Executive Summary

Tampa, Fla.-based Calgenex announces the launch of Dermalleve, an over-the-counter topical treatment for psoriasis, eczema and seborrheic dermatitis that combines 1% hydrocortisone with natural ingredients to moisturize and nourish skin, the firm states Sept. 27. The product contains natural ingredients such as alpha-hydroxy acids, skin-nourishing nutrients and skin conditioners such as aloe vera, shea butter, vitamin E, jojoba oil and silicone. The product "helps to gently remove dead skin cells while skin-nourishing nutrients, conditioners and moisturizers support healthy skin," Calgenex says. Demalleve also applies easily and evenly because it has the consistency of a lubricant unlike other anti-itch creams which can be too thick, the company asserts. The product is available on Calgenex's website for $19.95 and the firm is supporting the launch with radio ads and TV infomercials...