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Propecia DTC ad

This article was originally published in The Tan Sheet

Executive Summary

"One day science will create a pill for hair loss. That day is today," announces the first consumer ad for Merck's finasteride hair loss treatment which ran in the March 30 issue of Time. The teaser-style ad does not refer to the hair loss treatment by name, and under the new relaxed guidelines for direct-to-consumer Rx ads, does not include a "brief summary" of the drug's effects. More ads for Propecia are scheduled to run in May issues of men's magazines. The agency of record is Young & Rubicam, New York City. Professional ads for the Rx product have stressed retention of hair count, regrowth of "natural visible hair" and the safety of finasteride, noting the drug is "Helping make hair loss history" ("The Tan Sheet" Feb. 9, p. 1)...

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