SCOTTSDALE, Ariz., July 23, 2007 (PRIME NEWSWIRE) -- Medicis (NYSE:MRX) announced today launch of a new national television advertising campaign for Restylane(R), the #1 selling cosmetic dermal filler in the world.
The campaign hits when the marketplace is ripe for expansion. Last year, for example, approximately 2 million dermal injection procedures, such as Restylane, were conducted(1). These products, now including the recently FDA-approved Perlane(R), help restore a more youthful appearance by reducing facial wrinkles and folds, such as the lines from the nose to the corners of the mouth (nasolabial folds). It is estimated that another 25 million people have interest in non-surgical cosmetic procedures.
"As a leader in facial aesthetics, we strive to meet the demands of this growing marketplace through innovative, intelligent marketing," said Jonah Shacknai, Chairman and Chief Executive Officer of Medicis.
The commercial communicates the benefits of Restylane by portraying women's inner and outer voices and by showing a "before" and "after" transition of an actual patient. "We know that women choose Restylane to not only look better, but also to feel more confident and ready to face the world," continued Shacknai. "This perspective is the central theme of our commercial and an integral part of our marketing efforts. We strongly believe that we will break down barriers and open consumers to a new and positive experience with our advertising campaign."
While this is the first direct-to-consumer advertising campaign for Restylane, forward-thinking, targeted marketing initiatives remain the focus at Medicis, such as viral marketing on YouTube and "Hottest Mom in America" television program.
The new commercial can be seen on cable channels during popular TV shows, such as Army Wives. Additionally, for the next eight weeks, the commercial will be available for viewing at www.RestylaneUSA.com/TV.
About Medicis Aesthetics(TM)
Medicis Aesthetics(TM), a subsidiary of Medicis, markets the number one selling dermal filler in the U.S., Restylane, as well as the recently FDA-approved dermal filler, Perlane.
Restylane was the first cosmetic dermal filler made of non-animal-sourced hyaluronic acid (bacterially derived). Hyaluronic acid is a natural substance in the human body that provides volume and fullness to the skin. More than 4 million treatments have been performed with Restylane in more than 70 countries since the first product was introduced in 1996, and it is the most-studied cosmetic dermal filler in the world.
Founded in 1988, Medicis is the leading independent specialty pharmaceutical company in the U.S. focusing primarily on the treatment of dermatological and podiatric conditions and aesthetics medicine. The Company is dedicated to helping patients attain a healthy and youthful appearance and self-image. Medicis has leading branded prescription products in a number of therapeutic categories, including acne, eczema, fungal infections, psoriasis, rosacea, seborrheic dermatitis, and skin and skin-structure infections. Medicis was founded and is headed by Chairman and Chief Executive Officer, Jonah Shacknai, and its stock is publicly traded on the New York Stock Exchange (NYSE:MRX). For more information about Medicis, please visit the Company's Web site at www.medicis.com.
Important safety considerations of Restylane(R)
Restylane(R) restores volume and fullness to the skin to correct moderate to severe facial wrinkles and folds, such as the lines from your nose to the corners of your mouth (nasolabial folds). After your treatment, you might have some swelling, redness, pain, bruising, and tenderness. This will normally last less than seven days. Although rare, red or swollen small bumps may occur. If you have had facial cold sores before, an injection can cause another outbreak. In rare circumstances, the doctor may inject into a blood vessel, which can damage the skin. To avoid bruising and bleeding, you should not use Restylane if you have recently used drugs that thin your blood or prevent clotting. If you are pregnant, breastfeeding, or under 18, you should not use Restylane.
Restylane should not be used by people with previous bad allergies, particularly to certain microorganisms known as gram positive bacteria; by people with previous bad allergies to drugs that have required in-hospital treatment; or by people with bleeding disorders. Restylane should not be injected anywhere except the skin or just under the skin.
The use of Restylane at the site of skin sores, pimples, rashes, hives, cysts, or infection should be postponed until healing is complete. Use of Restylane in these instances could delay healing or make your skin problems worse.
Important safety considerations of Perlane(R)
Perlane(R) restores volume and fullness to the skin to correct moderate to severe facial wrinkles and folds, such as the lines from your nose to the corners of your mouth (nasolabial folds). After your treatment, you might have some swelling, redness, pain, and bruising. This will normally last less than seven days. Although rare, red or swollen small bumps may occur. If you have had facial cold sores before, an injection can cause another outbreak. In rare circumstances, the doctor may inject into a blood vessel, which can damage the skin. To avoid bruising and bleeding, you should not use Perlane if you have recently used drugs that thin your blood or prevent clotting. If you are pregnant, breastfeeding, or under 18, you shouldn't use Perlane.
Perlane should not be used by people with previous bad allergies, particularly to certain microorganisms known as gram positive bacteria; by people with previous bad allergies to drugs that have required in-hospital treatment; or by people with bleeding disorders. Perlane should not be injected anywhere except the skin or just under the skin.
The use of Perlane at the site of skin sores, pimples, rashes, hives, cysts, or infection should be postponed until healing is complete. Use of Perlane in these instances could delay healing or make your skin problems worse.
Restylane and Perlane are available only through a licensed practitioner. For complete product and safety information, visit www.RestylaneUSA.com or call 800-550-5115.
Forward-Looking Statements
This press release contains "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act. All statements included in this press release that address activities, events or developments that Medicis expects, believes or anticipates will or may occur in the future are forward-looking statements. These statements are based on certain assumptions made by Medicis based on its experience and perception of historical trends, current conditions, expected future developments and other factors it believes are appropriate in the circumstances. No assurances can be given, however, that these activities, events or developments will occur or that such results will be achieved. Such statements are subject to a number of assumptions, risks and uncertainties, many of which are beyond the control of Medicis. Several of these risks are outlined in the Company's most recent annual report on Form 10-K for the year ended December 31, 2006, and other documents we file with the Securities and Exchange Commission. Forward-looking statements represent the judgment of Medicis' management as of the date of this release, and Medicis disclaims any intent or obligation to update any forward-looking statements contained herein, which speak as of the date hereof.
NOTE: Full prescribing information for any Medicis prescription product is available by contacting the Company. RESTYLANE(R) and PERLANE(R) are trademarks of HA North American Sales AB, a subsidiary of Medicis Pharmaceutical Corporation. All other marks are the property of Medicis or its Affiliates.
References
(1) American Society for Aesthetic Plastic Surgery