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L’Oréal Paris launches digital campaign to promote new Voluminous False Fiber Lashes mascara

BY Antoinette Alexander

NEW YORK — L’Oréal Paris is celebrating the recent launch of its Voluminous False Fiber Lashes mascara with a nationwide digital campaign that encourages women to say “no to faux."

Consumers can visit L’Oréal Paris’ Facebook page to take the pledge and enter daily for the chance to win a free full-size Voluminous False Fiber Lashes mascara. While at the brand’s Facebook page, beauty aficionados also can learn about the product’s fiber technology, watch a featured tutorial video with L’Oréal Paris consulting markup artist Collier Strong and read the latest consumer reviews from real women who are no longer faking it.

On a mission to reinvent the false lash look, L’Oréal Paris harnessed the power of a dual-fiber formula to take lashes from ordinary to outrageous with just a few sweeps. A combination of super-fine nylon and rayon fibers adhere to natural lashes, enveloping them from root to tip thanks to an exclusive polymer in the formula. Meanwhile, an architectural precision brush with a 40-degree angle and reverse twist bristles ensure optimal application, making lashes appear fuller, longer, curled and sculpted.

The formula is available in five shades, including black, blackest black, black brown, waterproof black and waterproof blackest black.

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Lilly removes Xigris from market

BY Alaric DeArment

INDIANAPOLIS — Eli Lilly is withdrawing one of its drugs from the market after clinical trials showed it to be ineffective.

The drug maker announced Tuesday the withdrawal of Xigris (drotrecogin alfa [activated]) from all markets following results of the "PROWESS-SHOCK" study, which found that it did not produce a statistically significant reduction in 28-day, all-cause death in patients with septic shock. The company said there were no new findings regarding the drug’s safety profile.

The drug was used to treat sepsis, a common and deadly disease that can develop as a complication after such illnesses as bacterial infections and pneumonia, and results from an overwhelming systemic response to infection that can lead to organ failure and death.

"[The] study failed to demonstrate that Xigris improved patient survival and thus calls into question the benefit-risk profile of Xigris and its continued use," Lilly SVP and chief medical officer Timothy Garnett said. "Patients currently receiving treatment with Xigris should have treatment discontinued, and Xigris treatment should not be initiated for new patients."


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CDC panel recommends HPV vaccination for boys

BY Alaric DeArment

ATLANTA — An advisory committee of the Centers for Disease Control and Prevention is recommending that all boys ages 11 and 12 years old get vaccinated against human papillomavirus, the CDC said Tuesday.

The agency said the Advisory Committee on Immunization Practices voted for recommending routine vaccination of boys with three doses of HPV4 to protect against the virus. The vaccination is able to prevent such HPV-related conditions as cancer and prevent the spread of the virus to sexual partners. The recommendation is still subject to the CDC’s approval, the agency said.

The CDC already recommends the routine vaccination of girls and women ages 9 to 26 years against the virus.

Two HPV vaccines currently exist on the market: Merck’s Gardasil and GlaxoSmithKline’s Cervarix.


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