Media Release:

Phthalates and Xenoestrogens:
Why choose 100% Phthalate free for your baby

Studies have shown that phthalates are also xenoestrogens - chemicals which can mimic the effect of estrogen (the female hormone) on the body.

In male infants, exposure to xenoestrogens including phthalates can cause abnormal development of the reproductive system, including low sperm counts later in life. In females, it is thought to be linked to early onset puberty. The results of recent published clinical trials have shown, the effects can be long term and extremely detrimental to a babies normal hormone development.

What are Phthalates? - They are synthetic chemicals used to soften PVC plastic and make it more flexible. They are often used in toys and baby personal care products, as well as adult personal care products such as nail polish and many other items with synthetic fragrances. They are found in the majority of baby personal care products found on the shelves in Australia, but are banned in the EU and in many states across the USA in baby care.

A clinical trial* outcome published in Pediatrics journal in Feb 2008, suggests "it is a good idea to decrease the amounts of personal care products (containing phthalates) used, especially in newborns... young infants are more vulnerable to developmental and reproductive toxicity given their immature metabolic system capability and increased dosage per unit body surface area. The results cannot be argued... phthalates should be of concern when using them on your baby. Parents should be aware that when choosing shampoos, lotions & powders they should choose those free from phthalates."

The experts at Belli have known about the risks of xenoestrogens and phthalates for several years, and were able to use that information to help formulate their products. Parents can feel completely confident knowing that the Belli Baby collection contains only natural fragrances, and is 100% phthalate free.

Belli Baby goes a step further caring even more for your baby, as the only baby skin care range in the world that excludes all known xenoestrogens from their formulations. A short list of just some of the "red flagged" ingredients that may surprise you includes, paraben preservatives, tea tree oil, and the chemical UV sunscreens (benzophenone, oxybenzone, octyl-methoxycinnamate, PABA).

Belli also avoids using plastics in their packaging which are known to contain xenoestrogens such as BPA (bisphenol A) and PVC. To help you choose when in store, you can tell which type of plastic is used by looking at the recycle code on the bottom of the bottle, which has a number with a triangle around it: number 7 (BPA) and number 3 (PVC).

Visit www.phthalatefree.com.au

Mum Zone Release Date: 4th August 2009

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