This century's "Coke and Pepsi" -- Allergan and Medicis

We are a nation of superficiality and vanity.

We try everything we can to keep young. And wrinkles are a constant thorn on our side. With the boomers aging, there is no wonder that, according to the Wall Street Journal article, "Firms Face Off Over Wrinkles," "the market for drugs, dermal fillers and other devices used in cosmetic medicine totals about $15 billion."

The two companies with the largest market share for "wrinkle-erasing products" have "stepped up their game" to gain the market share of the other. Allergan Inc (producers of Botox) is the market leader for injections to smooth out the wrinkles above the nose. Last year, they released a new "dermal filler," Juvéderm, which lessens wrinkles on the lower half of the face--- thus treading into Medicis Pharmaceutical Corp's territory (Medicis is the market leader for dermal fillers with their product, Restylane). However, Medicis has announced they too hope to release in 2008 a neurotoxin (for wrinkles above the nose) to rival Botox.

The lines have been drawn and this is (marketing) war.

To give you an example, in 2005, Medicis started a rewards program for those who use Restylane; Allergan introduced a Botox benefit program in 2006. Allergan has advertising for Juvéderm on the Jumbotron in Times Square; Medicis is "funding a reality-television show called 'Hottest Mom in America.' " (Yes, yet another reality show.) Allergan, in November and December, gave out freebies of Juvéderm to dermatologists who are "platinum" users of Botox on the condition that they use it on patients who have been using Restylane. According to Allergan, they are trying to "obtain more information about Juvéderm and patients' reactions to it". (wink, wink)

Which will be the winner? Only time will tell.