Allergan to launch eyelash enhancer

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Allergan is gearing up for the launch of Latisse, the first FDA-approved cosmetic eyelash enhancer, with a website and consumer ads in development.

Allergan estimates that global sales of Latisse could exceed $500 million annually. A complete product website, at www.latisse.com, goes live on January 15. Approved in December, the product will land on drugstore shelves in “late January, early February,” according to Heather Katt, an Allergan spokesperson. Consumer ads will launch “when appropriate,” following the availability of the drug, said Katt. Chandler Chicco and Grey, both of New York City, are handling public relations and advertising for Latisse, respectively. California-based Pacific Communications is Allergan's AOR for professional and patient communications in support of Latisse.

Scott Whitcup, Allergan's EVP of research and development, said in a statement that Latisse fulfills an unmet need in the medical aesthetic marketplace by increasing the growth of eyelashes, making them longer, thicker and darker. 

Bimatoprost ophthalmic solution is also marketed as Lumigan, Allergan's glaucoma eye drops. FDA approved Lumigan in 2001, and Allergan discovered its eyelash-enhancing properties through patient reports.

Latisse is available by prescription only, and is recommended as a once-daily treatment. A 30-day supply will cost $120, the Wall Street Journal reported. A 30-day supply of Lumigan, without insurance, costs $185.99 at Walgreens.

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