Millions of Americans are taking food supplements and applying skin care products in a never ending battle to stay & look younger, feel better, and treat their ills. They take these based on what they read, see and hear with a small percentage actually getting advice from their healthcare practitioners. For most, this guessing game leaves people uncertain, confused and often ingesting supplements and applying topical creams that are not specific to their individual needs. How is one to choose from the hundreds of nutritional supplements and skin care products?
 With over half of the population of the United States taking nutritional supplements and using topical skin care products the vast majority are uncertain as to what they’re using and why. Many times this shot-gun approach leads to the over (or under) consumption of vitamins, minerals and active ingredients. For the most part, the very nutrients the body and skin craves never make it into the shopping cart. In the last sixty years, the nutritional and dermatological science has pushed forward and made tremendous breakthroughs in this area. The era of ‘one size fits all’ is coming to an end. In a book published in the 1950’s entitled Biochemical Individuality, University of Texas biochemist, Roger Williams argued: “Each of us has a unique chemical makeup that induces various responses to foods, drugs and the environment. The reason we are unique is that our genes are different.†This unique chemical makeup has sparked the interest of several areas of health and has created the fields of Pharmacogenetics, Nutragenetics and Dermagenetics.
Pharmacogenetics is the prospect of combining pharmacology and genomic capabilities. This science would be a breakthrough because more than 100,000 people die each year as a result of adverse responses to medications that are beneficial to thousands of other individuals. 2.2 million People experience serious reactions and others don’t respond at all. Nutritional companies have known for years that their products are not effective for as many as 2/3rds of their customers. This is because nutritional products are formulated for the average person-but who is average? Are you?
 To distract us from these alarming statistics they promote secret ingredients from exotic places and perfect mixtures that produce extraordinary results. They feed us lines about how others have lost weight, gained energy and look younger. They put us in a “trance of hope†just long enough for us to buy what they have—not what we need. It’s time for a change. You are different from every living thing in the universe—and your DNA proves it. Billions of SNPs (snips) make up the genes that make you one–of-a kind DNA. You’re uniqueness means that you’ll respond differently than other people to generalized (one-size-fits-all) nutrition. Your body has unique nutritional needs based on your genetic code and until you know what that is, you’re guessing. The secret to better health doesn’t come from any product; it’s etched in your genetic code-a scientific truth you can count on. Your DNA doesn’t lie.
 In combination with genetics each individual’s genetic makeup can be assessed before prescribing a generic product. Nutragenetics and Dermagenetics would also examine the individual’s unique make-up and determine which vitamins, minerals, nutrients and active ingredients necessary for optimal health inside and outside. We have mapped our genetic structure and we are unraveling the workings of human biology. This has enormous implications including a new understanding of what specific nutrients best serve our unique genetic, physical and bio-chemical makeup. Nutrients along with certain lifestyle modifications can support our strengths and balance our weaknesses.
Genewize for the 1st time has created the ability to personalize and customize nutritional supplements and beauty products based on your DNA. Here is how it will work, Your DNA assessment starts with a simple cotton swab of your inner cheek to collect skin cells which are sent anonymously to our CLIA certified lab. The lab analyzes the carefully selected panel of genes to determine what your body needs most. Each gene we analyze has been determined by the scientific community to have a significant effect on your health and aging process. This break through is already giving the athletic community concern because it will give athletes an unfair advantage. If you are presently marketing a nutrition product guess what! We have an unfair advantage.
 For more information visit me at www.dnaperformance.com or email your questions at jmridings@dnaperformance.com Remember we have taken the guess work out of nutrition and replaced it with science!
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