Del Pharmaceuticals' new Dermarest Psoriasis line with salicylic acid has no unpleasant medicinal odor and does not stain hair and clothing like other products in the category, the company claims.

While other psoriasis treatments contain coal tar, Del says its four offerings provide a more "cosmetically elegant remedy" that represent "the most complete line of nonprescription psoriasis products...formulated to provide immediate and continuous multi-symptom relief with regular use."

FDA's final monograph for dandruff/seborrhea/psoriasis products lists coal tar preparations, salicylic acid and topical hydrocortisone as Category I (generally recognized as safe and effective) ingredients for use in OTC psoriasis treatments.

The Dermarest Psoriasis line will be backed by a $7 mil. ad campaign. Radio spots and print ads aimed at reaching 85% of the line's target audience will launch in August. The print ads will appear in magazines including Reader's Digest, Good Housekeeping, People and Better Homes & Gardens. Gotham (New York) is the ad agency of record.

The Dermarest line extensions also will be promoted with $1-off coupons and information booklets sold with each product, as well as through materials sent directly to health care professionals and psoriasis sufferers.

The Dermarest Psoriasis line, available now in food, drug and mass channels, began shipping in early June. The four new products retail for $7.99 and include a medicated scalp treatment, medicated skin treatment and medicated moisturizer in 4 fl. oz. bottles, as well as an 8 fl. oz. medicated shampoo plus conditioner. The products may be used up to four times daily for maximum effectiveness.

Product packaging notes both the scalp treatment and shampoo/conditioner control "crusty scalp build-up," while the skin treatment "controls scaling and crusting." The four items join the Dermarest line of anti-itch creams and gels.

Del Labs' net sales in the fiscal second quarter ended March 31 were $67.4 mil., a 9.1% increase over the 1999 period. Selling and administrative expenses were $35.5 mil., the company reported. Earnings jumped 36.9% to $501,000.

Del Dermarest Psoriasis Line Backed By $7 Mil. Ad Campaign

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