Medicis and Revance topical botox promising.

Implications:  This topical Botox product is promising in that it would require no injection, and would be better accepted by patients. Medicis investment in the company is a wise adjunct to their Reloxin product, which was recently submitted to the FDA. Both these products would offer significant competition to Allergan, especially if their efficacy is similar and pricing is competitive. The introduction of both these products will grow the market.

Analysis:    The release of this and the injectable Botox by Medicis will benefit the company significantly. This will be even more true if the pricing is a bit less than that of Allergan's Botox. Loyalty to these products will be very price sensitive, and it will be to Medicis benefit if they remain price competitive. Its  interesting to note that Allergan has had Botox for 15-20 years as a commercially viable product, and only one form of it exists over that time period.