Little-Known Beauty Secret, VANIQA(TM) Gains Favor Among American Women

More and more women are discovering the benefits of VANIQA(TM) (eflornithine hydrochloride) Cream, 13.9%, for reducing the time-consuming and often painful task of waxing, tweezing or treating their unwanted facial hair. Available by prescription, VANIQA is the first and only product clinically proven to inhibit the growth of women's facial hair.

VANIQA (pronounced VAN-i-ka) represents a milestone in the age-old quest to rid unwanted facial hair. Women First HealthCare, Inc. (Nasdaq: WFHC) today announced that two years after U.S. FDA approval, one million VANIQA prescriptions have been dispensed nationwide, according to data from NDCHealth, a leading healthcare information services company. The easy-to-use cream is gaining favor among women and physicians coast-to-coast for its ability to clear unwanted facial hair, or greatly reduce the time women spend removing or concealing it.

The presence of facial hair is among the most prevalent and bothersome cosmetic concerns a women faces. An estimated 41 million American women have removed unwanted facial hair at least once in the last six months. Likewise, the market for hair removal products and services tops $1.8 billion annually.

Increasingly, women are turning to physicians, such as their OB/GYN, for advice, especially those reaching menopause or dealing with hormonal changes, factors that can increase facial hair growth. Confirming the need for a product that slows hair growth, 43 percent of women surveyed reported they are unhappy with their current method of hair removal and 60 percent think the hair grows back too fast.

"During their annual exams, my patients are increasingly taking more responsibility for their health and appearance; they want to look and feel the best that they can," said Dr. Diana Hoppe, OB/GYN, president of Pacific Coast Women's Health and American College of Obstetricians/Gynecologists section vice chair. "Topping the list are questions about their skin, including acne, blemishes, wrinkles, and unwanted facial hair. I've found VANIQA to be an effective product that reduces excess facial hair growth and allows women to both feel more in control of their appearance, and elevate their self-esteem. It is an incredibly easy product to use and fits nicely into a woman's daily skin regimen."

Available only by prescription, VANIQA can be used by women of all ages, with all skin types. It works regardless of the cause of excess facial hair, be it hereditary, hormonal, part of the aging process or the result of a medical condition. Improvements may be seen as early as four to eight weeks. In clinical trails, results improved the longer VANIQA was used.

"Finally, the constant need for bleaching, waxing or tweezing is over," said Joan Nitis, who has been using VANIQA for four months. "I noticed a significant difference in about three weeks, and I'm thrilled. I don't feel as self-conscious about my appearance, and compared to my previous routine, VANIQA has taken the hassle and stress out of getting ready."

VANIQA works at the root of the problem - within the hair follicle - to block an enzyme necessary for hair growth. It is fragrance-free and gentle enough to be used daily, as part of a woman's regular skin care regimen. The instructions are very easy to follow: women simply apply VANIQA in the morning and again before bedtime. It absorbs quickly, so other skin-care products, cosmetics or sunscreens can be applied as usual.

"VANIQA has shown to have systemic absorption of less than one percent, is appropriate to use on all skin types, and does not interfere with cosmetics and sunscreens," said Leslie Baumann, M.D., director of cosmetic dermatology at the University of Miami. "For patients seeking a professional solution like electrolysis or laser hair removal, I prescribe VANIQA as an adjunct treatment. I believe that VANIQA allows the results of these treatments to last longer and increases patient satisfaction."

VANIQA may be prescribed by any medical doctor. A tube of VANIQA lasts about two months, and costs approximately $49, according to a recent survey of U.S. pharmacies. VANIQA is distributed exclusively by Women First HealthCare, Inc.

ABOUT VANIQA:

Prescription VANIQA is the only FDA-approved treatment clinically proven to slow the growth of unwanted facial hair in women. VANIQA was studied around the lips and under the chin and provided statistically significant improvement in the reduction of hair growth in nearly 60 percent of women. Usage should be confined to these areas. When side effects occurred they were mild and generally resolved without treatment. The most common side effects were minor skin irritations such as temporary redness, hair bumps, stinging, burning, tingling or rash. If no improvement has been seen after six months of appropriate use, VANIQA should be discontinued. VANIQA's use in pregnant women was not studied and therefore cannot be recommended for these patients. For more information, visit www.vaniqa.com or call toll-free 1-888-796-6361 (1-888-7WOMEN1).