Glaxo's Stiefel Labs Touts Penetrating Foam In MaxClarity Acne Treatment
This article was originally published in The Tan Sheet
Executive Summary
Stiefel Laboratories differentiates its MaxClarity Acne Management System with VersaFoam technology to deliver active ingredients in foam
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Stiefel Laboratories differentiates its MaxClarity Acne Management System with VersaFoam technology to deliver active ingredients in foam. The GlaxoSmithKline subsidiary says MaxClarity is the only acne treatment line offering the technology designed to allow micronized forms of benzoyl peroxide and salicylic acid to penetrate skin quicker than they do through a cream or lotion. Additionally, VersaFoam works without leaving a residue that can cause irritation and redness, according to Stiefel. Coral Gables, Fla.-based firm also says many consumers prefer the system's aesthetics to other acne-fighting formulas on the market. "Having a breakout is hard enough," according to a video of a spokesperson on the MaxClarity website. "Why dread the sticky, smelly creams on top? With foam, your dose is practically weightless and glides on so lightly, you'll hardly even notice." Further, users may be inclined to use the formula wherever they experience break-outs on their bodies because the foam is so lightweight, the company suggests. Stiefel picked up VersaFoam through its acquisition of Connetics Corp. in 2006 for $640 million (1 (Also see "Stiefel Uses Coffee Berry, Connetics Buy To Close In On Aesthetic Market" - HBW Insight, 15 Jan, 2007.)). It uses the technology in a number of antibiotic and corticosteroid pharmaceutical products it markets. A study on the technology, led by Connetics researchers and published in the Journal of the American Academy of Dermatology in 2005, found that components within the foam act as penetration enhancers in skin by "reversibly alter[ing] the barrier properties of the outer stratum corneum, thus driving the delivered drug across the skin membrane via the intracellular route." In contrast, traditional topical delivery vehicles "must first rely on hydration of the intercellular spaces in the stratum corneum to achieve drug delivery," according to the study abstract. Such techniques "may result in comparatively slower drug permeation," the investigators say. Cleanse, Treat & Tone For MaxClarity The MaxClarity system entails three products that work together to manage, treat and prevent acne. The brand's Foam Deep Cleanser contains 2.5 percent benzoyl peroxide to treat acne on the face, chest and back, while Foam Advanced Acne Treatment is an "invisible, leave-on foam" also with 2.5 percent of the ingredient that dries quickly and fights acne during the day, according to Stiefel. The third product, Foam Rejuvenating Toner, is a leave-on foam with 0.5 percent salicylic acid "that exfoliates dead skin cells to reveal a healthier, glowing complexion," the company says. In a recent clinical trial, two-thirds of MaxClarity users experienced clinically significant improvement in their acne in one week, Stiefel says, and four-fifths experienced clinically significant improvements in four weeks "with little to no irritation or redness." The products are available on the brand's website for a limited-time price of $19.95. The firm has no plans to introduce the line at retail stores. Stiefel is promoting MaxClarity with commercials on national cable networks. The regimen also is being targeted to social media networkers, including Twitter and Facebook users. The launch of MaxClarity could reflect the new resources powering Stiefel's dermatology business following GSK's acquisition of the firm in April 2009 (2 (Also see "Glaxo Augments OTCs With Stiefel Deal, Gains Strong Dermatology Foothold" - Pink Sheet, 27 Apr, 2009.)). In early 2010, Glaxo CEO Andrew Witty said the firm is looking to expand Stiefel's Rx and nonprescription dermatology brands to a global audience, noting the ranges had never been well commercialized due to resource constraints (3 (Also see "GSK's Launches, Global Expansion Drive Consumer Sales Ahead Of Market" - Pink Sheet, 3 May, 2010.)). Most of Stiefel's brands are prescription only, including its acne-fighting Brevoxyl line with 4 percent benzoyl peroxide. However, the company's portfolio include dry-skin treatment brand Impruv , which is available directly to consumers online. - Eileen Francis |