Healthcare: Resolute aids launch of Mentor's Puragen

Resolute Communications is handling the pan-European launch of dermal-filler product Puragen - used to correct wrinkles, enhance lips and improve depressed scars.

Mentor Corporation, the US firm behind the product, will become the latest entrant in the growing market for non-surgical cosmetic treatments.

Puragen, administered by injection, will compete with brands such as Medicis Pharmaceuticals' Restylane and Genzyme/Inamed's Hylaform, both of which are available in the UK.

Puragen will be available from cosmetic dermatologists and plastic surgeons in the UK and Europe from Wednesday.

Resolute is targeting the business and medical press, while attendance at events such as July's World Congress of the International Academy for Cosmetic Dermatology in Paris is also planned.

Consumer-oriented work is on the cards later this year, targeting a 35 to 55-year-old, mainly female audience, via case studies and surveys.

Mentor won approval to market Puragen, whose pre-launch name was Hyalite, in Europe last summer. It is the first of several products planned for the facial rejuvenation market.

Mentor wants to launch Hyalite in the US later this year. The FDA approved Restylane in December 2003, while Hylaform was approved 13 months ago.

The firm is based in Santa Barbara, California.

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