BEAUTY CARE

Allergen receives FDA approval for eyelash enhancement product

BY Antoinette Alexander

IRVINE, Calif. Pharmaceutical company Allergen has received Food and Drug Administration approval for a new prescription product that increases the length, thickness and darkness of eyelashes.

Latisse is a once-daily prescription treatment that is applied to the base of the upper eyelashes with a single-use-per-eye disposable applicator.

Users can expect to see longer, fuller and darker eyelashes in as little as eight weeks, with full results in 16 weeks. To maintain the effect, continued treatment with Latisse is required, according to the company. If a patient stops using the product, eyelashes will gradually return to where they were prior to treatment over a period of weeks to months.

The product will be available with a prescription only and is expected to launch nationwide in the first quarter of 2009. Allergen estimates global peak sales of Latisse could exceed $500 million a year.

Latisse was clinically tested in a Phase III, multi-center, double-masked, placebo-controlled study to assess its safety and efficacy. In addition, like Botox, which was first approved by the FDA as a medical treatment for eye disorders and was later found to have an aesthetic benefit, bimatoprost, the active ingredient in Latisse, was first approved in 2001 as a medical product to lower intraocular pressure in people with open-angle glaucoma or ocular hypertension. Patients treated with bimatoprost for this specific eye condition experienced eyelash growth as a side effect.

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L’Oreal signs actress Elizabeth Banks as celebrity spokeswoman

BY Antoinette Alexander

NEW YORK L’Oreal Paris has signed actress Elizabeth Banks as a new spokesperson for the company and its brands. Banks will be featured in new print and television advertisement in the United States in February.

“We are thrilled to welcome the beautiful and talented actress Elizabeth Banks to our L’Oreal Paris family of spokespeople,” said Karen Fondu, president of the L’Oreal Paris division of L’Oreal USA. “[Banks] is the newest addition to an amazing line up of exceptional women who all embody the values of L’Oreal. [Banks]’s talent and beauty is matched by her intelligence and approachability. She has a natural charm and an incredible ability to captivate an audience.”

Banks can currently be seen as First Lady Laura Bush opposite Josh Brolin (as George W. Bush) in Oliver Stone’s “W” and can also be seen starring opposite Seth Rogan in Kevin Smith’s “Zack and Miri Make a Porno.” For early 2009, Banks will star in “Uninvited” and “Lovely Still.”

On the small screen, Banks has a recurring role as Dr. Kim Porter on NBC’s hit television series “Scrubs.”

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Dial Corp. moves headquarters to Scottsdale

BY Antoinette Alexander

SCOTTSDALE, Ariz. The Dial Corporation, a company of Henkel AG & Co. KGaA, has announced the move into Dial’s new North American Consumer Products headquarters here.

“This building will provide us an exciting and innovative environment where our employees will thrive and flourish, and it is the first time our R&D and administrative offices will be under one roof. The highly creative building design will inspire collaboration and innovation between our scientists and businesses,” said Brad Casper, Dial president and chief executive officer.

Dial’s new 350,000-square-foot facility will span 4.75 acres with four levels, and three underground parking levels. Dial expects to meet Leadership in Energy and Environmental Design Certification for its sustainable building elements sometime in 2009.

Dial’s brands include Dial soaps and Right Guard antiperspirants/deodorants.

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