BEAUTY CARE

Lexington International launches full-scale marketing campaign for HairMax LaserComb

BY Antoinette Alexander

BOCA RATON, Fla. Lexington International has announced the launch of its the HairMax LaserComb to more than 9,000 dermatologists in the United States.

The HairMax LaserComb is the first device of its kind to be cleared for marketing by the FDA for certain types of male Androgenetic Alopecia (male pattern baldness). It is available without a prescription.

The medical launch campaign originated with the creation of a Web site aimed specifically at physicians and health care professionals. The site, www.hairmax.com, provides information on the clinical indications and uses of the HairMax LaserComb.

Following completion of the Web site, the manufacturer began a direct mail program announcing the availability of the device to dermatologists. The mailer contained information on the FDA clearance of the HairMax LaserComb, which was supported by a controlled double-blinded study.

The next phase of the campaign will involve providing in-house support to medical professionals via Lexington’s Professional Services Department and utilizing a combination of physician directed journal advertisements, and other direct mail programs.

Future plans for the campaign include Lexington’s planned exhibition at the American Academy of Dermatology Meeting in February 2008, as well as future meetings directed at medical professionals.

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Former CTFA changes name, launches Web site

BY Antoinette Alexander

WASHINGTON The Cosmetic, Toiletry and Fragrance Association has changed its name to the Personal Care Products Council to reflect its increasingly diverse membership. The trade association also launched a new consumer information Web site that features information about cosmetic safety.

“We are a science-based, safety-first organization and industry with a long track record of safety initiatives that go beyond the requirements of the law,” stated Pamela Bailey, president and chief executive officer of the association that represents the $250 billion global cosmetic and personal care products industry. “Our new name, motto and consumer Web site are the latest expression of our shared core values of safety, quality and innovation.”

The new site, located at www.cosmeticsinfo.org, is an online resource for safety information about cosmetic ingredients and the science behind personal care products. The site currently contains information on 13 ingredients used in cosmetic and personal care products today. In addition, the site provides links to other authoritative bodies and to scientific research. The site will continue to be expanded and updated with new information.

This, however, is far from the group’s first safety initiative. Past steps include the establishment in 1976 of the Cosmetic Ingredient Review Expert Panel, an independent, nonprofit body of scientific and medical experts that assess the safety of cosmetic ingredients used in the United States. With the participation of the Food and Drug Administration and the Consumer Federation of America, CIR reviews the safety of cosmetic and personal care product ingredients in an open forum and publishes the results in peer-reviewed scientific literature.

Earlier this year, the council also instituted a Consumer Commitment Code that formalizes and strengthens some practices already in place for most companies, such as the current reporting of manufacturing establishments to the FDA, and includes new practices such as a Safety Information Summary Program that makes cosmetic product and ingredient safety information immediately available to the FDA upon request.

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Bare Escentuals names Kristina Leslie to its board

BY Antoinette Alexander

SAN FRANCISCO Bare Escentuals, a maker of mineral-based makeup, has appointed former DreamWorks Animation SKG chief financial officer Kristina Leslie as an independent member of its board, bringing to nine the number of directors.

Leslie, who brings more than 15 years of private and public company strategic and management experience, worked for DreamWorks Animation SKG from its IPO in October 2004 through February 2007. Before that, she served in the same capacity at DreamWorks Studios SKG since the fall of 2003 and oversaw the corporate finance and strategic planning functions for the company since 1996. Prior to joining DreamWorks, she was director of financial planning at Viacom following its acquisition of Paramount Communications.

In addition, the company reiterated its previously issued fiscal 2007 diluted earnings per share guidance of a range of 89 cents to 94 cents on about 93.2 million shares outstanding and its fiscal 2008 diluted earnings per share guidance of a range of $1.13 to $1.18.

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