Botox Rival Likely to get FDA Approval
The newest trend to hit cosmetic dermatology is a rival to industry leader Botox. Medicis Pharmaceutical Corp is releasing Reloxin an anti-wrinkle and anti-aging injection likely to get FDA approval shortly. The approval was scheduled to have been this coming month, however the FDA is taking extra precaution prior to doing so. Reloxin however has seen successful wrinkle-ridding with very few side effects in test-patients. Reuters reported on the new product saying, "Analysts expect Reloxin to bring in between $25 million and $50 million in the second half of 2009, while Botox sales totaled $1.31 billion in 2008. Medicis is expected to launch the injectable drug at a discount to Botox, but Allergan could counter through rebates and coupons and by bundling its diverse aesthetic products into value-added packages for customers." Very rarely has a Botox rival emerged in the market and successfully surpassed the Allergen conglomerate. Die hard Botox fans are not keen to swap over from their quarterly Botox pricks, so this will have to be marketed adroitly before people catch onto it.