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Rogaine Extra Strength launch to be supported with $80 mil.; ads break Jan. 1.

This article was originally published in The Rose Sheet

Executive Summary

ROGAINE EXTRA STRENGTH $80 MIL. AD/PROMO BUDGET TO SUPPORT LAUNCH of the 5% minoxidil solution in its first 12 months on the market. Pharmacia & Upjohn received FDA approval Nov. 14 for the baldness treatment, a stronger version of its 2% minoxidil solution. The $80 mil. ad/promo budget represents an increase over spending for the launch of the original product as an over-the-counter drug in 1996.
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