J&J gears up for launch of Renova wrinkle cream

Drug Store News, Feb 12, 1996

In January, the Food and Drug Administration gave Johnson & Johnson marketing clearance to launch Renova, a prescription skin care cream that reduces fine lines and wrinkles, brown spots and surface roughness.

The active ingredient in Renova is tretinoin, the same active ingredient used in J&J's Retin-A, a prescription acne product. Last year J&J paid $7.5 million to settle a case brought by the Justice Department that had accused the company of illegally promoting Retin-A's use as an anti-wrinkle aid. The product, targeted for women between 30 and 50 years old, will hit stores this month.

In the clinical studies for Renova, physicians noted improvement in fine wrinkling in 64 percent of the patients, reduction in brown spots in 65 percent of the patients and smoothing of surface roughness in 51 percent of the patients, according to the company's research.

The marketing campaign, which has yet to be finalized, will include a major educational program directed at both pharmacists and dermatologists at the end of February, according to William Cordivari, general manager of Ortho Pharmaceutical's dermatological division. Ortho is a division of J&J.

One factor likely to affect Renova's sales will be the decision by managed care companies whether to pay for the product. "Insurance companies won't cover it because it's a cosmetic use," predicted Robert Manney, category manager, pharmaceuticals, for Brooks Pharmacy. "Sixty percent of prescriptions are third party. If half of your chain's customers want it and find out they have to pay full price, they will be reluctant to pay for something that's not proven yet."

Another factor that could impact sales are Renova's side effects. According to company representatives, users experience side effects during the first few weeks of treatment. These include rednese, drying, itching, stinging and irritation. Only 4 percent of the 300 patients used in the clinical trials dropped out of the study because of side effects, Cordivari said.

With use of the product, the skin becomes more susceptible to sun damage, and users are encouraged to use a sun care product with an SPF of 15 or greater. Clinical tests showed that the product was most effective when used in conjunction with suncare products and a moisturizer. J&J plans to push that message in promotions and advertising.