WARNING: As new ad campaign shows, increased sex appeal in women is a positive side effect of using Reversa anti-aging skin care products.

Montreal, Quebec, September 5th, 2006 – What do confident boomer women want?  Reversa, a line of anti-aging skin care, knows. The answer lies in the company’s new ad campaign launched today.  Developed by TAXI Montreal, the ad features an elegant, mature woman sitting on a couch with a handsome, young, naked man sprawled out beside her. The provocative ad then invites women to visit a microsite to learn more about Reversa’s products and their positive side effects.

“Reversa offers skin care products to women that change the way their skin looks, and by extension how they feel.  The women who use our products feel attractive and empowered. The campaign plays on this and provides a forum for women to experience it first-hand,” said Robert Lavoie, president and chief executive officer, Dermtek Pharmaceuticals, the makers of Reversa. “The ad is sexy and, addresses women in a bold, consumer-focused manner, as opposed to the science and chemistry angle favoured by other skin care companies. This campaign focuses on the real benefits of Reversa on women—sex appeal.”

The print ad campaign will run in the October and November issues of several women’s consumer magazines in Canada.  As an extension to the campaign, TAXI Montreal also worked with Reversa to develop a microsite, www.seemoresideeffects.ca, where women have the opportunity to interact with the brand to better understand its full side effects.

Upon entering the site—the entrance to which is a woman’s living room—women are asked to choose from one of four Reversa anti-aging products: UV Anti-Wrinkle Cream, UV Anti-Spot Lightening Cream, Skin Smoothing Cream, and Corrective Night Cream.  Each product has a character assigned to it, a plumber, fireman, gardener and chef, all, of whom of course, are young and good-looking.  She is presented with an option, for example, the gardener has just finished trimming the bushes, she then is able to choose another function for him to perform, such as clean the windows, mow the lawn or recite a poem.  Her choice is followed by a short video featuring the attractive man performing
the selected action.

And the emphasis on the positive side effects of Reversa products does not stop there.
To complement the campaign theme further, women who wish to experience Reversa’s side effects for real will have the chance to bid on Reversa products on eBay.  These products however, will do more than just give women increased sex appeal and younger-looking skin, as they come with a bonus that is visible before use - a weekend of pampering spent in the company of a personable, younger man.  The top bidder and a friend, along with their male host, will be able to enjoy a day at the spa, participate in a photo session, and enjoy a nice dinner.  The eBay auction will run for a two-week period from September 18th to October 2nd, and all funds collected will benefit the Quebec  Breast Cancer Foundation.

“Reversa wanted to communicate the image and personality of its brand, and underline the side effects experienced by women who use their anti-aging products, namely, a sex appeal that triggers a boost of confidence for the woman who is in control, and who looks and feels younger than her years,” said Stéphane Charier, Creative Director, TAXI Montreal.  “Really the creative is a spin-off of an old favourite, with a bit of a twist, and implies an interesting by-product of usage of Reversa products – the attraction of younger men.”

“We are really excited about this campaign and the message of empowerment it will send to mature women across Canada,” added Lavoie.  “We invite them to view the ad and visit the microsite to see how Reversa can impact their life.”

About Dermtek Pharmaceuticals
Founded in 1986, Dermtek Pharmaceuticals was the first uniquely pharmaceutical Canadian company to develop a range of dermatological products.  The creation of the sunscreen Ombrelle (acquired by L’Oréal in 1997), led to the development of the Reversa brand to respond to the needs of dermatologists and their patients.  The company markets and distributes the following brands: REVERSA brand products (glycolic acid rejuvenating skin care), TRISAN (antibacterial cleansing gel), SEBCUR and SEBCUR T (medicated shampoos), SOLUVER and SOLUVER Plus (wart treatment), DILUSOL (compounding vehicles) and PRAMOX HC (antipruritic and anti-inflammatory therapy available on prescription).  Dermtek’s head office is located in Dorval, Quebec.  The Reversa anti-aging skin care line is available in most Canadian pharmacies.  More information on the company and its products can be found by visiting www.reversa.ca.

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Source/information :
Caroline Desrosiers
Director of Communications
Dermtek Pharmaceuticals Ltd.
Tel.: ( 514) 685-3333
E-mail: carolinedesrosiers@dermtek.org

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