Latisse Eyelash Stimulant Will Complement, Not Supplant, Mascara – Allergan
This article was originally published in The Rose Sheet
Executive Summary
Allergan does not expect sales of its eyelash growth drug Latisse to take significant market share from mascara makers
|
Allergan does not expect sales of its eyelash growth drug Latisse to take significant market share from mascara makers. According to Doris Day, a New York dermatologist and one of the investigators in Allergan's clinical trials for Latisse, the doctor-prescribed, self-administered eyelash growth stimulant will complement rather than compete against mascara. Ninety percent of clinical trial participants said they would continue to use mascara in addition to Latisse if the latter were approved by FDA, she says. That approval came in late December, just weeks after an FDA advisory panel voted unanimously in favor of Latisse (bimatoprost ophthalmic solution 0.03 percent) to treat hypotrichosis, or hair deficiency, of the eyelashes. Allergan has launched an education and awareness campaign for the drug, which it says "fulfills a significant and previously unmet need in the medical aesthetic marketplace" (1 (Also see "Allergan Creating Awareness For Game-Changing Latisse Eyelash Growth Drug" - HBW Insight, 12 Jan, 2009.), p. 3). Previously cosmetic options for women seeking eyelash enhancement have been available, but none that can so boldly claim to "increase the growth of eyelashes, making them longer, thicker and darker." What Women Want Allergan's advantaged performance claim came at the cost of that clinical data required by FDA for new drugs seeking market entry. The firm's study endpoints for Latisse were set after discussions with consumer panels about what would be most desired from a drug that could enhance eyelashes. Ultimately, a noticeable increase in length, thickness and darkness was identified as most important, Allergan Chief Medical Officer Frederick Beddingfield noted during a Jan. 27 press conference. Allergan assigned its clinical trial endpoints accordingly. The three endpoints were measured by a computer that used the pixels in digital images of eyelashes to calculate change in length, thickness and color. One of the most important components of the clinical research was a measurement of patient satisfaction, which will be "the cornerstone" of Latisse's success, according to Beddingfield. Cosmetic firms with eyelash products that have not undergone such rigorous clinical testing have had to cushion their claims with phrasing like that used by Cosmetic Alchemy for its LiLash product, which "will grow the appearance of the longest, fullest lashes you have ever had," the company says. Mascara traditionally has been marketed along similar lines, which could make it vulnerable to a product with aggressive performance claims backed by FDA and more than a decade of clinical data. Jan Marini Skin Research, which markets Marini Lash Eyelash Conditioner and Marini Mascara Performance Mascara, recently issued a statement highlighting the potential advantages of its product versus Latisse, emphasizing the affordability of Marini Lash specifically. Jan Marini also noted that its product does not come with the warning labels that Latisse does and does not contain bimatoprost, "the glaucoma drug in Latisse that was developed by Allergan to treat a serious ocular condition." Ironically, it was Jan Marini's use of bimatoprost in an earlier-generation eyelash conditioner that drew FDA action in November 2007, as well as an Allergan lawsuit; Jan Marini suspended sales of its Age Intervention eyelash products in early 2008 (2 (Also see "Jan Marini Ceases Eyelash Product Sales Due To Allergan Suit, FDA Threat" - HBW Insight, 14 Jan, 2008.), p. 8). Mascara makers may choose to take a marketing approach similar to Jan Marini's, pointing out the economical appeal of their offerings compared with Latisse - which, according to Jan Marini, costs roughly $1,440 for a year's supply - or to tout the complementary nature of the products. In any event, the market is worth fighting for. As Allergan's Beddingfield noted, "eyelashes are a big deal." According to U.S. Census data, there are 57 million female consumers between the ages of 18 and 65 with household incomes of $50,000 or more; based on Allergan's research and analysis, approximately 27 million of those women place importance on their eyelashes. Of those, one-third, or more than nine million, will talk to their doctors about Latisse, the firm predicts. Allergan has projected that global peak sales of Latisse could exceed $500 million per year. - Lauren Smith ([email protected]) and Ryan Nelson ([email protected]) |