Novartis Desenex Max Supported With Comparative TV Ads, FSIs
This article was originally published in The Tan Sheet
The "triple-strength" of Desenex Max compared to other available OTC athlete's foot remedies is emphasized in promotions accompanying the launch of Novartis' new terbinafine hydrochloride 1% cream.
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Novartis Consumer Health's Lamisil AT "cures with just one week's use" advertising claim for the treatment of athlete's foot is not likely to mislead consumers, the National Advertising Division of the Council of Better Business Bureaus determined.
Novartis said its new OTC athlete's foot medication Lamisil AT Cream is the only nonprescription medication that cures athlete's foot with one week of treatment in its announcement that FDA has approved the Rx-to-OTC switch.
Novartis Consumer Health is streamlining and repackaging its Desenex athlete's foot care line to consist of only prescription-strength products; the firm is phasing out the regular strength items.