-tech materials. Bayer HealthCare, a subgroup of Bayer AG with annual sales of EUR 18.9 billion (2013), is one of the world's leading, innovative companies in the healthcare and medical products industry and is based in Leverkusen, Germany. The company combines the global activities of the Animal Health, Consumer Care, Medical Care and Pharmaceuticals divisions. Bayer HealthCare's aim is to discover, develop, manufacture and market products that will improve human and animal health worldwide. Bayer HealthCare has a global workforce of 56,000 employees (Dec 31, 2013) and is represented in more than 100 countries. More information is available at

The Consumer Care division of Bayer HealthCare is headquartered in Whippany, N.J. USA.  Bayer's Consumer Care division is among the largest marketers of over-the-counter medications and nutritional supplements in the world. Some of the most trusted and recognizable brands in the world today come from the Bayer portfolio of products. These include Aleve®, Alka-Seltzer®, Alka-Seltzer Plus®, Apronax®, Aspirin®, Bactine®, Bayer® Aspirin, Bepanthen®, Bepanthol®, Berocca®, Cal-D-Vita/Elevit®, Canesten®, Flanax®, Flintstones™ Vitamin, Midol®, One A Day® Vitamin, Phillips'® Milk of Magnesia, Redoxon®, Rennie®, Supradyn®, Talcid® and Vital 50 Plus®.

Forward-Looking Statements

This release may contain forward-looking statements based on current assumptions and forecasts made by Bayer Group or subgroup management. Various known and unknown risks, uncertainties and other factors could lead to material differences between the actual future results, financial situation, development or performance of the company and the estimates given here. These factors include those discussed in Bayer's public reports which are available on the Bayer website at The company assumes no liability whatsoever to update these forward-looking statements or to conform them to future events or developments.   

i Bayer/Citracal Survey: Conducted by Wakefield Research. Demographic Report, 1,000 U.S. Women Ages 40+. March (2014).
iv Bayer/Citracal Survey: Conducted by Wakefield Research. Demographic Report, 1,000 U.S. Women Ages 40+. March (2014).

+ Adequate calcium and vitamin D throughout life, as part of a well-balanced diet, may reduce the risk of osteoporosis.

++ No Purchase Necessary to enter or win.  A purchase will not increase your chances of winning. To enter, visit Sweepstakes starts on 4/21/14 and ends 7/21/14.  Open to legal U.S. residents 30 years of age or older.  Void where prohibited, restricted, or taxed by law.  Odds of winning depend on number of entries received. For full official rules, go to Sponsor:  Bayer HealthCare LLC, 100 Bayer Blvd, Whippany, NJ 07981


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SOURCE Bayer HealthCare