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In Brief: Penederm Avita

This article was originally published in The Rose Sheet

Executive Summary

Penederm Avita: Firm submits to FDA July 16 results from a three-month, 675-patient clinical study showing "statistically significant efficacy at the 95% confidence level" for its anti-acne retinoic acid gel treatment Avita. The study compared Avita to J&J's Retin-A and placebo in four efficacy parameters -- total lesions, inflammatory lesions, noninflammatory lesions and global assessment. Penederm is submitting the results as an amendment to its NDA for Avita after receiving a "non-approvability" letter from FDA for the prescription acne drug. The agency requested additional data on the noninflammatory lesion endpoint, stating that results from Penederm's second clinical study did not replicate those from the first study. The Foster, Calif.-based company said that the results from the third study "address...the clinical issue raised" in FDA's action letter. A second action letter regarding the cream formulation of Avita stated that approval of that product is dependent on approval of the gel version...

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ModiFace launches forecasting tool: Toronto-based virtual makeover firm introduces ShadeCast, a makeup sampling and forecasting tool based on behavioral tracking. ShadeCast is used in conjunction with iPhone application MakeUp, which allows consumers to virtually try on makeup in hundreds of shades from brands including Revlon, Cover Girl, Lancome and Clinique. ShadeCast offers 1,000 cosmetic shades from 40 brands and assigns a ShadeScore "to approximately position the [app's] hottest and most sampled color." ModiFace exec Nikkie Gatto likens the app to radio music playlists, helping consumers "looking to capture the current look, but also provide vital market intelligence to our retail channel partners," she says in Nov. 3 release. "The value of data to demonstrate the aggregate behavior will help the industry predict the latest trends and help cosmetic manufacturers better understand the color and products which most resonate with online and iPhone virtual makeover users," the company says

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