Medicis Presents the Dysport(TM) Challenge: Love It or Leave It

Medicis (NYSE:MRX) today announced the launch of its new program, the “Dysport Challenge.” Approved by the U.S. Food and Drug Administration (FDA) in April 2009, Dysport (abobotulinumtoxinA) is a prescription injection used to temporarily improve the look of moderate to severe frown lines between the eyebrows (glabellar lines) in adults less than 65 years of age.

“We continue to be pleased with the positive feedback from physicians and patients who are using Dysport,” said Jonah Shacknai, Chairman and Chief Executive Officer of Medicis. “We are so confident patients will love Dysport that we are introducing the Dysport Challenge. Patients may try Dysport and save $75.  If they love it, they may receive $75 off their next Dysport treatment for a total savings of $150.  Patients who do not love their Dysport treatment can have their frown lines treated with another botulinum toxin type A product and receive a $75 rebate.” 

The Dysport Challenge runs from March 1 through April 30, 2010. Offer terms and conditions apply. For complete offer details, please see below, visit www.DysportUSA.com or talk to your licensed healthcare professional.  Ask your healthcare professional if Dysport is right for you.

Visible Improvements

With just one injection into each of five points between and above the eyebrows, Dysport blocks the signal from the nerve to the muscles, ultimately resulting in a localized reduction of muscle activity in the treated area, which temporarily prevents contraction of the muscles that cause frown lines.  The untreated facial muscles still contract normally, allowing patients to freely show facial expressions, such as smiling, in the untreated areas.

Although office visit time varies, the procedure generally takes about 10 to 20 minutes, and there is little to no downtime after treatment.  Ask your doctor about any precautions you should take after your treatment.  Call your doctor or get medical help right away if you have any problems swallowing, speaking, or breathing.  If this happens, do not drive a car, operate machinery, or do other dangerous activities. 

See Important Safety Information including Boxed Warning on the following pages and accompanying Medication Guide.

About the U.S. Aesthetic Market

According to the American Society for Aesthetic Plastic Surgery (ASAPS), over 10 million cosmetic procedures were performed in the United States in 2008, 83% of which represented nonsurgical procedures. Injections of botulinum toxin type A have been the #1 nonsurgical cosmetic procedure for the past 5 years, with over 2.4 million total procedures in 2008 alone.(1)  The U.S. aesthetic market for botulinum toxin type A is estimated to be approximately $300 million to $400 million.(2)

About Medicis

Medicis is the leading independent specialty pharmaceutical company in the United States focusing primarily on the treatment of dermatological and aesthetic conditions.  The Company is dedicated to helping patients attain a healthy and youthful appearance and self-image.  Medicis has leading branded prescription products in a number of therapeutic and aesthetic categories. The Company’s products have earned wide acceptance by both physicians and patients due to their clinical effectiveness, high quality and cosmetic elegance.

The Company’s products include the brands DYSPORT™ (abobotulinumtoxinA) 300 Units for Injection, PERLANE^® Injectable Gel, PERLANE-L™ Injectable Gel with 0.3% Lidocaine, RESTYLANE^® Injectable Gel, RESTYLANE-L™ Injectable Gel with 0.3% Lidocaine, DYNACIN^® (minocycline HCl Tablets, USP), LOPROX^® (ciclopirox) Gel 0.77% and Shampoo 1%, PLEXION^® (sodium sulfacetamide 10% and sulfur 5%) Cleanser, Cleansing Cloths and Cream, SOLODYN^® (minocycline HCl, USP) Extended Release Tablets, TRIAZ^® (benzoyl peroxide) 3%, 6% and 9% Cleansers and Pads, and 3% and 6% Foaming Cloths, VANOS^® (fluocinonide) Cream 0.1%, ZIANA^® (clindamycin phosphate 1.2% and tretinoin 0.025%) Gel, AMMONUL^® (sodium phenylacetate and sodium benzoate) Injection 10%/10%, BUPHENYL^® (sodium phenylbutyrate) Tablets and Powder, the LIPOSONIX™ system(3) and the over-the-counter brand ESOTERICA^®.

For more information about Medicis, please visit the Company’s website at www.Medicis.com. Printed copies of the Company’s complete audited financial statements are available free of charge upon request. 

For the full press release see:  http://www.irconnect.com/mrx/pages/news_releases.html?d=185386

 SCOTTSDALE, Ariz., March 1, 2010