News release for immediate use

                             Time for Britain to get ‘smart' about sweat

                        It's a simple fact of life that everybody sweats, it's natural and for most people it's not a huge problem. Or is it?

Despite the fact that we all do it, few of us like to admit it. It may be fine for professional athletes to be seen perspiring in the pursuit of excellence, but that's a world away from the rest of us mortals sporting huge sweat patches on a crowded commuter train in rush hour.

Britons spend millions each year on deodorants and antiperspirants to mask the problem and now a recent survey of 2000 adults from across the UK shows that a considerable amount of us still aren't happy. 6 out of 10 women and almost half of men questioned said that they were conscious of how much they sweat and the effect it has on them and the people around them.

Common pressure triggers for sweating include business meetings, dates and commuting, with over a quarter of adults admitting they start to sweat as early as their morning commute. Nearly three fifths of people said they work with or know someone who has a problem with sweat, yet only half had ever broached the problem with them.

And that's not the whole of the problem. The social stigma excessive sweating causes, coupled with our very British habit of not discussing embarrassing issues, are just two of the reasons many people in the UK suffer in silence.

Most people don't know that for an unfortunate number of people excess sweating or ‘hyperhidro-sis' is a recognised medical condition. Experts estimate that over 1 million people suffer with hyper-hidrosis and many may not realise what it is or that it can be treated.

Hyperhidrosis doesn't just affect the armpits; sufferers can struggle with their hands and feet too and, in some cases, parts of the scalp and head.

And for Hyperhidrosis sufferers it can be a 24/7 problem, having to deal with it even in the most relaxed and non-stressful of situations.

Simon Lee of the Simon Lee Sweat Smart Centre in Bristol said: "We pride ourselves on always being at the forefront of the aesthetics industry, which is why we're thrilled to be able to launch miraDry and become a Sweat Smart Centre at my Aesthetic Medical clinic."

Simon was speaking following the successful launch of MiraDry at his clinic in Bristol as the South West's first ‘Sweat Smart Centre'.

Sweat Smart Centres are hubs of excellence in the treatment of hyperhidrosis and excessive sweating.

He continued: "miraDry is a unique treatment which fits in well to the clinic. We see many clients walking through the door who are looking for solutions to their underarm sweat issues and it's a relief to be able to offer them a more permanent solution."

Based in Bristol, the Simon Lee Aesthetic Medical Clinic is a brand new Sweat Smart Centre, which has launched following the success of MediZen in the West Midlands and Dr Rita Rakus' clinic in Knightsbridge, which is currently the only Sweat Smart Centre in London. Sweat Smart Centres offer a full range of problem sweat treatments.

These include iontophoresis treatment for both hands and feet, Botulinum Toxin for other parts of the body for example forehead and groin. Sweat Smart Centres are one of the few places to offer the breakthrough technology which is miraDry.

miraDry is an FDA cleared technology that promises a permanent solution for people suffering from excessive underarm sweating.

With 3 years' clinical experience in over 250 dermatology centres in the USA, miraDry is the ONLY proven non-surgical, simple and safe procedure available to permanently reduce sweat (and odour) for people suffering from axillary hyperhidrosis.

Wendy Lewis, New York based industry commentator, author of 11 books on the cosmetic industry and Editor in Chiefofbeautyinthebag.comsummarises the opportunity, "miraDry is a breakthrough technology that addresses an issue of great concern to both men and women who would just like not to sweat. The freedom of being able to raise your arms without worrying about perspiration and not ruining your designer clothes is life changing. The treatment is safe and straightforward, takes less than one hour, and results are immediate with no downtime. I have had it done myself and highly recommend it. The success of miraDry's innovative procedure represents a quantum leap over other methods."

Additional infirmation is available at http://www.miradryme.co.uk/

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Editors’ Notes

Release issued by Steve Holden of Prominent Media and Communications, Vienna House, Birmingham International Park, Solihull, West Midlands. B37 7GN. Direct: 07973-329964

Direct interviews, high resolution photo's and live filming of the treatment is available. Please contact us for availability.

About miraDry UK

Over 300 dermatology-led centres have so far treated over 40,000 patients in the USA and Asia and leading medical Professor of Dermatology, Tony Chu, at Hammersmith Hospital in London has already clinically proven that the treatment is a safe, effective and permanent way of eliminating underarm sweat and odour.